Veg Trust Incorporating The Matthew Eyton Animal Welfare Trust

Quick Stats

• Annual Giving: £1,363,441 (year ending 31 October 2024)
• Success Rate: Not publicly disclosed
• Decision Time: 30 days from full application submission
• Grant Range: £1,000 - £10,000 (higher amounts considered with demonstrated experience)
• Geographic Focus: UK only (as of 2025)

Contact Details

• Website: https://vegtrust.com/
• Email: hello@vegtrust.com
• Phone: 07513027162
• Address: Unit 29 Loughborough Technology Centre, Epinal Way, Loughborough, Leicestershire, LE11 3GE

Overview

Veg Trust, incorporating the Matthew Eyton Animal Welfare Trust, was registered as a charity in 2021 (charity number 1195550), though the Matthew Eyton Animal Welfare Trust was originally established in 1991. The organization empowers animal advocates through grant funding, with total expenditure of £1,363,441 in the year ending October 31, 2024. The charity financially supports non-profit organisations, groups, and individuals working to reduce the suffering of farmed animals and educate the public about veganism. In 2025, the trust made a strategic decision to focus exclusively on UK-based projects, believing the UK market for accessible vegan food, strong track record of leading social change, and proximity to a dietary shift tipping point offers the greatest opportunity for impact.

Funding Priorities

Grant Programs

Core Grant Programme: £1,000 - £10,000 (rolling basis)

• Applications accepted year-round through a two-stage process
• Initial expression of interest followed by invitation to submit full application
• Higher grants possible for applicants demonstrating prior experience and strong financial management
• Decision within 30 days of full application submission

Priority Areas

Veg Trust prioritizes funding for projects focusing on:

Intervention Types:

• School and university catering programs
• Institutional catering initiatives
• Challenge-based campaigns
• Social media campaigns
• Investigations
• Street activism
• Media engagement
• Animal advocacy research

Strategic Focus:

• Public Engagement: Educating and mobilizing the general public about veganism and plant-based living
• Corporate/Institutional Engagement: Working with businesses, educational institutions, and governments to reduce animal product consumption

Core Requirements:

• Projects must focus on reducing suffering of farmed animals
• Message must promote veganism or plant-based living
• Projects must be 100% vegan and devoid of any animal exploitation

What They Don't Fund

• For-profit entities
• Large, well-funded national charities (annual income exceeding £5 million or assets over £50 million)
• Projects involving animal welfare reforms that don't eliminate animal use
• Projects supporting animal farming or animal products
• Political parties or candidates
• Projects outside the UK (as of 2025)
• Applicants under 18 years of age
• Organizations funded by Karuna/Vegan Grants within the last 12 months

Ready to write a winning application for Veg Trust Incorporating The Matthew Eyton Animal Welfare Trust?

Our AI helps you craft proposals that match their exact priorities. Save 10+ hours and increase your success rate.

Get Free Beta Access

Governance and Leadership

The charity is governed by three trustees who receive no remuneration, payments, or benefits from the organization. The trustees include:

• Matthew David Glover - Co-founder of Veganuary (launched 2014), who served as Board Member and Chair of Veganuary until 2023 and has launched various vegan business initiatives including Veg Capital
• Jane Louise Land - Co-founder of Veganuary alongside Matthew Glover
• Nimeshkumar Sunilbhai Shah - Professional with over 10 years' experience working with young businesses, serving as accountant and advisor to vegan-focused ventures

All three trustees are connected through various vegan-focused charitable and business initiatives, bringing extensive experience in animal advocacy and vegan movement building.

Application Process and Timeline

How to Apply

Two-Stage Process:

1. Expression of Interest: Complete a short interest registration form available on the Veg Trust website
2. Full Application: If your project aligns with their criteria, you'll receive an email invitation to submit a full application form within 30 days

Important Notes:

• Applications accepted in languages other than English (translated using internet translation services, though accuracy may vary)
• Read grant guidelines thoroughly before registering interest
• Due to limited staffing, only projects demonstrating strongest alignment with funding priorities will be contacted

Decision Timeline

• Initial Review: Expression of interest reviewed by the Board
• Full Application Decision: 30 days from submission of full application
• Notification: If you don't hear within 30 days, your application was unsuccessful
• Final Reporting: Grant recipients must submit final report within 45 days of project completion

Success Rates

The trust acknowledges receiving “far more applications than available funding” but does not publicly disclose specific success rate percentages. The trustees are not obliged to provide explanations for unsuccessful applications.

Reapplication Policy

Open Reapplication: Project funding is considered on individual merit, regardless of previous rejection or receipt of grants. Unsuccessful applicants are welcome to reapply, and new applications will be evaluated independently without being negatively affected by previous rejections.

Application Success Factors

Key Alignment Indicators

Strong alignment with Veg Trust priorities includes:

• Clear focus on reducing farmed animal suffering
• Promotion of veganism or plant-based living as core message
• Evidence-based approach with measurable outcomes
• 100% vegan messaging and operations

For Higher Grant Amounts:

• Demonstrate prior experience in the relevant area
• Show strong financial management capabilities
• Provide evidence of past project success

Post-Award Requirements

Successful grantees must provide:

• Narrative progress reports
• Financial reports with invoices and receipts
• Impact assessments
• Final report within 45 days of project completion

Important: Failure to submit required reports may jeopardize continued funding.

Strategic Guidance

Given the trust's 2025 focus on UK-only projects, applications should emphasize:

• How the project leverages the UK's position as a leader in accessible vegan food
• Connection to the UK's track record of leading social change
• Contribution to reaching the dietary shift “tipping point” in the UK

What to Avoid

• Projects involving any animal exploitation or animal product promotion
• Animal welfare reforms that don't eliminate animal use entirely
• Overly broad geographic scope (focus on UK impact)
• Lack of specific, measurable outcomes

Key Takeaways for Grant Writers

• Vegan Purity is Essential: Projects must be 100% vegan with no compromise—any animal exploitation disqualifies your application
• UK Focus is New and Strategic: The 2025 shift to UK-only funding reflects strategic belief in UK's potential for dietary transformation; emphasize UK-specific impact
• Rolling Deadlines Work in Your Favor: Year-round applications allow flexibility, but competition is high—apply when your project is ready to impress
• Two-Stage Process Saves Time: Initial expression of interest is low-barrier; invest effort in full application only if invited
• Reapplication is Welcomed: Previous rejection doesn't count against you—refine and resubmit if circumstances improve
• Demonstrate Experience for Larger Grants: While £1,000-£10,000 is standard range, proven track record opens doors to higher amounts
• 30-Day Decision is Fast: Quick turnaround means you need all documentation ready; no response within 30 days means unsuccessful

References

• Veg Trust Official Website: https://vegtrust.com/
• Veg Trust Application Guidelines: https://vegtrust.com/apply/
• UK Charity Commission Register: Charity Number 1195550, https://register-of-charities.charitycommission.gov.uk/en/charity-search/-/charity-details/5175190
• Companies House Record: Company Number 12958054, https://find-and-update.company-information.service.gov.uk/company/12958054
• Animal Charity Evaluators: “Conversation with Jane Land and Matthew Glover of Veganuary” (2016), https://animalcharityevaluators.org/blog/2016-conversation-with-jane-land-matthew-glover/
• Fundraiso Profile: https://www.fundraiso.com/en/organisations/veg-trust-ltd