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Serving up Progress in Tucson: Hannah Hernandez’ Vegan Night Market

by | Jan 21, 2025

A portrait of vegan guide Hannah Hernandez at local coffee shop Exo Roast Co. Tucson, Arizona, USA, 2024.

Molly Condit / We Animals

Empowering our capacity for Compassion and Change

Food conjures up a special kind of magic. It tells a story, draws us together, and sparks connections. This magic has a new home at the Tucson Arizona Vegan Night Market, where the food represents not just a meal but the coming together of a diverse community of curious foodies: vegans and non-vegans alike.

A small fox at a fur farm stands at the back of a bare, wire-floored cage, unable to escape. Investigators have entered the farm during the early morning hours to document the foxes and raccoon dogs living in the farm's cages. Poland, 2024. Jo-Anne McArthur / Otwarte Klatki / We Animals

Some of the over 4,000 people attending the one-year anniversary of the quarterly Vegan Night Market in Tucson, Arizona. The quarterly market features vegan-only food, goods, and services. Its community popularity and consistently rising attendance necessitated a move from downtown to this larger space at the city’s Rillito Park Heirloom Market. Heirloom Farmers Markets | Rillito Park, Tucson, Arizona, USA, 2024.

Molly Condit / We Animals

Photographer: Molly Condit

Written by: We Animals

We Animals photojournalist Molly Condit documented the quarterly market, which showcases a vibrant mix of vegan foods and goods. Since its launch in June 2023, the event’s popularity has surged, and thousands of attendees have attended to celebrate and enjoy delicious plant-based food and goods.

Happy customers and friends (left to right) Jessica Kincade, Sulette Garcia and Arianna Arenas smile as they pose for a portrait at the Vegan Night Market. While not vegan, they have all attended previous markets and enjoy the food and atmosphere. Heirloom Farmers Markets | Rillito Park, Tucson, Arizona, USA, 2024. Molly Condit / We Animals
Happy customers and friends (left to right) Jessica Kincade, Sulette Garcia and Arianna Arenas smile as they pose for a portrait at the Vegan Night Market. While not vegan, they have all attended previous markets and enjoy the food and atmosphere. Heirloom Farmers Markets | Rillito Park, Tucson, Arizona, USA, 2024.

Molly Condit / We Animals

Ted Crawford shows off his "V" for vegan tattoo at the Vegan Night Market. Ted, a retired family physician, credits the diet with resolving all of his previous health issues. Heirloom Farmers Markets | Rillito Park, Tucson, Arizona, USA, 2024. Molly Condit / We Animals

Ted Crawford shows off his “V” for vegan tattoo at the Vegan Night Market. Ted, a retired family physician, credits the diet with resolving all of his previous health issues. Heirloom Farmers Markets | Rillito Park, Tucson, Arizona, USA, 2024.

Molly Condit / We Animals

The catalyst here is event creator Hannah Hernandez, also known as @deathfreefoodie, who shows that animal advocacy comes in all forms and that one person’s grassroots vision can spark widespread change. A Tucson native, Hernandez uses the event to promote vegan options and collaborate with non-vegan restaurants to expand their menus. She was a lifelong vegetarian before switching to veganism in 2017 after watching What the Health. A year later, she launched @deathfreefoodie, an Instagram account showcasing vegan options in Tucson and beyond. Her engaging reels and posts quickly built a large following, and she frequently collaborates with local restaurants to create specialty menu items named after her brand.

A small fox at a fur farm stands at the back of a bare, wire-floored cage, unable to escape. Investigators have entered the farm during the early morning hours to document the foxes and raccoon dogs living in the farm's cages. Poland, 2024. Jo-Anne McArthur / Otwarte Klatki / We Animals

A portrait of vegan guide Hannah Hernandez at local coffee shop Exo Roast Co. Hernandez operates under the Instagram handle @deathfreefoodie, building a large following and online presence by highlighting vegan options around the city and elsewhere using social media reels and posts. She is a co-founder of the Vegan Night Market, a quarterly market free to the public that showcases vegan-only food, goods and services. Exo Roast Co., Tucson, Arizona, USA, 2024.

Molly Condit / We Animals

The Death Free Ramen, a collaboration with vegan guide Hannah Hernandez, who operates under the social media handle @deathfreefoodie, has been on the menu at Obon Sushi and Ramen since 2022. The dish includes mushroom broth, charred Fresno chiles, pickled Fresno chiles, deep-fried tofu cubes, green onions, chili crunch, and noodles. It is a favourite among customers and staff. Obon Sushi Bar and Ramen, Tucson, Arizona, USA, 2024. Molly Condit / We Animals
The Death Free Ramen, a collaboration with vegan guide Hannah Hernandez, who operates under the social media handle @deathfreefoodie, has been on the menu at Obon Sushi and Ramen since 2022. The dish includes mushroom broth, charred Fresno chiles, pickled Fresno chiles, deep-fried tofu cubes, green onions, chili crunch, and noodles. It is a favourite among customers and staff. Obon Sushi Bar and Ramen, Tucson, Arizona, USA, 2024.

Molly Condit / We Animals

Tucson vegan guide Hannah Hernandez takes video clips of the Mushroom Karage and Avocado Nigiri roll at Obon Sushi Bar and Ramen for a social media post. Hernandez operates under the Instagram handle @deathfreefoodie and posts reels and content about vegan options in the state. Obon Sushi Bar and Ramen, Tucson, Arizona, USA, 2024. Molly Condit / We Animals
Tucson vegan guide Hannah Hernandez takes video clips of the Mushroom Karage and Avocado Nigiri roll at Obon Sushi Bar and Ramen for a social media post. Hernandez operates under the Instagram handle @deathfreefoodie and posts reels and content about vegan options in the state. Obon Sushi Bar and Ramen, Tucson, Arizona, USA, 2024.

Molly Condit / We Animals

After 12 years in the professional baking world, Hannah Houlden decided it was time to create her own treats and began baking fully vegan pastries, setting up shop in her home kitchen in Tucson, Arizona. What started as a micro bakery in the summer of 2019 (under cottage law) has since expanded into a full brick and mortar commercial kitchen and retail location in central Tucson, selling a myriad of popular treats, from "bear claws" to pain au chocolat, sweet and savory croissants, "Poptart" style pastries and more. Houlden's Rise Above sells directly to consumers and supplies wholesale goods to local coffee shops and restaurants. This 100% vegan facility is beloved by omnivores and vegans alike. Open for direct sales on the weekends only, the bakery often sells out in a matter of hours. Houlden has been a vegan since 2016 and focuses on creating both baked goods and a kitchen atmosphere that “does no harm."
Owner Hannah Houlden holds a raspberry cronut her vegan bakery Houlden's Rise Above. Houlden's Rise Above, Tucson, Arizona, USA, 2024. Molly Condit / We Animals
Owner Hannah Houlden holds a raspberry cronut her vegan bakery Houlden's Rise Above. Houlden's Rise Above, Tucson, Arizona, USA, 2024. Molly Condit / We Animals
After 14 years working in high-profile culinary establishments such as New York City’s Eleven Madison Park and Sullivan Street Bakery, Whole Slvce Pizza co-owner Travis Evans returned to his hometown of Tucson, Arizona, passionate and motivated to enliven the city’s pizza scene. Pairing up with restaurateur Ari Shapiro, Travis and Ari opened Whole Slvce Pizza in Tucson’s Old Mercado District in May 2024, serving six types of pizzas, made fresh to order and using either omnivore or matching plant-based ingredients. Perfected by Travis from his own recipe, the menu features plant-based ricotta cheese and soy-based sausage, which are fast becoming community favourites. As a vegan for the last eight years, it was important to Travis to incorporate plant-based options into Whole Slvce’s menu and he has found that the vegan options are just as popular as its non-vegan pizzas. Also featured is an exclusive dessert, the Holy Cannoli, made in collaboration with its original creator, local vegan bakery Houlden’s Rise Above.
Whole Slvce owner and chef Travis Evans slices into a freshly baked VV4 plant-based pizza pie. The VV4 features tomato sauce, salami, Calabrian chilis, red onion, ricotta and parmesan, all plant-based and often made fresh to order. Whole Slvce, Tucson, Arizona, USA, 2024. Molly Condit / We Animals
Whole Slvce owner and chef Travis Evans slices into a freshly baked VV4 plant-based pizza pie. The VV4 features tomato sauce, salami, Calabrian chilis, red onion, ricotta and parmesan, all plant-based and often made fresh to order. Whole Slvce, Tucson, Arizona, USA, 2024. Molly Condit / We Animals
A swirl of vegan soft serve ice cream served in a cup at Beaut Burger, a plant-based burger shop in Tucson's MSA Annex. A recent addition to the menu, the soft-serve is made using oat milk and available in vanilla, chocolate, or a combination with Oreo cookie or prickly pear cactus toppings. Beaut Burger, Tucson, Arizona, USA, 2024. Molly Condit / We Animals
A swirl of vegan soft serve ice cream served in a cup at Beaut Burger, a plant-based burger shop in Tucson's MSA Annex. A recent addition to the menu, the soft-serve is made using oat milk and available in vanilla, chocolate, or a combination with Oreo cookie or prickly pear cactus toppings. Beaut Burger, Tucson, Arizona, USA, 2024. Molly Condit / We Animals
A portrait of Chef Anthony Dromgoole at Obon Sushi and Ramen, where he has worked for several years. He enjoys the challenge of creating plant-based options and created the experimental recipes used for Obon's Mushroom Karage and Avocado Nigiri roll. Obon Sushi Bar and Ramen, Tucson, Arizona, USA, 2024. Molly Condit / We Animals
A portrait of Chef Anthony Dromgoole at Obon Sushi and Ramen, where he has worked for several years. He enjoys the challenge of creating plant-based options and created the experimental recipes used for Obon's Mushroom Karage and Avocado Nigiri roll. Obon Sushi Bar and Ramen, Tucson, Arizona, USA, 2024. Molly Condit / We Animals
A tray filled with a fresh batch of beer-battered cauliflower bites served at Beaut Burger, a plant-based burger shop in Tucson's MSA Annex. The bites are available as pictured, with celery, and buffalo and ranch sauce or on a bun. Beaut Burger, Tucson, Arizona, USA, 2024. Molly Condit / We Animals
A tray filled with a fresh batch of beer-battered cauliflower bites served at Beaut Burger, a plant-based burger shop in Tucson's MSA Annex. The bites are available as pictured, with celery, and buffalo and ranch sauce or on a bun. Beaut Burger, Tucson, Arizona, USA, 2024. Molly Condit / We Animals
A freshly made "B Mac" vegan "mac 'n' cheese" burger, halved and served at Beaut Burger, a plant-based burger shop in Tucson's MSA Annex. The "B Mac" features vegan macaroni and cheese, vegan cheddar and Swiss cheeses and buffalo sauce on a Beaut Burger patty. Beaut Burger, Tucson, Arizona, USA, 2024. Molly Condit / We Animals
A freshly made "B Mac" vegan "mac 'n' cheese" burger, halved and served at Beaut Burger, a plant-based burger shop in Tucson's MSA Annex. The "B Mac" features vegan macaroni and cheese, vegan cheddar and Swiss cheeses and buffalo sauce on a Beaut Burger patty. Beaut Burger, Tucson, Arizona, USA, 2024. Molly Condit / We Animals
Hannah Hernandez, a Tucson, Arizona-based vegan guide takes video clips of the noodles in the Death Free Ramen at Obon Sushi Bar and Ramen for a social media post. Hernandez operates under the Instagram handle @deathfreefoodie and posts reels and content about vegan options in the state. Obon Sushi Bar and Ramen, Tucson, Arizona, USA, 2024. Molly Condit / We Animals
Hannah Hernandez, a Tucson, Arizona-based vegan guide takes video clips of the noodles in the Death Free Ramen at Obon Sushi Bar and Ramen for a social media post. Hernandez operates under the Instagram handle @deathfreefoodie and posts reels and content about vegan options in the state. Obon Sushi Bar and Ramen, Tucson, Arizona, USA, 2024. Molly Condit / We Animals
The Vegan Night Market welcome signage with a list and map of vendors. The quarterly market features vegan-only food, goods, and services. Its community popularity and consistently rising attendance necessitated a move from downtown to this larger space at the city's Rillito Park Heirloom Market. Attendees walk past in the background. Heirloom Farmers Markets | Rillito Park, Tucson, Arizona, USA, 2024. Molly Condit / We Animals
The Vegan Night Market welcome signage with a list and map of vendors. The quarterly market features vegan-only food, goods, and services. Its community popularity and consistently rising attendance necessitated a move from downtown to this larger space at the city's Rillito Park Heirloom Market. Attendees walk past in the background. Heirloom Farmers Markets | Rillito Park, Tucson, Arizona, USA, 2024. Molly Condit / We Animals

Today, she’s on a mission to make veganism more visible and accessible, and her efforts have paid off. Market attendance ramped up from 1,300 at its debut to over 4,500 in September of 2024.

As part of the lead-up to the night markets, Hannah visits non-vegan businesses and encourages them to create unique plant-based dishes exclusively for the event. Many of these new creations remain on menus long after the market wraps up. Her inclusive approach has been key in normalizing plant-based dining in Tucson and building energy and excitement around the movement. The last market, which took place in December, was the largest yet, with over 63 vendors participating.

I think what remains unusual and very cool about the market is that there is just good energy, period. Everyone enjoys the atmosphere, and non-vegans outnumber vegans by a landslide. There’s no stigma, no judgment–just great food and a positive vibe. — Molly Condit

A small fox at a fur farm stands at the back of a bare, wire-floored cage, unable to escape. Investigators have entered the farm during the early morning hours to document the foxes and raccoon dogs living in the farm's cages. Poland, 2024. Jo-Anne McArthur / Otwarte Klatki / We Animals

Karl, owner of Substance Diner, accepts payment from a customer at the Vegan Night Market. Substance Diner’s offerings included the Roast Peace Sandwich, with or without plant-based cheese. The sandwich sold out before the market’s end. Heirloom Farmers Markets | Rillito Park, Tucson, Arizona, USA, 2024.

Molly Condit / We Animals

A team member at Churros Inzunza removes a giant spiral churro from a deep fryer at the Vegan Night Market. Offering a variety of different churro flavors and toppings, Churros Inzunza had a constant line of customers until the market closed. Heirloom Farmers Markets | Rillito Park, Tucson, Arizona, USA, 2024. Molly Condit / We Animals
A team member at Churros Inzunza removes a giant spiral churro from a deep fryer at the Vegan Night Market. Offering a variety of different churro flavors and toppings, Churros Inzunza had a constant line of customers until the market closed. Heirloom Farmers Markets | Rillito Park, Tucson, Arizona, USA, 2024.

Molly Condit / We Animals

Christa Lebron, owner of Chez Peachy, holds a vegan bento cake in her food truck at the Vegan Night Market, a Tucson, Arizona quarterly market featuring vegan-only food, goods and services. Lebron offers vegan bento cakes and drinks for the event and routinely sells out during the first hours of the market. Heirloom Farmers Markets | Rillito Park, Tucson, Arizona, USA, 2024. Molly Condit / We Animals

Christa Lebron, owner of Chez Peachy, holds a vegan bento cake in her food truck at the Vegan Night Market, a Tucson, Arizona quarterly market featuring vegan-only food, goods and services. Heirloom Farmers Markets | Rillito Park, Tucson, Arizona, USA, 2024.

Molly Condit / We Animals

Watch We Animals’ Instagram series about Hannah Hernandez and the Vegan Night Market @weanimals.

The vegan night market reflects a shift in Tucson’s food scene and a coming together of foodies from all walks of life. Thanks to the momentum generated by Hannah’s vision, plant-based options are no longer a niche in Tucson; they’re a celebrated part of the city’s culinary identity.

For more details, visit vnm.tucsonfoodie.com or follow @tucsonfoodie and @deathfreefoodie on Instagram.

Photographer: Molly Condit
Written by: We Animals

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