January 2021 Verite Naag launched a vegan eatery called ‘Ganev’ in Canterbury, Kent. The idea was to start up a chain of upmarket vegan takeaway eateries, moving away from the traditional perception of veganism and vegetarianism. The eateries have been very successful, with 6 eateries across Kent to date. The plan for Verite was to consider opening an eatery in Greenwich. Greenwich would be an ideal testing ground and springboard for further expansion into central London due to its busy Greenwich Market and many eclectic eating establishments. No work has really been carried out by Verite and her company to better understand consumers’ opinion of veganism and vegetarianism, not only from customers that frequent such establishments, but also ‘nonbelievers’. Therefore,