MasterChef Judge William Sitwell Voices Concern Over Veganuary Impact on Somerset Pub

William Sitwell, known for his role as a MasterChef judge and a food critic, has expressed concern that the growing trend of Veganuary and Dry January could severely impact his Somerset pub, The White Hart in Wiveliscombe. Having taken over the establishment in December, Sitwell described his new role as challenging and worries that the January movement, where people abstain from meat and alcohol, might threaten his business.

In a recent column for The Telegraph, Sitwell painted Veganuary and Dry January as “grim reapers” for the hospitality sector: “People have always slowed down a bit after Christmas, but now these twin devils stand sentinel at the door.” He stressed that preparing vegan dishes demands significantly more time and effort, often leading to underappreciation in pricing. “Customers often complain about the cost of a ‘cauliflower steak’, but such dishes should be priced higher than traditional meat options due to the labor involved in crafting a worthy centerpiece,” he said.

Sitwell’s stance on veganism is controversial. Back in 2018, he resigned as editor of Waitrose Food after making an inappropriate joke about vegans in an email exchange with a freelance journalist seeking vegan recipe ideas. He wrote, “How about a series on killing vegans, one by one…?” He later issued a formal apology, emphasizing his respect for all dietary choices, whether vegan, vegetarian, or meat-eating.

While exact numbers of vegans in the UK remain untracked by official statistics, The Vegan Society estimates around 3% of the population identifies as vegan. Interestingly, their research indicates that the South West of England, where Sitwell’s pub is located, has a slightly higher vegan population of about 4%, potentially amplifying the challenges for traditional establishments like The White Hart during Veganuary.