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Veganville sees a group of vegans head to the heart of south Wales to try to convert local meat eaters to a plant-based lifestyle, challenging views on both sides of the debate in the process.

Meat and dairy consumption is ingrained in local culture across the UK, and Merthyr Tydfil, a town surrounded by hills and farmland, is home to many who depend on animal agriculture for employment and nutrition.
But with veganism making its way into the mainstream, the series explores what motivates those who choose a plant-based lifestyle, and those who don鈥檛, as a group of vegans tries to convince the tight-knit community of Merthyr to go meatless.

The vegans include full-time animal rights activist Joey, Miami bodybuilder Korin, single mum Jodi, foodie Rikki and truck driver Dan. Each has a different attitude towards giving up animal products, leading to tensions when it comes to the methods used for spreading the word about veganism.

The first four vegans arrive at their new home in Merthyr Tydfil and waste no time setting up a welcome event in the town centre. Tensions among the group soon rise as it becomes clear that, although they share the same goal, their attitudes to spreading the plant-based message are very different. Meanwhile, Merthyr residents have mixed feelings when it comes to veganism. Some are open to the idea, but others believe that animal products are part of balanced diet and many simply enjoy the taste of meat. With Jodi and Rikki keen to win the community over with kindness and cake, and Joey adopting the hard-hitting approach of playing abattoir footage in the town square, will the local community and the vegans be able to accept each other鈥檚 point of view?