Discover more about vegency

Who we are

vegency, a unit of the Berlin-based communication agency united communications, offers marketing consultation and brand communication to businesses and organisations that focus on vegetarian and vegan products and services or where these will play an important role in the future.

Founded in 1995 in Berlin, the PR and advertising agency offers creative brand communication for international businesses and non-profit organisations. united communications is a member of the United Nations Global Compact and in 2009 was one of the first agencies of the industry to present its own CSR report. So vegency is no newcomer but has many years of experience in marketing communication for demanding products and services and those requiring explaining. Furthermore, the agency supports businesses in their sustainability communication.

QUICK CONTACT

You have questions?
Email: to@vegency.de
Phone: +49 30 78 90 76-0

The vegency team consists of experienced communication and sustainability specialists who live a vegetarian, vegan or flexitarian lifestyle. They know the market, the media, the actors and they offer demonstrably equally creative and successful brand consultation and sustainable communication solutions.

Find out more about united communications here.

Team

"Critics describe it as a bland trend, supporters as the biggest lever for animal welfare, health, climate and environmental protection: veganism polarises..."

Angelika Schulz

"Critics describe it as a bland trend, supporters as the biggest lever for animal welfare, health, climate and environmental protection: veganism polarises..."

Angelika Schulz

The transformation of an economy largely dominated by animal products, in which animal welfare still plays a subordinate role, into a vegan economy with communicative support is a very exciting challenge for me...

Gunhild Flöter

The transformation of an economy largely dominated by animal products, in which animal welfare still plays a subordinate role, into a vegan economy with communicative support is a very exciting challenge for me...

Gunhild Flöter

„Critics describe it as a bland trend, supporters as the biggest lever for animal welfare, health, climate and environmental protection: veganism polarises – and yet it has become a buzzword in almost all industries. While 10 years ago requests for vegan car interiors would have been unthinkable, nowadays it seems only logical to consider the keyword "vegan" not only in connection with food, but also in all other areas of life. Whether cheese alternative, motorcycle gloves or investment: demand and offers rise rapidly. Leading experts agree that this upward trend will continue exponentially in the coming years.

This development also inspires me personally, because my drive to strategically support vegan and sustainable concepts stems from my own vita: motivated by ethical, ecological and health arguments, I decided for the vegan way of life in 2013. At vegency, my professional expertise in strategic communications is used in exactly this field – linking two of my greatest passions. I focus on three key success factors: innovative strategies that allow all measures to be targeted; gripping ideas that speak the language of the target group; and the passion to support our customers in the best possible way.“

Angelika Schulz

"The transformation of an economy largely dominated by animal products, in which animal welfare still plays a subordinate role, into a vegan economy with communicative support is a very exciting challenge for me. What many still do not know: mass livestock farming alone is responsible for almost 15 percent of all greenhouse gas emissions worldwide - according to a report by the Food and agriculture organization of the UN in 2017. And most of the world's fresh water consumption is used for meat production. These facts are so alarming that the Federal Ministry of Agriculture issued a recommendation in 2017 to shift consumption to climate-friendly foods.

All experts agree that a vegan lifestyle is still on the rise at a rapid pace and that we can already speak of a globally booming multi-billion market. Large companies and 'meat giants' - such as Wiesenhof, Tysons, Nestlé and Unilever - have long since entered this market. Even ALDI points to 150 vegan products in its range. My special concern: to focus more on 'transparency' and 'sustainability' in the production and marketing of vegetarian and vegan products through creative and target group-oriented communication. 'Responsibility in the supply chain', 'Fair Trade', 'Conservation of biodiversity' and 'Prudent food processing that is transparent to consumers' are issues that will play an increasingly important role in the future if companies are to remain credible and sustainable in the vegan market of tomorrow."

Gunhild Flöter

vegency News

Please contact Gunhild Flöter or Manfred Großert if you are a journalist and would like more information or have further questions:

Email: to@vegency.de
Tel.: +49 30 78 90 76-0

  • Are we vegan, or what? - CE sector has not yet recognised the potential of the million-strong target group of veggies

    Berlin, 23 September 2018 – The communication agency vegency, which specialises in vegan products and services, and the vegan business magazine...

    Berlin, 23 September 2018 - The communication agency vegency, which specialises in vegan products and services, and the vegan business magazine vegconomist visited a good dozen manufacturers of smartphone cases, laptop bags, headphones and small household appliances at IFA in Berlin and asked them which vegan products they offer. The result was hardly surprising: the majority of the manufacturers asked had not even dealt with the topic, or the stand personnel could not tell whether they had vegan products or were planning to introduce them. The result - albeit not representative - shows that many manufacturers still pay too little attention to the target group of the meanwhile millions of veggies in the country and thus give away sales.

    The vegan lifestyle is growing rapidly and has long since reached all areas of life: food, clothing, beauty, healthcare, interior design and also the automotive industry. Above all, brand companies generate billions in sales with vegan products and services. Large food producers such as Wiesenhof, Rügenwalder Mühle and Nestlé have long since entered the market. L'Oréal and Danone, too, have recently invested a high single-digit billion sum together in acquisitions of vegan companies. And Aldi Süd and Netto already provide well over 100 vegan products in their assortments for consumers. Some car manufacturers have also understood that sustainable materials are increasingly in demand.

    The rethinking and reorientation is supported by hundreds of vegan celebrities and athletes such as Hollywood star Leonardo di Caprio, Serena Williams, Moby or Formula 1 driver David Hamilton. They push the market via social media and reach an audience of millions via their channels. For example, Hugo Boss presented his first vegan pineapple leather shoe. In total, more than 5,000 products offered in Germany already carry the round yellow vegan label with the green flower. Many CE manufacturers, on the other hand, still shy away from veganism.

    One would think that the manufacturers of smartphone cases, laptop bags, bags, headphones and small household appliances have long since jumped on the bandwagon with corresponding products or marketing strategies. But the results of the survey by vegency and vegconomist at IFA revealed that with two exceptions, none of the respondents knew the V-label, the internationally recognised and protected brand for labelling vegetarian and vegan products. This is astonishing, because is for millions of vegans and veggie fans, the label has become the sign par excellence, which they trust with their purchases. Some other manufacturers mentioned that they had discussed the topic of "vegan lifestyle", but they did not consider it important and therefore did not push it any further.

    CE vendors that have recognized the vegan trend are still an exception

    According to its European head, the Moshi brand's range of mobile and lifestyle accessories is completely vegan. The vegan-living founder, Bianco di Puro, known for his high-performance mixers, relies strongly on vegan target groups. This is why he is also present at many veggie fairs, which now take place throughout the country and attract hundreds of thousands of visitors, including an increasing number of non-vegans. Bianco di Puro obtained prominent support for his stand at the IFA: the well-known vegan chef, book author and consultant Björn Moschinski prepared vegan dishes on site. WMF also focused on vegan food on IFA Saturday: vegan blogger Nicole Just presented WMF's spiral cutter and gave the numerous spectators tips on how to prepare vegan food.

    Conclusion: many manufacturers have not yet adjusted to the veggie target groups or identified them as relevant. It is difficult to say whether and how much sales they will miss out on, but examples from other industries show that vegan people have above-average incomes, are specifically looking for vegan products and are willing to pay significantly more for them. Companies are therefore well advised to sound out the potentials in the future that an expansion or even conversion of the product range to new vegan products could mean for their business development.

    Market potentials of vegan products grow continuously
    In order for such a step to be successful, a long-term strategy must be developed. It is of central importance that the company also lives and authentically embodies the vegan lifestyle, because the vegan offer must be credibly integrated into the corporate image and communication. This also includes working on criteria that are the prerequisite for the introduction of the sales-promoting V-label for individual products or a product group. The right mix of accompanying communication measures is also important: to address vegan target groups, cooperation with special blogs and online publications is becoming increasingly important in addition to classic PR and media work.

    The experts agree: it took the organic sector 40 years to achieve an annual turnover of ten billion euros in Germany, and the vegan sector will achieve this in considerably less than ten years. An exciting market awaits all those who move quickly into this market.

  • vegency News 9.2018 – veggienale & FairGoods 2018 in Hamburg

    After Hanover, Münster, Nuremberg and Cologne, the Hanseatic city is the next stop for veggienale & FairGoods.

    © pixabay_Free-Photos-242387

    After Hanover, Münster, Nuremberg and Cologne, the Hanseatic city is the next stop for veggienale & FairGoods. From 22 to 23 September 2018 a total of 85 exhibitors will be presenting themselves here - at veggienale you can exclusively discover vegan products and offers for general health. In the FairGoods area, everything is at least vegetarian: no meat, no leather, no gelatine. But animal protection organisations, political parties, energy providers, financial service providers and many others will also be providing information about their work in the Hamburg sports hall. Accompanying it there are a great variety of cook shows, workshops, specialised lectures and interactive stage actions. The programme is already included in the admission price, advance bookings are not required. Day tickets cost 8 EUR.

    More information and online tickets: https://veggienale.de/
    Information on the venue: http://sporthalle.hamburg

  • vegency News 8.2017 - vegency Meetup vol. 1

    The "Vegan Summer Festival" takes place for the 11th time this year and is the ideal opportunity to exchange ideas and get to know each other. We...

    The "Vegan Summer Festival" takes place for the 11th time this year and is the ideal opportunity to exchange ideas and get to know each other. We would like to invite you to the first vegency Meetup in Berlin!

    What awaits you?
    In our first vegency Meetup we have the pleasure to welcome Peter Link, PR expert as well as editor-in-chief, founder and publisher of the vegan business magazine vegconomist.com and his team. They are available for questions around editorial co-operation and PR-tips.

    Following the vegconomist we present to you current marketing and PR trends and show you, based on practical examples, what constitutes successful PR for vegane products and services, what the must-haves are and also, which pitfalls you should bear in mind.

    When and where?
    You are cordially invited to visit our agency in Berlin Friedrichshain:

    When: 24.8., 10:00 - 11.30 am  
    Where: vegency - strategy consulting and brand communication for vegetarian and vegan products and services
    Rotherstraße 19, 10245 Berlin (S-Bahn and underground stations Warschauer Straße)
    Front building, 1st floor

    There will be enough time afterwards to travel together to the opening of the Summer Festival at 12:00 noon at Alexanderplatz, the S-Bahn ride takes less than 15 minutes.

    We are looking forward to a lively exchange of experiences!

  • vegency News 7.2018 – From the niche to the island

    The demand for vegan food and products has been increasing for years, as a glance at the supermarket shelf, for example, shows.

    The demand for vegan food and products has been increasing for years, as a glance at the supermarket shelf, for example, shows. But not only the offer in the local supermarket changes, meanwhile the trend has also arrived in holiday spots. As Der Insel-Bote from Schleswig Holstein reports, shop and restaurant owners on the North Sea islands of Föhr and Amrum are registering a significant increase in the demand for vegan products. This example shows how the niche topic vegane nutrition becomes a tourism-relevant factor, with which the industry, not only at the North Sea, concerns itself more and more.

    See https://www.shz.de/lokales/insel-bote/tofu-tourismus-als-marktluecke-id19013301.html (in German).

  • Press information – vegconomist, the new vegan business magazine

    Berlin, 8 May 2018 – vegconomist is the first business magazine focusing exclusively on business topics relating to the vegan lifestyle. The new...

    Berlin, 8 May 2018 - vegconomist is the first business magazine focusing exclusively on business topics relating to the vegan lifestyle. The new online magazine targets decision-makers in companies and the trade sector who are either already active in the vegan market, are planning to enter it, and those simply wishing to gain an overview of it. Furthermore, vegconomist also caters to influencers and start-ups as well as others involved in politics and organisations.

    No matter if food, fashion, interior design, beauty, cuisine, communal catering or events - the vegan lifestyle spans many areas and has developed into a global multi-billion market in just a few years. It has swiftly shifted from being a trend many people initially viewed with suspicion to a rapidly growing global dimension - without being governed by a movement or an organisation. While originally a domain of health and organic food shops, many multi-national corporations and trading companies are now also active in the vegan and purely plant-based sector, either through in-house developments, by the founding of subsidiaries or via acquisitions. Rügenwalder, Birkenstock, Wiesenhof, EDEKA, TESCO, ASDA, Tysons, Norma, Hochland and Karwendel-Werke: an ever-increasing number of established companies are engaging in this market. Many have recognised that a growing number of consumers now prefer animal-free ("cruelty-free") or plant-based products due to the conditions in factory farming, for ethical and/or health reasons. Ever-rising numbers of politicians, health and environmental experts also see the vegan lifestyle as a viable solution against environmental destruction and lifestyle diseases, which cost the global economy trillions. Additionally, more and more venture capitalists and well-known faces, such as Bill Gates, Richard Branson, Sergey Brin (Google) and Stray Dog Capital or Beyondimpact, invest in the market for plant-based and vegan products. An increasing number of experts consider plant-based nutrition the key to being able to feed the rapidly growing world population.

    "In classic business publications and specialist magazines, 'vegan economy' is rather a niche topic. To date, there is no publication we know of that concentrates on presenting developments in the vegan market for decision-makers and those interested in business and economics," says Peter Link, vegconomist's editor-in-chief. "The vegconomist team aims to close this gap. The range of topics includes information on vegan markets, actors, products, companies, trends and other facts relevant for business."

    vegconomist was founded by people with a vegan conviction, who live a vegan or flexigan lifestyle, do or have done business in the vegan sector and who together have several decades of experience in the area of business and/or journalism/PR.

  • Press information – vegency relaunches website

    Friendly, stylish, responsive

    vegency relaunches website

    Berlin, 2 July 2015 – vegency, the unit for vegetarian and vegan products of the Berlin...

    Friendly, stylish, responsive

    vegency relaunches website

    Berlin, 2 July 2015 - vegency, the unit for vegetarian and vegan products of the Berlin public relations and advertising agency united communications, has given its website a facelift. The presence looks refreshingly fresh and the site has also been optimised for use on mobile devices.


    With the new website, vegency also wants to send out a signal to potential clients that a vegetarian or vegan way of life and a fresh appearance (with vegency) go perfectly together. And thus contradict the widespread prejudice that a plant-oriented way of life equals sacrifice and absence of fun.
    Technically, the new site has made a big leap forward, too. Not only that it is based on TYPO3 now, the numerous smart effects rely on sophisticated JavaScript. And thanks to responsive design, the site just looks good and is easy to navigate on smartphones and tablets.