Meatless Monday History

Meatless days during World War I 
As the U.S. enters World War I, President Wilson outlines a program to adequately distribute food to the U.S. civilian population, the military, and the Allies in Europe. In 1918, the Food Administration asks U.S. households to pledge to observe a meatless Tuesday, a pork-less Tuesday and Saturday, and a meatless meal each day, since food access in Europe is becoming increasingly dire. During this period, the Food Administration facilitates a nearly eightfold increase in pork and nearly tenfold increase in beef exported to Europe.

Meatless days during World War II
After the U.S. enters World War II, President Franklin Roosevelt raises the idea that if a meatless day is observed one day per week in the U.S., it would free up 30 to 40 ships that could be used for military purposes instead of for importing meat from Argentina, New Zealand, and Australia. In 1943, the U.S. government begins rationing meat, limiting the supply to both restaurants and individuals. As meat supplies rise again in 1945, meatless Tuesdays end in cities. When World War II ends, the U.S. public is asked to keep conserving food to aid postwar famine relief in Europe. In a 1947 U.S. Gallup poll, 22% of respondents report they observe meatless Tuesdays, while 38% indicate they plan to do so.

Creation of Meatless Monday  
Advertising executive and public health advocate Sid Lerner and the Johns Hopkins Center for a Livable Future(CLF) create the Meatless Monday campaign as a simple way to reduce saturated fat in the diet. They are inspired by the meatless days observed during World War I and World War II. 
 

UN report on environmental impact of meat production
The United Nations releases report on the environmental impact of meat production, inspiring more advocates to support Meatless Monday. 

Baltimore City public schools sign on 
Baltimore City public schools launch Meatless Monday. Other schools follow over the next two decades. 

Sir Paul McCartney starts UK Meat Free Monday  
Inspired by Meatless Monday, Sir Paul McCartney starts Meat Free Monday in the U.K., which has grown to a global scale. 

Michael Pollan endorses Meatless Monday 
Food writer Michael Pollan endorses Meatless Monday on The Oprah Winfrey Show, reaching millions of viewers. 

Oprah Winfrey shout-out 
Oprah Winfrey institutes Meatless Monday in her studio's cafeteria and gives the campaign a shout-out on her TV show. In a consumer survey in 2011, 50% of respondents recognize Meatless Monday, up from 25% in 2010.  

Meatless Monday spreads in cities, institutions, schools, and media 

• Sodexo, a global foodservice leader, launches Meatless Monday in its healthcare and corporate divisions.  
• Meatless Monday is predicted to be a top food trend in 2011. 
• The Humane Society of the United States launches a Meatless Monday campaign, getting schools and cities on board. 
• Aspen, Colorado, becomes the first Meatless Monday city.

Meatless Monday grows globally 

• Dr. Custer Deocaris, an acclaimed researcher, brings Meatless Monday to the Philippines, promoting indigenous vegetables to schoolchildren. 
• TV personality Miki Haimovich launches Meatless Monday in Israel, getting the support of the prime minister and Knesset. 
• The Norwegian military adopts Meatless Monday to address climate change. 
• Dr. Mariam Abdulrahman starts Meatless Monday as part of the Kuwait Cancer Control Center. 

10th anniversary 
The Johns Hopkins Center for a Livable Future hosts a scientific symposium to celebrate the 10th anniversary of Meatless Monday and its collaboration with the Johns Hopkins Bloomberg School of Public Health.  

Meatless Monday debuts in California 

• Los Angeles passes a Meatless Monday resolution, inspiring other U.S. cities.  
• Los Angeles and San Diego public schools adopt Meatless Monday. 

MM menu for UN Equator Awards 
Chef Marcus Samuelsson provides a Meatless Monday menu for the U.N. Equator Awards. 

Leaders gather for People's Climate March 
Global Meatless Monday leaders gather in New York City for the People's Climate March. 

COP21 climate conference 
At the COP21 global climate conference in Paris, Meatless Monday holds a symposium to convey the message that "less meat = less heat." 

100th Anniversary of World War I
Meatless Monday: Looking Back, Looking Forward highlights the evolution of Meatless Monday 

TGI Fridays debuts Beyond Burger 
TGI Fridays debuts Beyond Burger on its menu with a Meatless Monday campaign. 

Slow Food highlights Meatless Monday 
Meatless Monday partners with Slow Food International, encouraging individuals to become Meatless Monday Ambassadors. The campaign is featured across Slow Food's biannual Terra Madre event, a conference for sustainable food producers. This is followed by a Slow Bean Challenge across Italy. 

Beyonce and Jay-Z support Meatless Monday 
Beyonce and Jay-Z encourage millions of fans to eat more plant-based foods by participating in Meatless Monday. 

NYC launches Meatless Monday in public institutions
New York City launches Meatless Monday meals for 1.1 million public school students, as well as introduce Meatless Monday into its public hospitals. 

Family Cookbook published 
The Meatless Monday Family Cookbook is published. 

Starbucks gets on board 
Starbucks promotes its plant-based options via a Meatless Monday campaign. 

Town of Needham, Massachusetts, starts a campaign 
Needham, Massachusetts, launches community-wide Meatless Monday campaign. 

JHU CCP pilots Meatless Monday in Ghana, Indonesia and South Africa 
Working through the Johns Hopkins Center for Communication Programs (CCP) country offices, Meatless Monday launches in Ghana and Indonesia using evidence-based social behavior change strategies to promote dietary shifts. These programs grow, and South Africa is added in 2024.

China launches Meatless Monday  
China formally launches Meatless Monday campaign with the Chinese nonprofit Good Food Fund. Their guiding vision is to "promote good food for healthy people, healthy animals, and a healthy planet."

Meatless Monday Challenge begins 
Meatless Monday launches a 12-week Meatless Monday Challenge in English and Spanish. 

20th anniversary 
Meatless Monday and its partners celebrate the campaign's 20th anniversary. CLF publishes a written history of Meatless Monday. An additional report, Meatless Monday Throughout the Years, summarizes surveys looking at the reach and impact of Meatless Monday in the United States. 

Johns Hopkins dean marks 20th anniversary 
Ellen MacKenzie, dean of the Johns Hopkins Bloomberg School of Public Health, releases a statement highlighting the ongoing public health relevance of Meatless Monday.