2025 was a landmark year for VeggyMalta, driven by the combined strength of our campaigns, platforms, and media brands — each playing a distinct role in expanding our reach and deepening public engagement.
- Malta Meat Free Week delivered its strongest performance to date, achieving over 5.5 million social media impressions and engaging thousands of registered participants, supported by national billboards, supermarkets, restaurants, radio, and television coverage.
- VeggyMalta.com continued to grow as a trusted plant-based resource, with our recipe hub expanding to nearly 400 plant-based recipes, making everyday vegan cooking more accessible to households across Malta.
- Vuċi għall-Annimali, our animal-rights media arm, reached over 100,000 weekly views, while also driving direct action and public scrutiny on local animal-related issues, from dangerous animals to illegal zoos and enforcement failures.
- Għand il‑Vegan remained Malta’s dedicated plant-based television programme, using food, storytelling, and culture to normalise vegan living for a mainstream audience.
- Alongside it, Mill‑Ispizerija tad‑Dar continued to spread the message of plant-forward cooking rooted in local ingredients, traditions, and affordability.
Together, these platforms ensured that our content did more than reach people — it sparked conversations, encouraged behaviour change, and helped embed plant-based choices into everyday Maltese life.
Malta Meat Free Week: Record Participation
Malta Meat Free Week 2025 was a standout moment of the year. With record participation, strong retailer and restaurant engagement, and wide media coverage, the campaign once again proved that collective action can drive cultural change.
Participant feedback showed that:
- The campaign continues to be a gateway for people exploring plant-based living for the first time
- Over 50% took part together with family members
- Many discovered new foods, recipes, and habits they intend to keep long-term
Media, Education, and Storytelling
Media remains one of VeggyMalta’s strongest tools for change. In 2025, we continued to invest in accessible, consistent, and culturally relevant storytelling — using television, digital platforms, and social media to normalise plant-based living and elevate animal-rights issues in Malta.
Għand il-Vegan retained its position as Malta’s only truly vegan television programme, offering viewers more than just recipes. Through food, conversation, and everyday scenarios, the show presents veganism as a practical, enjoyable, and inclusive lifestyle choice — firmly rooted in Maltese culture.
Alongside it, Mill-Ispizerija tad-Dar continued to promote a plant-based way of living through familiar ingredients, affordability, and traditional inspiration. Together, these two programmes play a complementary role: one explicitly vegan, the other gently guiding audiences towards more plant-forward choices.
Beyond television, VeggyMalta’s social media platforms remained highly active throughout the year, consistently sharing plant-based recipes, educational posts, videos, and campaign content. This steady presence ensures that plant-based messaging remains visible, relevant, and easy to engage with on a daily basis.
On the animal-rights front, Vuċi għall-Annimali reached new heights in 2025. Its television programmes collectively achieved over 100,000 weekly views, excluding repeats, NetOnDemand, IPTV, and catch-up services — a clear indication of growing public interest and trust in animal-focused investigative and advocacy content.
At the same time, Vuċi għall-Annimali’s social media channels remained vibrant and responsive, amplifying stories, reacting to ongoing cases, and driving public discussion around animal protection, enforcement, and accountability.
Across all platforms, VeggyMalta’s media ecosystem continues to prove that education works best when it is engaging, consistent, and grounded in real stories — reaching people not through preaching, but through connection.
Standing Up for Animals
Through Vuċi għall-Annimali, VeggyMalta continued to play a central role in holding systems to account and ensuring that animal protection issues remain firmly in the public spotlight.
2025 saw Vuċi għall-Annimali take clear and principled positions on several high-profile and often contentious issues. Among these was the lions case, where we were vocal in demanding transparency, accountability, and enforcement — reinforcing the message that wild animals have no place being kept or exploited under inadequate or unlawful conditions.
We also reported and took a stand against illegal animal circus, highlighting the ethical concerns, and outdated nature of using animals for entertainment. This position forms part of our wider push to move Malta away from exploitative practices and towards genuine animal protection.
Throughout the year, Vuċi għall-Annimali actively challenged the existence and operation of illegal zoos and unregulated animal facilities, calling for inspections, enforcement of existing laws, and decisive action rather than prolonged inaction. In several instances, our coverage and public pressure helped ensure that these issues could not be ignored or quietly sidelined.
Beyond individual cases, our work consistently emphasised a broader message: that animal protection cannot rely on goodwill alone, but must be underpinned by robust enforcement, political responsibility, and public scrutiny.
By combining investigative media, public statements, events like Rock’n 4 Animals and sustained advocacy, Vuċi għall-Annimali continues to give animals a voice — and to remind decision-makers that animal welfare is not optional, negotiable, or secondary.
Collaboration as a Catalyst
None of this happens in isolation. Our annual report highlights the many collaborations with NGOs, creatives, businesses, retailers, media partners, and institutions that helped amplify our work.
By working together, we multiply impact — and create space for companies and partners who want to be part of real, measurable change, not just symbolic support.
Looking Ahead
As we move forward, VeggyMalta remains committed to:
- Expanding our media reach locally and internationally
- Strengthening evidence-based advocacy for animals
- Supporting a transition towards a more plant-based, ethical, and compassionate Malta
📘 We invite you to read our full Annual Report 2025 and explore the stories, data, and people behind the impact.
Together, we are not just promoting alternatives —
we are building the future.
