My guest on the podcast today is Piia Jallinoja, professor of health sociology at the University of Tampere. In the episode, we talked about how veganism/vegetarianism is increasing in the world and Finland and the changing cultural position of meat-eating. We also talked about an exciting Facebook group based in Finland, “sipsikaljavegaanit” (crisp and beer vegans) and how a new wave of veganism is changing the common perceptions of veganism and vegans. At the end of the episode, Piia asked you two interesting and challenging questions, and we look forward to reading your answers as a comment in social media channels. (Sound editing by my dear friend Ufuk Evcimen. Licensed music by Luca Palumbo.)