In this article, I tackle and reflect on the vegetarian movement of the Russian empire in its making, branding, and imagining by examining the All-Russian Vegetarian Congress in Moscow in 1913. By scrutinizing its organization, agenda and resolutions, the study brings to the surface and explores the ideological imaginaries and the dynamics of vegetarian collective action. I discuss the organization and convening of the congress, analyze the discursive activity around it, as well as hint at its implications for the fledgling vegetarian activism. I also contextualize the event within a broad reform-oriented social movement space, as well as spotlight the diversity of understandings of vegetarianism. The case study hints at the manifestations of movement making and branding, as well as unfolds the ideological foundations that were given preferences and why this was so. The congress apparently favored the ethical strand of vegetarianism and aimed at life reform in a broader sense. However, it did not really succeed in bringing about the long-awaited consolidation and unification of the vegetarians in the country.