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

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
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.

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 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

Molly Condit / We Animals

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

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

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.
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