A YORK-based vegan chicken brand has launched into both Canada and the United Stated within a year of its start.

VFC was set up last December by Matthew Glover, York-based co-founder of Veganuary, and renowned chef and restaurateur Adam Lyons, owner of Source restaurant in Castlegate, York.

York Press:

VFC co-founders Matthew Glover, left, and Adam Lyons.

With a mission to see an end to factory farming by offering great vegan alternatives, the VFC brand team has celebrated the arrival of their products stateside by recreating scenes from iconic American films.


With a cameo role for VFC, of course, members chose two of their favourite movies, When Harry Met Sally and Ghost, for their latest marketing bid.

York Press:

VFC co-founder Adam Lyons, owner of Source restaurant on Castlegate and his wife Katie, recreate the scene from Ghost.

York Press:

American Gothic: This is how VFC announced on its social channels that it would soon be available in America - founder Matthew Glover and his wife, Jane Land

It's the latest in a string of stunts for the food company that took a Harry Potter actress and a Downton Abbey actor undercover inside chicken farms.

The vegan brand which says it 'set out to make great-tasting food that doesn’t cost a wing and a leg' has enjoyed a rapid rise from direct-to-consumer sales to distribution in Spain and the Netherlands, and a major retailer listing about to be announced, all within 10 months.

The company says that North America was always a strategic priority as both the US and Canada are in the top 20 countries when it comes to per capita poultry consumption.

Co-founder Matthew Glover said: "We're delighted to get the chance to crack America, and are starting with foodservice on the west coast before rolling out across the whole country. We have big ambitions for VFC.

"The US gave the world KFC, and we're keen to return the favour with VFC - an alternative which is kinder to animals and our planet.”

York Press:

Matthew set up Veganuary with his wife Jane Land, using all their life savings to make it work.

The York couple came up with the idea back in 2014 with plans for a website to encourage people to give up all animal products every January to highlight animal welfare and environmental issues.

Jane left teaching that year to work full time on the campaign which saw about 3,300 take part in Veganuary during the first year.

York Press:

CAMPAIGNERS: Jane Land and Matthew Glover, the York founders of Veganuary Picture: Christopher Andrew Shoebridge

To date, more than 500,000 people around the world have followed Veganuary, which has charitable status, while the number of vegans in the UK has grown significantly and Veganuary-themed menus, food and promotions are now available in leading supermarkets, bars and restaurants.