Analysis of the Sydney Vegan Market Event: Purpose and Objectives

This report offers a detailed analysis of the Sydney Vegan Market, exploring its purpose, goals, and objectives in supporting the vegan community and promoting compassionate and ethical behavior. It examines the event's location, frequency, and program, highlighting its focus on vegan food, products, and live entertainment. The report delves into community and corporate stakeholder relationships, emphasizing the market's partnerships with Vegan Distribution, Jalna, and Campbell Arnott to expand the reach of vegan products. Furthermore, it analyzes the event governance structure, including the roles of event coordinators, planners, and assistants, and assesses the expected impacts, such as the growing interest in plant-based cuisine and the expansion of vegan menu options in Australia. The conclusion reiterates the market's role in supporting vegetarians and its positive influence on health and business within the vegan sector.

Running head: EVENT ANALYSIS OF SYDNEY VEGAN MARKET
Event Analysis of Sydney Vegan Market
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1EVENT ANALYSIS OF SYDNEY VEGAN MARKET
Executive Summary
The main purpose of the report is to elaborate on the Sydney Vegan Market and its purpose
and objective. It provides an overview of the event governance and event program. It also
discusses about the community and corporate stakeholder relationships and the manner in
which the event is governed. It also illuminates on the Sydney Vegan market impact and its
assessment.

2EVENT ANALYSIS OF SYDNEY VEGAN MARKET
Introduction
Event Management deals with the application of project management for the creation
of large scale event like festival, ceremonies and concerts. It involves a study of the brand,
identification of target audience, building up the concept, and co-ordination of the technical
aspects before the actual event takes place (Clarke 2015). Sydney Vegan Market acts as the
ultimate destination of all things that is vegetarian. It covers everything from fresh food,
home wares, coffee to that of fashion. It mainly deals with food items like burgers, cheese
wraps, cheese and coffee. This report elucidates on the purpose of the event and analyses the
event governance and impact assessment of the event.
Purpose, goals and objectives of the event
The primary purpose of Sydney Vegan market is to support the vegetarians so that
they can maintain their veganism. The main objective of the event is to cater to those people
who want to see difference in relation to veganism in Sydney (Sydneyveganmarket.com,
2018). There is a great deal of talk about compassionate and ethical behaviour in the present
age and Sydney Vegan market wants to serve this end. The goal of the event is to create and
produce products which are completely vegan and it helps in connecting the like-minded
people.
Event location, duration, frequency
The location of Sydney Vegan Market is Sydney Portuguese Community Club 100
Marrickville Road, Marrickville NSW 2204 Australia. It is held on the 3rd Sunday of each
month and it runs between 9 am to that of 4pm. It will be held in 21st January, 2018.

3EVENT ANALYSIS OF SYDNEY VEGAN MARKET
The Event program
The program of the event highlights a different kind of eating and living. This event
caters to the need of those people who want to eat vegan delight and want to buy products
that is cruelty free. Those who make vegan products or want to test vegan products can reap
the benefit from this kind of a program. Conscientious customers can wander through the
stalls and is free to sip, buy and browse and they do not have to worry about cruelty. This
event is mainly related to food and the most popular vegan brand of Sydney attend this event.
Live entertainment would provide another reason that would help in drawing the attention of
the crowd (Blundell 2014). It would also offer vegan candles, accessories along with beauty
products and customers can try out any product they want. The big names that would attend
the Sydney Vegan Market in January is that of Soul Burger, Suzy Spoon Vegetarian Butcher
along with that of Cruelty Free Shop. Over the Moo would take care of the dessert of Sydney
Vegan Market (Benatar 2017).
Community and corporate stakeholder relationships
The stakeholders are the individuals and groups who can benefit from the operation of
the business. Fair treatment with the core stakeholders helps in bringing profits for the
business. The most important stakeholder relationship is between that of business and the
customer. The people who come to the Sydney Vegan Market are provided with great
product that helps in winning the customer loyalty (Kellett 2016). The Sydney Vegan Market
introduces the clients to a healthy way of life that reduces the risk of mortality on account of
different conditions like hypertension, obesity and cardiovascular disease. The buyers of the
products realize that animal product is not necessary for sustenance and that a large amount
of resource is being wasted because we tend to support the growth of animals whom we kill

4EVENT ANALYSIS OF SYDNEY VEGAN MARKET
later on (Wirnitzer et al. 2016). It will encourage the customers to learn more and encourage
them to look into different issues that they may have overlooked earlier.
Sydney Vegan Market is involved in a partnership with that of Vegan Distribution
that aims in order to bring compassionate goodness to that of the masses. Vegan Distribution
is a pioneer in relation to distribution and import/export of the eco-friendly products. They
are responsible for sourcing the vegan products and they act as a great wholesaler for the
restaurant and business. They have collaborated with Jalna that is an Australian business that
is committed to produce nutritious food (Byrd-Bredbenner et al. 2014). They have also
partnered with Campbell Arnott which is a large food manufacturer within Australia. The aim
of Campbell Arnott Team is to make healthy eating an easier choice with the help of product
innovation (Moskwa, Higgins-Desbiolles and Gifford 2015).
The community will greatly benefit from the Sydney Vegan Market as they would be
enlightened about the importance of vegan food and the positive impact that it can have on
the physical health of an individual. People would get to know about the merits of vegan food
and it can help in influencing the decisions of others. The Sydney Vegan market would
greatly encourage the business who sell vegan product and encourage them to expand their
business.
Event governance
The Sydney vegan Market has a great organisational structure that ensures that a large
number of customers would attend the market. The event co-ordinator would sit at the top of
the hierarchy and under his active guidance the event planner would work with the Client
service event manager. Event co-ordinators should be able to complete a large number of
activities by making use of clear communication along with organisational skills. The Event
Planner would work closely with the co-ordinator in order to ensure that the event functions

5EVENT ANALYSIS OF SYDNEY VEGAN MARKET
smoothly. They are responsible for choosing the location and catering and has a lot of
responsibility in relation to the finance department (Campbell-Arvai, Arvai and Kalof 2014).
They help in ensuring that the team sticks to the budget. They play an active role and is
responsible for doing the paperwork. The Event Assistant would work under the Event
manager and they will be responsible for making calls to the people who can help them in the
arena of research. The event assistant knows about all the minute details of event and teaches
and coordinates important facts to the others. The production manager is responsible for
controlling the entire staff and they ensure that the employees are trained adequately and
ensure a safe working environment. They set up the Risk Assessment and they are
responsible for designing the deadlines.
Expected event impacts and impact assessment
Australia ranks third in terms of growing market of vegan foods and the Sydney of
Vegan Market helps in popularizing the vegan foods in an era where the incidence of cancer
and different diseases are on the rise. It will lead to growing interest in relation to plant based
cuisine and many reputed restaurants in Australia will follow vegan menus being inspired by
this event (Rosenfeld and Burrow 2017). The big chains within Australia will come to the
meat-free party and companies like that of Subway and Domino’s will come forward to offer
vegan menu options. Many eateries would start to operate under the banner of clean eating. It
will give rise to an increase in cruelty free shop that sells more than that of 3500 vegan
products (Cserhati and Szabo 2014). Vegan will become the new buzzword and a large
number of Australian consumers will become interested in brand vegan though they may not
live as vegans.

6EVENT ANALYSIS OF SYDNEY VEGAN MARKET
Conclusion:
The main purpose of the Vegan Market of Sydney is supporting the vegetarians so
that they can maintain veganism. It is specially suited for those people who want to bring
about a change in the world by taking recourse to veganism. It reduce the risk of mortality
due to different conditions like hypertension and cardiovascular disease. The event co-
ordinator helps in the organisation of the Sydney Vegan Market along with that of event
planner and client service event manager. They play a significant role in order to ensure that
the event goes smoothly. The event co-ordinator with the help of his communication and
organisation skills ensures that the Sydney Vegan Market attracts the attention of a large
number of people. The production manager controls the entire staff and provides training to
the employees so that a safe working environment is created. After being inspired by the
Sydney Vegan Market many eateries would get inspired and they would start to keep vegan
menus. Many eateries would start functioning that offers the facility of clean eating.

7EVENT ANALYSIS OF SYDNEY VEGAN MARKET
References:
Benatar, J., 2017. Cardiometabolic Risk Factors in Vegans–A Meta-Analysis of Case Control
Studies. Heart, Lung and Circulation, 26, pp.S344-S345.
Blundell, L., 2014. Food: The big retail winner. Property Australia, 28(4), p.60.
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Perspectives in Nutrition: A Functional Approach. McGraw-Hill.
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Clarke, A., 2015. Vegetarianism and sustainability. Journal of the Australian Traditional-
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Kellett, L., 2016. More diet trends. Good Practice, (8), p.17.
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8EVENT ANALYSIS OF SYDNEY VEGAN MARKET
Sydneyveganmarket.com (2018). About. [online] Sydney Vegan Market. Available at:
https://www.sydneyveganmarket.com/ [Accessed 3 Jan. 2018].
Wirnitzer, K., Seyfart, T., Leitzmann, C., Keller, M., Wirnitzer, G., Lechleitner, C., Rüst,
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