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Image Source: Belle Co

Our mission

ProVeg International is a food awareness organisation working to transform the global food system by replacing animal-based products with plant-based and cultured alternatives. ProVeg has permanent-observer status with the UNFCCC, is accredited for UNEA, and has received the United Nations’ Momentum for Change Award.

The Food System as a Multi-Problem Solution

Many of the world’s most urgent problems share a common cause: our food choices. ProVeg is dedicated to raising awareness of how we can tackle these problems through diet and food systems change. ProVeg empowers people and institutions to transform the global food system by promoting attractive animal-free foods. Our food choices can be a multiproblem solution.

The 5 Pros

The Power of Shared Purpose


Our vision is to create a world where everyone chooses delicious and healthy food that is good for all humans, animals, and our planet.


Our goal is to reduce the global consumption of animal-based products by 50% by the year 2040.

To achieve this, ProVeg works with international decision-making bodies, governments, food producers, retailers, investors, the media, and the general public to help the world transition to a society and economy that are less dependent on animal agriculture and more sustainable for humans, animals, and the planet.

Our Action Areas

Advancing plant-based and cultured-food innovation

Alumni startup Plantcraft pitching at a previous ProVeg Incubator Demo Day

We support and connect startups and global partners in advancing plant-based and cultured-food innovation. 

Institutional & Corporate Engagement

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We influence and support businesses, decision-makers, and institutions in developing, providing, and promoting healthy, compassionate, and sustainable plant-based options.

As part of our Corporate Engagement activities, we work with mission-aligned companies along the entire value chain, which gives us unique insights into the key challenges, hurdles, and opportunities at every stage of bringing plant-based products to market.

Policy & Advocacy

Our Head of UN Advocacy speaking at a conference.

We work with governmental and intergovernmental agencies, NGOs, and researchers to create plant-forward policies and practices.

Movement Building

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We build strong, collaborative networks by empowering and supporting other NGOs, alliances, advocacy groups, and communities. 

Public Education and Media

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We provide inspiration and support to reduce and eliminate animal products from people’s diets.

Key Interventions

Trusted by Industry Leaders

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Cultured Meat Communication 101

ProVeg has compiled a communication guide to provide an understanding of who the potential consumers of cultured meat are – and which communication strategies have the potential to lead to greater acceptance.

lab-based imagery report

Lab-based vs. food-based imagery and its impact on consumer perceptions of cultured meat

ProVeg conducted a survey in order to understand how lab-based and food-based images influence consumer perceptions of cultured meat.

We need innovations to save the world

Nick Lin-Hi, Full Professor of Business and Ethics at the University of Vechta in Germany, talks to ProVeg about his work on how to move society to a sustainable path.