In a region where beef cattle outnumber people three to one, a group advocating peaceful eating habits are organising Whangarei's first Vegan Expo.
Billy Leonard, member of Whangarei Vegans group which organised the expo, said veganism was becoming more well-known in the city and that having Mayor Sheryl Mai opening it would lend more gravitas.
"I think a lot of people will come along out of curiosity, who aren't necessarily vegan," Mr Leonard said.
Vegans do not consume, use or wear any products produced from animals or containing animal by-products and avoid products tested on animals.
They do not eat meat, fish, eggs, dairy, honey, gelatine or use leather, fur, wool, cosmetics or soaps derived from animal products.