The growing movement of veganism is now more a rhetorical situation than ever before and causing a lively rhetorical discourse. The rhetorical discourse of veganism is the issue of analysis in this paper. The very nature of rhetorical situation is that the situation must be located in reality and invite a rhetorical discourse capable of participating with possibly altering its reality. Veganism is a life style choice to find the alternative source for any animal products. Vegans do not consume animal products such as meat, fish, dairy, leather or fur. The reason behind choosing this lifestyle varies but a big majority is due to ethical and environmental concerns. Hence, the rhetorical discourse surrounding discourse in veganism is to challenge and change people s previous conceptions about their own long believed par of moral and environmentally friendly choices in their lives. By analyzing one of the most famous speeches within the vegan community-Gary Yourofsky s speech-using neo-Aristotelian method of rhetorical criticism, this paper aims to find the methods and choices the narrator made to persuade and appeal to non-vegan audience.