Q & A with Sandra Weber
Founder & Chief Editor of Vlowers Magazin
Vlowers covers are designed by graphic designer & vegan Carolina Flores
“Veganism is growing in Switzerland in every area, more vegan restaurants and vegan offers in non-vegan restaurants, more articles in the media, more and more people know what veganism means and you can see a lot of so-called flexitarians becoming more open and familiar with veganism. The mystique about veganism is about to break. And that’s good.”
Founded by ethical vegan Sandra Weber & based in Zurich, Switzerland, Vlowers Magazin is a quarterly German magazine first issued in February 2012. The Vlowers vegan pop up breakfast café was founded in 2012 and is open every Sunday.
What themes does Vlowers cover?
The Vlowers-Magazine covers all important themes of vegan life. Which are actually often the same themes as in a nonvegan life! This means everything from food/recipes, travel, literature, sports, cosmetics, fashion, politics, art. But we also write about farm sanctuaries, animal protection/animal rights and more specific topics about ethical veganism.
How has the reception to Vlowers been in Switzerland?
Very good, since it was one of the first vegan Magazine and people are quite hungry for inspiration and information about veganism it seems. And we also get a lot of emails from people, who want to write for our Magazine or contribute an illustration of them. We are quite small at the moment, but eager to grow!
Do you anticipate seeing more magazines about veganism in Switzerland?
Yes, definitely. I expect the big media houses will publish their own vegan magazines sooner or later. Veganism is growing in Switzerland in every area, more vegan restaurants and vegan offers in non-vegan restaurants, more articles in the media, more and more people know what veganism means and you can see a lot of so-called flexitarians becoming more open and familiar with veganism. The mystique about veganism is about to break. And that’s good.
What are some of the challenges of running and sustaining a publication on veganism and related themes?
For us, the challenges is not the fact, that we run a publication about veganism, but that we are still small and in a start-up phase, which means we are quite low on financial means, and put a lot of idealism in our work, mostly unpaid. This is yet about to change, since we are growing step by step.
What was the motivation in establishing Vlowers as a digital & print magazine?
Print & digital publications both have their good reason: with a print magazine, you can get out to the people, I mean to literally everybody. On the other hand, it is important that people find useful information on our website/blog, and that’s why we do both. You can find yet many articles on our blog which are not in our print magazine, so the blog is somehow richer in content than the magazine, but the Magazine maybe even more attractive and comfortable to read – and touch.
Does Vlowers utilize social media for any specific reasons? If so, what social media platforms are preferred and why?
Yes, of course, I think you don’t have the choice not to use social media nowadays! We use Facebook and Instagram very consistently. Facebook comes in very handy because you can show your latest blogposts an attract people to the website, also you can share other interesting topics for a vegan or vegan interested community. We also share food pictures from our breakfast café, and this is what we mostly do on Instagram as well. Also we started to do some share for shares with other vegan business owners, so we can support each other and create win win situation.
Would you say veganism is popular in Switzerland, or growing in popularity? Do most vegans there appear to choose the lifestyle for ethical, environmental or health reasons (or a mix)?
Yes, veganism is growing. Most of the vegans I know chose it for ethical reasons, many for health and only some for environmental reasons. But I am sure for many it is a mix.
What needs and desires does Vlowers satisfy for its readership?
Readers gain knowledge and inspiration about a wide variety of topics, be it health concerned, interviews with vegan athletes or artists. They get to know vegan restaurants or any kind of vegan start-ups. And they also get a beautifully designed magazine!
Covers provided by Vlowers Magazin
Questions & post by Annika Lundkvist
Article: Magazines about Veganism →