Vegan small businesses in Devon have joined forces to promote their work and to give a "100% guarantee" to shoppers that their products are cruelty-free.
Veganism has been growing in popularity in the UK and many companies large and small are growing their vegan product ranges.
Greggs' vegan sausage roll launch was one of the UK's most high-profile product launches of the year - and it helped the bakery giant win the Brand of the Year award.
Now several small independent businesses in Torbay have joined forces in a co-operative to promote businesses that don't sell any animal products at all.
And they plan to launch their own Assurance Mark for local companies.
The Vegan Independent Trading Association Torbay (VITAT) has told Devon Live that it has a strict rule for members: they must be owners or managers of wholly Independent Vegan businesses within Torbay 'which do not support businesses involved in the exploitation of animals'.
Companies to have signed up include Terra Marique vegan restaurant in Union Street, Lil' Mama's Vegan Kitchen delivery service and Greenwyse vegan skincare.
A spokesman for the group told Devon Live: "Torbay is fortunate in having numerous dedicated vegan businesses, many of us are family run enterprises with limited resources and buying power but with firm conviction, passion and a strong desire to offer our customers the best.
"We want to offer our customers an absolute guarantee that our products are 100% cruelty free".
He added: "We want to be the voice of Independent Vegan businesses in Torbay. Vegans, by their very nature, are caring, considerate people and we want to reflect that in our businesses and what better way to do this than to work together, grow together and give our customers the best products and services at the best prices".
