Vegan
Impact of 10 Weeks to Vegan
https://veganoutreach.org/10wimpact/

Background
10 Weeks to Vegan is a weekly email series from Vegan Outreach containing tips, recipes, and resources for those interested in learning more about veganism. To assess the effectiveness of our program, we surveyed participants before and after they began the email series.
The pre-test was emailed to participants the same week they sign up for 10 Weeks to Vegan. We sent the post-test approximately two weeks after people have finished the entire 10 Weeks to Vegan series. To encourage participation, we offered a $50 Amazon gift card to two randomly chosen participants per month.
Response Rate
We first started sending out the U.S./Canada pre-test in September 2018. It went to 48,020 people. Of those, 3,337 participants completed the survey, for a response rate of 7%.
We sent the post-test to those 3,337 people. Of those, 516 completed the survey, for a response rate of 15.5%.
Results
Below are the results from the 500 participants who received the U.S./Canada version of 10 Weeks to Vegan and took both the pre-test and the post-test. Please note, we excluded from our data participants who reported reading 0 of the emails and analyzed data from the remaining 500 participants.
Self-Identification
At the time of the pre-test, 408 people self-identified as non-vegan (either meat-eater or vegetarian) and 92 self-identified as vegan. After completing 10 Weeks to Vegan, 322 people self-identified as non-vegan and 178 people self-identified as vegan. In other words, 21% of those who identified as non-vegan at the start of the program identified as vegan after completing it.
Food Intake
New Vegans
Although some participants identified a certain way (as described in the Self-Identification section above), their reported food intake didn’t always line up with those labels. The pre-test asks how often participants ate various animal products in the last month and the post-test asks how often in the last week. When we take into consideration participants’ reported diet, we see that there was actually a net gain of 55 vegans, or a change rate of 13% of non-vegans to vegans.
Elimination of Categories of Animal Products
We also looked at how often people ate certain animal products when they started 10 Weeks to Vegan compared to after completing it. There were statistically significant reductions in all categories of animal products. The results were still meaningful when we looked at participants who did not go vegan by the end of the program. The data in this section excludes those who identified as vegan at the start and/or end of the program.
Reasons For Signing Up
Participants cited various and often multiple reasons for signing up for 10 Weeks to Vegan. For most, their motivation behind signing up for the program fell into a few main categories:
- Health
- Help with transitioning to veganism
- Recipes
- Insight into veganism
- Animal welfare
- Environment
- Reduce animal product consumption
Breaking Down Results by Signup Source
We also looked at whether results varied based on how we signed people up for the series (for example, college outreach vs using online ads). The majority of ad sign-ups were from online. Of those who had completed the post-test survey, 237 people signed up in-person and 263 signed up through ads. Overall, those who signed up via ads showed greater change.
Based on the question which asked participants to self-identify, we found that:
- 11% of participants who signed up in-person identified as non-vegan during the pre-test and as vegan at the post-test
- 29% of participants who signed up through an ad identified as non-vegan during the pre-test and as vegan at the post-test
After assessing how often people ate certain animal products when they started 10 Weeks to Vegan compared to after completing it, we found that:
- 7% of participants who signed up in-person were categorized as non-vegan during the pre-test and as vegan at the post-test
- 18% of participants who signed up through an ad were categorized as non-vegan during the pre-test and as vegan at the post-test
Additionally, we broke down results by animal product consumption before and after completing 10 Weeks to Vegan and found the following:
While we want the highest conversion rate possible, it’s the absolute number of vegans that is the most important metric for us. When doing outreach, our tactic is normally to sign up anyone who’s willing, even if they haven’t been previously primed to be interested in going vegan.
Summary
This research indicates that Vegan Outreach’s 10 Weeks to Vegan series is having a great deal of success in motivating and helping people to become vegetarian and vegan.
Vegan
Malvani Chicken Curry (Western Indian Coconut, Kashmiri Chili, Onion Curry) gluten-free, nut-free

Explore regional Indian cuisine with me and Try this fantastic Malvani Chikin curry! Western Indian spicy caramelized onion, toasted coconut and kashmiri chili sauce with crisp tofu! This sauce is flavor packed and has its own malvani masala spice blend! 1-pan meal meal that’s delicious served over rice or with flatbread or naan.

Malvani cuisine originates from the western coastal region in India. It has overlap with Maharashtrian(cuisine of state of maharashtra in India) as well as Goan cuisines and includes a lot of fish and local meat dishes. The flavors are very specific to the cuisine, with its own spice mixes (malvani masala or malvani garam masala) and cooking techniques.
I’ve been exploring amazing regional flavors from various parts of India and brining you vegan versions, simplified or inspired dishes and today we are making vegan malvani chicken curry! For the sauce base, we use a blended roasted onion and coconut mixture, which is called vatan, making our own malvani spice blend with some spices, and using crisped up tofu in place of the meat. You can use other protein such as chickpea tofu, vegan chickin or beans as well. Traditionally, you don’t add any cream to this curry, but you can add some(it will also balance out the heat), add in some cashew cream or other non-dairy cream right at the end.

The sauce and spice mix includes a lot of Kashmiri chili powder (I know right, you need some!) and black pepper, so it can get pretty hot. You can reduce these spices to suit your heat preferences, if needed.
Like I mentioned above, we make the flavorful Malvani masala spice blend from scratch. It is so delicious! If you have access to Malvani garam masala, I recommend using it in this recipe instead of the spice mix that I’m making below, to reduce active time. Just mix it with two teaspoons of Kashmiri chili powder and use. You can use this fragrant spicy blend over roasted veggies or with beans. It’s flavorful and can be used in many ways!
Key features of Malvani Curry
Malvani masala: this spice blend and the curry are known for the deep red color. It can be made with milder chilies with deeper color like byadagi chilies and Kashmiri chilies. I am using Kashmiri chili powder for a quicker version
Vatan: the sauce made with blended caramelized onion and toasted coconut makes the base of the curry. It adds a delicious sweet toasty flavor and some texture.
Slow long cooking: the longer cooking time helps the flavors meld and the colors to show up. The sauce when well cooked will get a glaze of the deep red color and a settled flavor. Before that state, the coconut might be a stronger flavor and the sauce might be lighter.

Why You’ll Love Malvani Curry
- amazing spice blend is delicious, even if you’re missing a spice or two
- rich, flavorful blended sauce base with caramelized garlic, onion, and coconut
- crispy, seasoned tofu in deeply seasoned curry sauce
- option to crisp up the tofu or skip cooking it ahead to save time
- gluten-free and nut-free with lots of easy soy-free options

🇮🇳 More Regional Indian Curries
- Western Indian Goan Peri peri Chikin.
- North indian Rara Chikin curry
- South Indian Malabar Curry
- South Indian Baked Eggplant Curry
- East Indian Kosha Mangsho
Continue reading: Malvani Chicken Curry (Western Indian Coconut, Kashmiri Chili, Onion Curry) gluten-free, nut-free
The post Malvani Chicken Curry (Western Indian Coconut, Kashmiri Chili, Onion Curry) gluten-free, nut-free appeared first on Vegan Richa.
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