ProVeg International

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ProVeg International
ProVeg International logo.webp
TypeNon-governmental organisation
FocusNutrition, health, ecology and animal ethics
OriginsVegetarierbund Deutschland, Leipzig
Area served
MethodInformation, support, campaigns
Sebastian Joy
Vice president
Jasmijn de Boo
SubsidiariesProVeg Deutschland
ProVeg Nederland

ProVeg International (/ˈprəʊvɛdʒ/[2]) is a non-governmental organisation that works in the field of food system change on four continents with nine offices. The organisation's stated mission is to reduce the consumption of animal products by 50% by 2040, to be replaced by plant-based or cultured alternatives.[3] Instead of increasing the share of vegetarians and vegans, ProVeg's focus is on reducing animal product consumption in the general population.[4]

ProVeg operates in Germany (ProVeg Deutschland, founded as Vegetarierbund Deutschland in 1892), the Netherlands (ProVeg Nederland, founded as Viva Las Vega's in 2011), the United Kingdom, Poland, Spain, China, South Africa and the United States.


The old ProVeg logo, in use 2017–2021
The old ProVeg logo, in use 2017–2021

ProVeg International was founded in Germany, Poland and the United Kingdom in 2017.[5][1] Its name derives from Latin pro- ('in favour of') and veg, supposedly denoting "the veggie movement, meaning people interested in a plant-based lifestyle".[6] ProVeg has the following country branches.



  • COP (United Nations climate change conferences): ProVeg representatives attended COP24 in 2018.[18] Having gained permanent observer status at the UN Framework Convention on Climate Change, the organisation has guaranteed access to COP events since the end of 2019.[19]
  • New Food Conference: the New Food Conference organised by ProVeg is an international event focusing on plant-based and cultured products developments. The first edition took place in Berlin in March 2019.[20][21][22][23]
  • Vegan Summerfest: In cooperation with Berlin Vegan and the Albert Schweitzer Foundation, ProVeg is the main host and co-organiser of the annual Vegan Summerfest (German: Veganes Sommerfest), a three-day vegan food festival that takes place on the Alexanderplatz in Berlin. The 2019 edition featured around 100 information and selling stands.[24]
  • VegMed: ProVeg hosts VegMed, an annual international medical congress on plant-based diet. It is aimed at physicians, medical students, healthcare professionals, as well as scientists and related disciplines. In 2019, the sixth edition was held in London, the first VegMed outside Germany.[25]

Food industry development[edit]

  • Smart Protein: In October 2019, ProVeg International was awarded funds to carry out Smart Protein, an EU-funded project including over 30 partners to develop commercially viable plant-based products from underutilised raw materials. From 2020 to 2024, ProVeg assesses markets for the Smart Protein targeted-proteins ingredients and food products by investigating consumer acceptance and trust towards innovative and new plant-based products.[26][27]
  • V-label: In Germany, ProVeg International is responsible for licensing the V-label, an international label that certifies vegetarian and vegan products.[28]
  • ProVeg Incubator: the business incubator arm of ProVeg, created to support vegan startups, as well as startups using cellular agriculture techniques.[29] It was established in October 2018,[30] and according to Forbes, it was the first business incubator of its kind.[31] The incubator has an international outlook, engaging in its activities within several countries.[30] It counts Mark Post and Ryan Bethencourt among the members of its mentoring programme.[30] By May 2020, the Incubator has supported over 30 startups from 15 different countries.[32] By 2021, the Incubator has supported 50 startups.[33]


  • European Consumer Survey: ProVeg International launched a European Consumer Survey on Plant-Based Foods, which surveyed over 6,000 consumers across nine European countries to identify priorities for products improvement and development. 76% of participants identified as plant-based eaters, while the other 24% called themselves reducers. The survey's first report, published in June 2020, among other things found that participants were primarily interested in increasing the availability of plant-based cheese in supermarkets; additionally, reducers wanted to see more plant-based ready meals and meat replacements, while plant-based eaters were more interested in plant-based baked goods and chocolates.[34][35]
  • Pandemic report: In July 2020, ProVeg published the Food & Pandemics Report, stating that intensive animal farming is the most dangerous man-made cause of pandemics and epidemics such as COVID-19, Ebola, SARS and MERS, all of which are zoonotic. As slaughterhouses are particularly vulnerable to infection and forced shutdowns, this also disrupts the food supply chain that humans rely on for survival. The report, citing various scientific experts and organisations, concluded that fundamental changes in the current global food system would be necessary to prevent future pandemics. The report received support from the United Nations Environment Programme (UNEP), with Musonda Mumba saying increased interactions between humans, wild animals and farmed animals have created unprecedented opportunities for pathogens to spread. European Centre for Disease Prevention and Control (ECDC) chief Tamas Bakonyi nuanced some of the report's findings, adding that intense human global travelling (especially in groups), human overpopulation, deforestation, land use, the transportation of goods and other factors played key roles in causing pandemics as well.[36][37][38]

School programmes[edit]

  • Plant Powered Pupils: ProVeg launched its Plant Powered Pupils programme in 2016, supported by the German health insurance company BKK ProVita.[39] The programme aims to empower children and adolescents by educating them about the impact of their food choices through interactive cooking workshops.[40]
  • Climate-Efficient School Kitchens: Climate-Efficient School Kitchens is a joint project between ProVeg and the Institute for Future Studies and Technology Assessment (Institut für Zukunftsstudien und Technologiebewertung, IZT), which provides free training for kitchen staff, trainee chefs, and caterers in ways to prepare sustainable, low-cost, healthy meals in public schools. This features ingredients such as plant-based, low-carbon-footprint alternatives to meat, as well as energy-saving kitchen appliances.[41]
  • School Plates: ProVeg launched the School Plates programme in the UK in June 2018 with the goal of making primary school menus healthier.[42]

European Union campaigns[edit]

EU 'veggie burger ban' (Amendment 165) and dairy ban (Amendment 171)[edit]

The European Parliament Committee on Agriculture and Rural Development proposed Amendment 165, prohibiting meat and dairy names for plant-based alternatives (such as 'vegetarian sausage' and 'soy schnitzel'), as these were allegedly 'confusing'[43] in May 2019. ProVeg International fought the proposal, which was ultimately rejected.

On 8 October 2020, ProVeg co-signed a letter to Members of the European Parliament asking to vote down the proposal, alongside IKEA and Compassion in World Farming.[44] ProVeg also ran a petition against the amendment. Within three days, the petition received over 16,000 signatures.[45][46], and over 150,000 signatures by 15 October 2020.[47] ProVeg vice-chair Jasmijn de Boo told The Guardian: '[the ban] is clearly nonsense. Just as we all know there is no butter in peanut butter, consumers [buying veggie burgers] know exactly what they're getting. These proposals are in direct contradiction of the EU's stated objectives in the European Green Deal and Farm to Fork strategy to create healthier and more sustainable food systems.'[48] On 23 October 2020, the European Parliament voted against Amendment 165.

However, on the same day the European Parliament did pass on Amendment 171 to future sittings, a restriction on plant-based dairy alternative names, which would have outlawed food labels including 'yogurt-style', 'cheese-alternative', 'almond milk' and 'vegan cheese'.[49][50] ProVeg also ran a campaign and petition against Amendment 171, and the European Parliament withdrew it in May 2021.[51]

EU animal products advertisements[edit]

In 2020 and 2021, ProVeg criticised the EU's advertisement campaigns for animal products made on EU territory.[52][53]


In 2019, ProVeg International employees complained about sexism and "continual pressure" emerging from the management team. The complaints were raised confidentially with the charity auditor Animal Charity Evaluators (ACE), which also conducted a workplace culture survey. ACE had first reviewed ProVeg Germany's predecessor VEBU in 2016,[54] including a workplace culture survey. It had recommended ProVeg's predecessor VEBU as a "standout charity" in its 2016 rating. VEBU merged with other organisations to form ProVeg International, and ACE also ranked the new organisation as a "standout charity" in 2017 and 2018. In 2019 however, due to the accusations and negative results in the workplace survey, ACE no longer listed ProVeg International. ACE welcomed the prior decision to add a woman to the executive team, Jasmijn de Boo.[55]

ProVeg established a working group on diversity and inclusion in 2018.[56] It has pledged to offer nine disability-inclusive jobs by 2024.[57][58] ProVeg e. V., the NGO's legal entity in Germany, follows the transparency standards (Initiative Transparente Zivilgesellschaft [de]) of the German Transparency International chapter.[59]


ProVeg has permanent-observer status with the United Nations Framework Convention on Climate Change (UNFCCC),[60] is a member of the UNFCCC Climate Technology Centre and Network (CTCN),[61] and is accredited for UN Environment Programme (UNEP) Assembly.[62]

ProVeg has received the United Nations’ Momentum for Change Award in 2018[63] for two of its programmes: Climate-Efficient School Kitchens and Plant-Powered Pupils.[64]

See also[edit]


  1. ^ a b c "Conoce ProVeg, 100% Veggie, Ética y Saludable". Proveg España (in Spanish). 11 October 2017. Retrieved 5 July 2021.
  2. ^ National Dietary Guidelines need to change, retrieved 4 November 2021
  3. ^ "About". ProVeg International. Retrieved 9 November 2021.
  4. ^ Winiecki, Jędrzej (13 July 2021). "Z ołówkiem w ręku. Planetę można zacząć ratować we własnej kuchni". (in Polish). Retrieved 13 September 2021. Stawiamy na ograniczanie produktów odzwierzęcych w większej części populacji niż na zachęcanie do tego, by nieznacznie powiększyła się liczba wegan i wegetarian.
  5. ^ a b c "VEBU wird zu ProVeg". WirEssenGesund (in German). 5 September 2017. Retrieved 5 July 2021.
  6. ^ "Transparenz". ProVeg Deutschland (in German). Retrieved 16 December 2021. Wofür steht der Name ProVeg? Das lateinische Präfix „pro-“ bedeutet „dafür“, „für“ oder „vorwärts“. „Veg“ steht für die Veggie-Bewegung, also Menschen, die Interesse an einer pflanzlichen Lebensweise haben.
  7. ^ "Geschiedenis · EVA maakt het plantaardig". EVA maakt het plantaardig (in Dutch). Archived from the original on 28 February 2022. Retrieved 29 June 2022.
  8. ^ "EVA wordt ProVeg · EVA maakt het plantaardig". EVA maakt het plantaardig (in Dutch). Archived from the original on 10 June 2022. Retrieved 29 June 2022.
  9. ^ "Partenaires de la campagne Jeudi Veggie · EVA maakt het plantaardig". EVA asbl (in French). Retrieved 29 June 2022.
  10. ^ "ProVeg China stellt sich vor". ProVeg Deutschland (in German). Retrieved 3 August 2021.
  11. ^ "Česká veganská společnost se stává ProVeg Česko". Česká veganská společnost (in Czech). Retrieved 3 August 2021.
  12. ^ "Česká veganská společnost, z.s. ⇒ IČO: 03094936 - Obchodní rejstřík | Pení". Archived from the original on 3 August 2021. Retrieved 3 August 2021.
  13. ^ "Flexitarianism on the rise in the Czech Republic". ProVeg International. 7 September 2021. Retrieved 7 September 2021.
  14. ^ "Die Geschichte von ProVeg". ProVeg Deutschland (in German). Retrieved 3 August 2021.
  15. ^ "ProVeg oprichter Veerle Vrindts ontvangt duurzaamheidsspeldje". ProVeg Nederland (in Dutch). 2 October 2019. Retrieved 3 August 2021.
  16. ^ "ProVeg South Africa, formerly Vegilicious". ProVeg South Africa. 1 July 2018. Retrieved 3 August 2021.
  17. ^ "Meet our first US country director: Michael Webermann". ProVeg International. 5 July 2019. Retrieved 3 August 2021.
  18. ^ "Aktiv für den Klimaschutz: ProVeg auf der COP 24". ProVeg Deutschland (in German). 11 December 2018. Retrieved 4 November 2021.
  19. ^ "The United Nations and ProVeg International". ProVeg International. 22 October 2021. Retrieved 4 November 2021.
  20. ^ Tomé Morrissy-Swan (26 March 2019). "Anyone fancy a lab-grown beef burger? Why clean-meating is the future of food". The Daily Telegraph. Retrieved 15 October 2020.
  21. ^ Deniz Gülsöken (4 April 2019). "Slaughter-Free Food Is The New And The Now Way Of Feeding The World". Forbes. Retrieved 15 October 2020.
  22. ^ Piotr Rzymski, Barbara Poniedziałek (12 April 2019). "ProVeg „New Food Conference". Nadzieja na lepszą przyszłość". Polityka (in Polish). Retrieved 15 October 2020.
  23. ^ "ProVeg International Comprehensive Review 2018". Animal Charity Evaluators. November 2018. Retrieved 15 October 2020.
  24. ^ "Das müssen Sie zum Veganen Sommerfest 2019 in Berlin wissen". Berliner Morgenpost (in German). 21 August 2019. Retrieved 24 October 2020.
  25. ^ Maria Chiorando (23 October 2018). "Major Scientific Plant-Based Nutrition Conference Coming To UK". Plant-Based News. Retrieved 17 October 2020.
  26. ^ Elizabeth Green (7 October 2019). "Future food: Major EU project to develop alternative, smart proteins". Food Ingredients First. Retrieved 17 October 2020.
  27. ^ Flora Southey (8 October 2019). "Smart Protein Barilla AB InBev, Thai Union et al. on EU-funded novel protein project". Food Navigator. Retrieved 17 October 2020.
  28. ^ Andreas Wassermann (7 December 2018). "Proveg Deutschland: Die Geschäfte des Vegetarierbunds". Der Spiegel (in German). Retrieved 17 October 2020.
  29. ^ Ettinger, Jill (10 September 2018). "German Business Incubator Launched to Help Vegan Startups". LIVEKINDLY. Retrieved 8 April 2021.
  30. ^ a b c Filko, Nadine (15 October 2019). Clean Meat: Fleisch aus dem Labor: Die Zukunft der Ernährung?. Langen-Müller. p. 51. ISBN 978-3-7844-8363-4.
  31. ^ Gülsöken, Deniz. "5 Animal Product Free Food Startups To Look Out For". Forbes. Retrieved 8 April 2021.
  32. ^ Wirsching, Sandra. "Growing interest in alternative meat market". European Biotechnology. Retrieved 8 April 2021.
  33. ^ "The Innovative Startups Joining the 6th ProVeg Accelerator Are Revealed - From Mushroom Meat to Upcycled Fruit Pits". Vegconomist. Retrieved 8 April 2021.
  34. ^ Oliver (4 June 2020). "Cheese ready-meals and egg alternatives most in demand among plant based eaters". Food Navigator. Retrieved 24 October 2020.
  35. ^ "Survey shows potential in plant-based market". Specialty Food Magazine. Aceville Publications. 2 June 2020. Retrieved 24 October 2020.
  36. ^ Elizabeth Green (16 July 2020). "Intensive animal farming is "single most risky human behavior" amid pandemics, ProVeg warns". Food Ingredients First. Retrieved 24 October 2020.
  37. ^ Flora Southey (21 August 2020). "Food and pandemics: Is intensive animal farming the 'single most risky human behaviour'?". Food Navigator. Retrieved 24 October 2020.
  38. ^ Γαργαλάκος, Νίκος (2 September 2020). "ProVeg International: «Εντατική κτηνοτροφία, η πιο επικίνδυνη ανθρωπογενής αιτία για νέες πανδημίες»". (in Greek). Retrieved 11 September 2020.
  39. ^ "United Nations Climate Action Award Goes to Germany for the First Time". Business Wire. 11 December 2018. Retrieved 24 October 2020.
  40. ^ Ben (11 February 2019). "Pflanzen-Power in der Schulküche". KiKa (in German). Retrieved 24 October 2020.
  41. ^ "Climate-Efficient School Kitchens and Plant-Powered Pupils | Germany". United Nations Framework Convention on Climate Change. Retrieved 24 October 2020.
  42. ^ Jimmy Pierson (4 October 2018). "Banning sausages and bacon from school dinners could save our children's lives – so why aren't we doing it?". The Independent. Retrieved 24 October 2020.
  43. ^ "REPORT on the proposal for a regulation of the European Parliament and of the Council amending Regulations (EU) No 1308/2013 establishing a common organisation of the markets in agricultural products, (EU) No 1151/2012 on quality schemes for agricultural products and foodstuffs, (EU) No 251/2014 on the definition, description, presentation, labelling and the protection of geographical indications of aromatised wine products, (EU) No 228/2013 laying down specific measures for agriculture in the outermost regions of the Union and (EU) No 229/2013 laying down specific measures for agriculture in favour of the smaller Aegean islands". Retrieved 25 October 2020. Amendment 165 (unpaginated, search in text for "steak")
  44. ^ "Voting recommendation". European Plant-based Foods Association (ENSA). pp. 6–7. Retrieved 25 October 2020.
  45. ^ Sanne Schelfaut (16 May 2019). "Actie tegen ban op namen vleesvervangers: 'Slavink net zo misleidend als kipstuckjes'". Algemeen Dagblad (in Dutch). Retrieved 16 June 2020.
  46. ^ Jon Stone (13 May 2019). "Campaigners rally against EU 'veggie burger' name ban". The Independent. Retrieved 16 June 2020.
  47. ^ Flora Southey (15 October 2020). "Debate heats up ahead of EU veggie 'burger' vote: 'Oatly doesn't need to put 'milk' on their carton, the consumer understands what it is'". Food Navigator. Retrieved 17 October 2020.
  48. ^ Damian Carrington (16 October 2020). "Battle over EU ban on 'veggie burger' label reaches key vote". The Guardian. Retrieved 24 October 2020.
  49. ^ Fortuna, Gerardo (23 October 2020). "MEPs save 'veggie burger' from denomination ban". Retrieved 9 September 2021.
  50. ^ "Results of Votes 23 October 2020". Amendments to Regulation (EU) No 1308/2013 (...) 165 (...) 284, 379, 27
  51. ^ Barry, Sinead (28 May 2021). "Cheesed off? Controversial bill withdrawn from EU". euronews. Retrieved 9 September 2021.
  52. ^ "ProVeg International calls on the EU to halt its promotion of environmentally damaging foods". ProVeg UK. 13 March 2020. Retrieved 13 July 2021.
  53. ^ ""Unia Europejska funduje kryzys klimatyczny". Miliony naszych pieniędzy na reklamy mięsa". nextgazetapl (in Polish). Retrieved 13 July 2021.
  54. ^ "Updated Recommendations: December 2016". Animal Charity Evaluators. 28 November 2016. Retrieved 27 January 2022.
  55. ^ "ProVeg International Review | Animal Charity Evaluators". 21 October 2020. Retrieved 19 December 2021. Much of ProVeg’s staff seems concerned about internal discrimination and the unequal treatment of employees, particularly along gender lines. While the majority of respondents to ProVeg’s culture survey agreed that Joy is proactive about ensuring gender equality in the organization, much of ProVeg’s staff is concerned about sexist behavior from other members of ProVeg’s leadership team. These concerns have been made clear to us both from ProVeg’s culture survey and from our confidential conversations with ProVeg staff. ProVeg has recently taken positive steps towards improving their culture, including adding more diversity trainings and education, as well as adding a third member to their executive team, Jasmijn de Boo.
  56. ^ "ProVeg International Review | Animal Charity Evaluators". 21 October 2020. Archived from the original on 21 October 2020. Retrieved 19 December 2021.
  57. ^ "Inklupreneur Pledges Berlin – Inklupreneur Berlin". 19 December 2021. Archived from the original on 19 December 2021.
  58. ^ "Inklupreneur Berlin". 19 December 2021. Archived from the original on 19 December 2021.
  59. ^ "Initiative Transparente Zivilgesellschaft". ProVeg Deutschland (in German). Retrieved 19 December 2021.
  60. ^ "Admitted NGOs". Retrieved 15 October 2020.
  61. ^ "ProVeg e.V. | Climate Technology Centre & Network". Retrieved 15 October 2020.
  62. ^ Environment, U. N. (26 April 2018). "List of accredited organizations". UNEP - UN Environment Programme. Retrieved 15 October 2020.
  63. ^ "Winners of UN Climate Action Award Honored in Poland". Retrieved 15 October 2020.
  64. ^ "Climate-Efficient School Kitchens and Plant-Powered Pupils". Retrieved 15 October 2020.

External links[edit]