We recently connected with Christy Griffin and have shared our conversation below.

Alright, Christy thanks for taking the time to share your stories and insights with us today. So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?

The San Francisco Vegan Society (SFVS) is a volunteer-driven non-profit dedicated to promoting a plant-based lifestyle that’s healthy, ethical, and sustainable. Our mission is to foster a community where Bay Area residents can embrace veganism, aligning with principles of health, environmental protection, animal welfare, and social justice.

Originally founded in 1968 as the San Francisco Vegetarian Society, our focus initially centered on advocating vegetarianism for health reasons. Over the decades, our mission evolved to embrace veganism as a more impactful choice for personal health, environmental sustainability, and ethical treatment of animals and workers alike.

In 2023, after persistent efforts, we successfully rebranded as the San Francisco Vegan Society to better reflect our mission, advocating against the consumption of eggs and dairy due to their health risks, environmental toll, and inherent cruelty. The recent name change signifies a milestone in aligning our identity with our values.

As President, my goal has been to elevate all facets of SFVS’s mission equally. Personally, as an activist, promoting veganism isn’t just a cause—it’s a conviction rooted in challenging systems that exploit both animals and people, combating climate change, and improving human health.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I’ve served as President of SFVS since 2019, bringing over 30 years of dedication to the animal protection movement. My vegan journey and my involvement with SFVS started in 2003 when I transitioned to veganism after 12 years as a vegetarian. I have been participating in World Vegan Fests since 2003 through various organizations such as People for the Ethical Treatment of Animals, In Defense of Animals, Farm Sanctuary, Animal Place, and California Congress for Animals.

Beyond SFVS, I’m actively involved with Kinship Circle, an organization focused on animal disaster aid, and Duo Duo Project, which is dedicated to ending the dog and cat meat trade. Additionally, I run my own pet-sitting business. Throughout my career, I’ve committed myself to improving the lives of animals, whether through advocacy, disaster response, or direct care.

I’m most proud of the impact I’ve made in advancing veganism and animal rights, both locally and globally. My work is driven by compassion, integrity, and a relentless pursuit of justice for animals. Whether campaigning against the meat, dairy, and egg industries; supporting disaster relief efforts; or providing loving pet care, I strive to make a meaningful difference in the lives of animals every day.

Any thoughts, advice, or strategies you can share for fostering brand loyalty?

SFVS maintains close connections with our members and supporters through a robust strategy that includes social media engagement, newsletters, and a diverse array of in-person and online events. We actively update our social media platforms with informative posts 5-7 times weekly and distribute 1-4 newsletters per month covering health studies, climate change research, human and animal rights issues, action alerts, and upcoming events.

To nurture brand loyalty, we host monthly group dinners, feature presentations by leaders in the vegan movement, screen films, conduct outreach activities with vegan literature, offer branded SFVS merchandise, and organize our flagship event, World Vegan Fest.

Celebrating its 25th year in 2024, World Vegan Fest is one of the United States’ largest and longest-running vegan festivals. World Vegan Fest will be at the San Francisco County Fair Building in Golden Gate Park on Sunday, October 20, from 11 am to 5 pm. The event promotes healthy, ethical, and sustainable living through a plant-based diet and cruelty-free practices.

World Vegan Fest showcases renowned educational speakers, demonstrations by top vegan chefs, cruelty-free vendors, lively entertainment, and a diverse array of delicious vegan food options. With an average attendance of over 3,000 people, World Vegan Fest embodies our commitment to community engagement and advocacy for a compassionate lifestyle.

Any insights you can share with us about how you built up your social media presence?

When SFVS first ventured onto social media in the early 2000s, we started with a modest presence on Facebook, connecting with a few hundred followers who shared our passion for plant-based eating. Over time, our strategy evolved as we recognized the power of these platforms in reaching a broader audience and amplifying our message of health, sustainability, and compassion.

Our approach centered on consistent, engaging content tailored to each platform’s unique audience. On Facebook, we initially focused on sharing informative articles and event updates, gradually expanding to include visually compelling posts and community-driven discussions. This helped us cultivate a loyal following eager to learn and engage.

Expanding onto YouTube allowed us to showcase educational content such as cooking demonstrations, interviews with experts, and coverage of our events like World Vegan Fest. Instagram became a visual extension of our brand, highlighting delicious vegan dishes, behind-the-scenes moments, and impactful stories. Twitter became our platform for real-time updates, advocacy campaigns, and engaging in conversations with influencers and followers alike. Embracing TikTok more recently has allowed us to connect with a younger, dynamic audience through short, creative videos that promote our core values in a relatable way.

Key to our growth has been staying authentic to our mission and consistently delivering value to our audience. Whether through sharing compelling stories, advocating for animal rights, or providing practical tips for transitioning to a vegan lifestyle, we’ve strived to create meaningful connections with our followers.

For those starting to build their social media presence, I advise focusing on quality over quantity, understanding your audience, and leveraging each platform’s strengths. Consistency is crucial—regularly posting content that resonates with your audience keeps them engaged and encourages growth. Additionally, engage actively with your community by responding to comments, participating in discussions, and collaborating with influencers or like-minded organizations. Building a social media presence is a journey that requires patience, persistence, and a genuine commitment to your cause.

Contact Info:

• Website: https://www.sfvs.org/
• Instagram: https://www.instagram.com/sfvegansociety/
• Facebook: https://www.facebook.com/sfvegsociety
• Twitter: https://x.com/SFVS4veg
• Youtube: https://www.youtube.com/@sfvegansociety