The Vegan Society is one of the most influential vegan organisations worldwide. In 1990 VS created a trademark, The Vegan Trademark, which certifies products as being suitable for vegans. While this, without doubt, has been beneficial in many ways, a change in their present labelling practice is in order. This, I argue, is due to inobservance of a simple coherence requirement to treat morally similar cases alike: the fundamental moral reason that is precluding some products from vegan certification is not (...) precluding other products from such certification. I start by presenting the standard definition of veganism and briefly describing the two relevant cases. I then go on to argue that the treatment of such cases involves incoherence of the labelling practice. In addition, I propose a way of removing the incoherence that fits better with veganism’s future-orientedness. I finally consider and respond to some objections. (shrink)