Expanding our global reach, amplifying advocacy, fostering food innovation
GLOBAL IMPACT
FOOD INNOVATION
Catalysing change across the global food landscape
CORPORATE & INSTITUTIONAL ENGAGEMENT
Driving change, supporting pioneers
POLICY & ADVOCACY
Building partnerships, advancing policy
MOVEMENT BUILDING
Through empowerment and support
PUBLIC ENGAGEMENT
To inspire action for change
THANKS TO OUR DONORS
Closing letter from Sebastian Joy
As 2024 comes to a close, it’s time once more to reflect on the past year and prepare for the new challenges and opportunities to come. Looking back over the past 12 months, I couldn’t be prouder of our global team and what we’ve achieved. I am continually inspired by the shared vision across our network – reflecting a global desire to transform the food system from top to bottom.
With this global perspective in mind, ProVeg celebrated its seventh birthday by expanding into two key countries – Portugal and Brazil – bringing our presence to 14 countries across five continents. Brazil, of course, is particularly important, given its role as one of the world’s main food producers and the fact that it is home to more than half of the Amazon rainforest.
Globally, we engage with food-service providers, retailers, and other companies to drive change directly. Our collaborations extend to thought-leadership, policy, and global advocacy efforts, including UN engagement, in order to help ensure a level playing field in which the plant-based and alternative-protein sectors can thrive.
As we move into 2025, I am optimistic about our talented team and our many partnerships, including new funders and supporters who share our vision for food-systems change, as well as the opportunities to build on our current momentum.
Thank you, as always, for your ongoing support, and for being part of the solution.
With sincere gratitude from all of us at ProVeg,
JASMIJN DE BOO Global CEO
Our food system lies at the heart of many of the world’s most pressing challenges. By shifting to plant-based and cultured foods, we can help to address climate change, improve public health, alleviate hunger, and reduce animal suffering – all while helping to build a fairer and more sustainable world. This approach lays the foundation for a more sustainable and equitable world, and we’re proud to be leading this transformative effort.
AT PROVEG, WE’RE BOLD BUT PRAGMATIC.
Our global mission is to reduce reliance on animal-based products by 50% by 2040. We do this through our Five Pros and our Five Impact Areas.
Expanding our global reach, amplifying advocacy, and fostering food innovation
Our school initiatives in the UK and Germany resulted in 22.4 million plant-based meals being served to 2.2 million students.
We were featured in Forbes magazine, the BBC, and The Telegraph, among many others.
We reached thousands of policymakers and NGOs through our vibrant events, expert-led workshops, and speaker engagements.
2024 saw a record number of submissions for the fifth edition of our Asia Pacific Food Innovation Challenge.
By carefully nurturing the next generation of innovators, we are helping to reshape the future of food for the better.
Our unique ProVeg Grants programme is driving effective plant-based advocacy and fostering food-system transformation around the world.
We supported 14 impactful nonprofits and innovative projects this year through our Kickstarting For Good programme.
With the launch of ProVeg Portugal and ProVeg Brazil, we now have 14 country offices across five continents.
In 2024, ProVeg participated in the UN Biodiversity Conference as an official observer for the first time.
ProVeg US promoted impactful plant-based advocacy through its partnerships with America’s top-ranked universities and global leaders at the UN and NYC Climate Week. ProVeg US provides vital administrative and fundraising support for the organisation, strengthening the world-wide plant-based movement.
ProVeg UK partnered with 91 major caterers in 2024, resulting in over 2 million UK schoolchildren eating from more plant-powered menus on a daily basis.
ProVeg Belgium organised the fifth edition of the Veggie Challenge – and the first-ever edition of Veggie Challenge Teams, with 85 teams signing up. One in 10 Belgian households have already participated in the Veggie Challenge and 35% of the country’s population is aware of the campaign.
ProVeg Netherlands is working with the largest Dutch retailers towards achieving 60% plant-based protein sales by 2030, as monitored through the Protein Tracker, a tool that enables retailers to monitor the sales ratio of plant-based and animal-based protein.
ProVeg Brazil, our new country office, launched in October and will focus on policy-related strategies and initiatives in order to prepare for COP30, which takes place in Brazil in 2025.
ProVeg Spain engaged its 100,000-strong social-media community, reaching more than two million people.
ProVeg Portugal, our new country office, successfully advocated to incorporate a national strategy for plantbased protein consumption into the National Energy and Climate Plan. They also organised a PlantBased Food Congress for healthcare professionals.
ProVeg Nigeria put protein diversification on the agenda at the Africa Food System Forum.
ProVeg South Africa conducted strategic plantbased sampling sessions at the Cape Town Cycle Tour expo, the University of Cape Town, and for police and fire officers.
ProVeg Czechia hosted the third edition of its New Food Forum, with a record number of participants, including representatives from all of the country’s major retail chains.
ProVeg Germany successfully encouraged the German Nutrition Society to officially acknowledge the health and environmental benefits of following a plant-based diet.
ProVeg Poland hosted the fifth edition of its New Food Forum, attracting 180 participants from 85 organisations, and premiering Poland’s first cultivated-meat prototype.
ProVeg Asia launched the fifth edition of its highly successful Food Innovation Challenge. Over the past five years, participation in the Challenge has grown at an annual rate of 62.6%, sparking student interest in plant-based innovation.
ProVeg Malaysia launched the EAT4Change programme, a youth-led initiative, developed in partnership with the AISEC platform, that seeks to promote plant-based diets.
ProVeg Incubator, the world’s first and leading accelerator for plant-based, fermentationderived, and cultivated-food startups, has supported more than 100 alternative-protein and plant-based startups in its first five years. That’s a milestone worth celebrating!
Since its launch in 2018, the Incubator has been at the forefront of transforming the global food system, helping startups to navigate the dynamic food-tech landscape.
To mark this major milestone, the Incubator released a special publication titled Five Years, 100 Startups, and the Future of Food.
The report showcases what has been achieved so far, while also highlighting emerging trends such as the alignment of food tech with climate tech, advancements in plant-based products, and the growing potential of the Asia-Pacific region.
In September, the Incubator’s 12th cohort of startups showcased their visionary solutions to a captivated audience of investors and industry leaders at this year’s edition of the New Food Conference. The lineup – which featured Optimized Foods, the Friends & Family Pet Food Company, and Fisheroo, along with AlProtein and the Atlantic Fish Co. –presented innovative pitches to a panel of
The fifth edition of ProVeg Asia’s Food Innovation Challenge once again inspired creativity in sustainable food solutions. The latest edition of the challenge encouraged students from diverse academic fields and regions to come up with innovative food products in collaboration with leading food-andbeverage companies. Unlike previous years, the focus for 2024 was on product concepts, with no prototypes required.
The winners of the 2024 challenge, which attracted 452 entries submitted by 1,350 students from 20 different countries, hail from the Royal Melbourne Institute of Technology in Australia and Wageningen University in the Netherlands. The winning proposal was a self-heating, plant-based beef rice box.
Learn more about how the Food Innovation Challenge is pushing the boundaries of plant-based and sustainable food solutions.
FEATURED STORY
Founded in 2022, and nurtured by the ProVeg Incubator, Gimme Sabor has quickly made its mark by creating natural, plant-based seasonings and bouillons that capture the flavours of meat, seafood, and dairy. One of the Spanish company’s most impactful achievements has been its collaboration with a local seafood company to develop a plant-based tuna product. This partnership filled a crucial gap for the seafood company, which had been exploring plant-based options but was dissatisfied with existing products. Gimme Sabor’s expertise provided the breakthrough needed.
Having achieved market traction, with placement in over 500 retail locations, Gimme Sabor has now expanded into B2B markets, supplying the food-service and manufacturing sectors.
The ProVeg Incubator came at the perfect time for us. We had a developed product and some validation in our market, but thanks to the programme, we began to adopt a global perspective. It allowed us to better understand the needs of other countries and the strategies to access them, as well as to secure the necessary funding. We are now in the process of international expansion, with sustained growth, and continue to leverage their network to keep growing, especially through collaboration with other change-makers.
VÍCTOR GARCÍA MONTERO, Co-founder and CEO, Gimme Sabor
The New Food Conference is at the forefront of the rapidly growing market for sustainable food solutions. The event provides a unique, industryfocused platform to accelerate the development of innovative food technologies. Europe’s first and largest conference dedicated to new-protein solutions, the NFC brings together key stakeholders from around the world, facilitating the exchange of ideas and fostering collaboration in the industry.
In 2024, the New Food Conference continued with its mission to accelerate the future of food tech:
+350 participants attended the event.
12 insightful sessions covered the latest developments in the alt-protein space.
35 expert speakers spoke about market trends and emerging technologies.
9 startups pitched at the Incubator Demo Day, showcasing breakthrough innovations.
75% of attendees left the event with a high or very high level of knowledge about the alternative-protein sector, a significant increase from 59% before the event.
97% of attendees said they are likely or very likely to follow up with their new contacts.
This year’s New Food Conference was backed by an incredible lineup of partners, including Lidl Germany, The Vegetarian Butcher, Balpro Berlin, and Vegconomist.
The fifth edition of ProVeg Poland’s New Food Forum, held in June at the Copernicus Science Centre in Warsaw, was a resounding success, solidifying the Forum as Poland’s leading B2B conference on alternative protein.
The third edition of ProVeg Czechia’s New Food Forum, which took place in April, was a major success, bringing together key players from the country’s retail sector. The event showcased new plant-based meat and dairy alternatives, attracting representatives from most of the country’s major retail chains, who filled the venue to capacity. A milestone for the local industry, the Forum saw retailers commit to making plant-based alternatives more accessible and affordable for consumers. The conference left a lasting impression on participants, with 93% of those surveyed saying that they would like to participate in future events hosted by ProVeg.
With around 180 participants representing 85 companies and organisations, the event attracted a slew of multinational firms, as well as Polish food producers, startups, universities, NGOs, the media, and government representatives. The 2024 edition featured the public premiere of Poland’s first cell-based meat prototype.
ProVeg’s school programmes made major strides in 2024, expanding plant-based awareness across Europe. By collaborating with partners and providing targeted training, ProVeg helps to influence the preparation and adop tion of plant-based meals in schools, universities, and daycare centres in several countries, thus contributing to a more sustainable food system for future generations.
In Germany, ProVeg partnered with the German Association of School and Daycare Caterers, supporting the preparation of over 500,000 meals daily. Additionally, ProVeg Germany’s school programme completed four successful caterertraining sessions for catering teams that collectively prepare 12,300 meals a day and 2.46 million meals annually.
In the UK, the School Plates programme expanded to work with 64 major catering partners, which, between them, serve more than a million meals a day. The programme’s efforts were celebrated at the School Plates Awards, with Waltham Forest Catering and Plant Based School Kitchens recognised for their commitment to healthier, more eco-friendly menus.
In Poland, ProVeg ran 24 workshops with schoolchildren, kitchen staff, parents, and teachers, raising awareness about the environmental impact of food production and promoting the preparation of sustainable plant-based meals.
In Czechia, ProVeg worked on revising school meal regulations through participation in a round table discussion at the Chamber of Deputies, and helped to get plant-based options on the menu at Palacký University Olomouc.
ProVeg’s school programmes are contributing to a significant shift in dietary habits in these countries, with an ever-growing number of students and staff embracing plant-based meals as part of their daily routine.
The German edition of the market-survey report Evolving Appetites revealed that 59% of German meat eaters have reduced their consumption over the past two years, a notable increase from 51% in 2021.
ProVeg Asia’s report, Plant-Based Eating in China: Awareness and Opportunities surveyed 1,000 respondents in China’s major cities. The study found that 49% of respondents are aware of the benefits of plant-based diets, with 98% expressing willingness to shift to plant-based diets after learning about the scientifically proven benefits.
ProVeg South Africa’s 2024 Plant-Based Friendly Fast-Food Franchise Ranking provides insights into the availability of plant-based products in the country’s top fast-food chains, and offers strategies for further growth.
ProVeg Netherlands launched The Protein Tracker, a groundbreaking system that enables retailers to monitor the sales ratio of plantbased to animal-sourced protein. Participating retailers (representing 85% of the Dutch market) have committed to ensuring that at least 60% of protein sales are plant-based by 2030.
ProVeg Netherlands also published a major report, Price Differences Between Animal and Plant Products in Dutch Supermarkets, which showed that plant-based options now offer savings of up to 20% across the 12 most commonly purchased product categories in the Netherlands.
ProVeg Belgium published its 2024 Vegan Supermarket Ranking, in partnership with Be Vegan. The report looked at the plant-based products available in the six largest supermarket chains in Flanders and Brussels in 2024.
In 2024, we collaborated with numerous companies around the world to develop and promote healthy, compassionate, and sustainable plant-based options. Our partners include the following household names:
FEATURED STORY
The Smart Protein Project, in which ProVeg was a key partner, came to an end in 2024, but its work will have a lasting impact on the future of plant-based eating across Europe. The resulting Smart Protein Consumer Research report provides valuable insights into the plant-based sectors of 10 European countries, highlighting the challenges involved in changing consumer behaviour, as well as the opportunities. In mapping the extent to which people are ready to embrace plant-based diets, the research found that:
44% of respondents are ‘outsiders’ or ‘deniers’, people who are not yet open to plant-based foods.
27% are ‘reachable’ – they understand the benefits but are unsure if they’re ready to make the switch.
8% are ‘considerers’, people who are actively planning to adopt a plant-based diet in the next six months.
14% are either ‘committed’ or ‘won’, meaning that they have recently started making the shift, or have established a plant-based lifestyle and are confident that they can stick with it.
Lastly, 8% are either ‘flight risk’ or ‘lapsed’, which suggests that they are either struggling with the change or have lost their motivation.
Along with these and other findings, the project also produced a set of digital brochures that offer details of best practices for growing protein-rich crops that help farmers to move towards more sustainable farming methods.
Find the reports here
Working with ProVeg on the Smart Protein Project underscored the power of collaboration in advancing sustainable food systems that benefit human health, the environment, biodiversity, and food security. ProVeg’s deep dedication to fostering positive change for the planet and its inhabitants set the tone for the project’s success. From the outset, the ProVeg team provided invaluable strategic insights that helped inform the work of project partners towards their goal of developing alternative protein ingredients and products. ProVeg added further value through its extensive network of stakeholders across many different spheres, like food industry and policy, as well as its strong dissemination role amongst EU citizens. The impact of the Smart Protein project is profound, setting a new benchmark for the plant-based space by showing how alternative proteins can positively influence nutrition, sustainability, and global food security. Thanks to ProVeg’s commitment, we are one step closer to a food system that supports both people and the planet.
Smart Protein Project Manager and EU Project Manager, University College Cork
In 2024, ProVeg launched the ActionOnFood Hub at the Bonn Climate Change Conference. As lead for the Food4Climate community, ProVeg connects civil society and negotiators by creating a policy space at the annual COP climate events for experts to support ongoing negotiations. ProVeg also hosted a side event on protein diversification, with speakers including Indigenous youth representatives and representatives from the FAO and the World Bank.
High-Level Political Forum on Sustainable Development
At the High-Level Political Forum at the UN Headquarters in New York, ProVeg contributed to the review of Sustainable Development Goal 2 (Zero Hunger) and organised a side event titled ‘Food Systems, Biodiversity, and Climate: A Recipe for a Greener Future’.
In 2024, ProVeg was granted official observer status at the UN’s Convention on Biological Diversity, strengthening ties with key UN bodies. This allowed ProVeg to attend the Biodiversity Conference as an official observer, where we highlighted the vital link between biodiversity and food systems.
ProVeg co-hosted a side event on food systems and the UN’s Sustainable Development Goals at the ECOSOC Partnership Forum in New York, advancing the global conversation on integrating food systems into the UN’s agenda.
ProVeg took part in the sixth session of the United Nations Environmental Assembly in Nairobi, emphasising the need to integrate food systems and sustainable consumption into environmental negotiations.
At the Expert Group Meeting on SDG 2, co-hosted by the FAO and the UN Department of Economic and Social Affairs, ProVeg’s Head of UN Advocacy Juliette Tronchon stressed the link between consumption and production in achieving sustainable food systems.
With a strong presence at New York Climate Week, ProVeg made the case for global foodsystem transformation, with Jasmijn de Boo highlighting successes in reforming school menus and UN Climate Conference catering. ProVeg also co-hosted a food-systems event, featuring discussions about COP30.
At COP29 in Baku, Azerbaijan, ProVeg continued its push for integrating food systems into global climate strategies. Through the ActionOnFood Hub, ProVeg coordinated the policy-zone area as a way of connecting civil society and negotiators, and ensuring that public demands for food-system transformation were addressed. Our team also hosted workshops, panels, and networking events that focused on plant-based solutions to the climate crisis.
Juliette Tronchon spoke at a press conference about amplifying the voices of youth, Indigenous peoples, and women during climate negotiations, while the ProVeg Food Plate, adapted for Brazil, was presented as an example of culturally tailored solutions to climate change. ProVeg also successfully influenced improvements to plant-based catering at the event, addressing mislabelling and the limited availability of plant-based options during the first week.
PROVEG EU: shaping plant-based policy in an EU election year
Ahead of the 2024 European Parliamentary elections, ProVeg’s EU team partnered with the European Vegetarian Union to co-create a manifesto urging candidates to prioritise sustainable food systems, with clear targets for making plant-based options affordable and accessible. After the elections, ProVeg delivered Welcome Packs to all 720 newly elected MEPs, featuring key policy recommendations for fostering engagement, and setting the stage for future collaboration.
ProVeg also led a joint position paper backed by 32 NGOs and corporations, advocating for plant-based milk in the EU School Scheme, and influenced the Protein Strategy Parliament Report, securing support for plant-based alternatives, despite the vote being narrowly defeated.
Victory against the ‘burger ban’
ProVeg scored a significant win in South Africa, where the high court temporarily blocked the proposed ‘burger ban.’ The decision allows plant-based meat alternatives such as burgers, nuggets, and sausages to remain on super market shelves and keep their familiar names. As a member of the Consumer Goods Council of South Africa, ProVeg played a pivotal role, partnering with industry and generating widespread media support against the proposed ban.
Defending plant-based naming rights
ProVeg and partners swiftly halted a proposal in Poland to restrict the use of ‘meaty’ terms such as ‘ham’, ‘smoked meat’, and ‘sausage’ for plant-based products. A position paper submitted by ProVeg led to the temporary suspension of the proposed ban, ensuring that plant-based products retain their familiar names for now.
Political engagement and protein advocacy
ProVeg hosted three successful parliamentary breakfasts in Germany, bringing together more than 20 delegates and key figures in the alternative-protein industry. The events focused on the latest research and policy requirements regarding plant-based nutrition, including nutrient fortification and research funding. ProVeg also pushed for plant-based foods to be integrated into Germany’s dietary guidelines, driving discussions with members of the Bundestag.
Expanding plant-based outreach
In Nigeria, ProVeg held a high-profile meeting with Lagos State’s Special Advisor on Climate Change in order to expand its outreach to public hospitals and institutions. With Lagos being part of the C40 network, the city is set to integrate more plant-based initiatives into its climate strategies.
FEATURED STORY
In 2024, ProVeg welcomed 20 young advocates to the latest edition of the ProVeg Youth Board, where they will work closely with our UN Team to champion sustainable food systems and promote plant-based diets around the world. These passionate young people had a busy year of advocacy, culminating at COP29 in Azerbaijan.
The Youth Board has already made a mark on international platforms. Navin Durbhakula (USA) and Megan Chen (USA) took part in New York Climate Week, while Helen Monica Regina (India), Harriet Klepper (Germany), Heloisa Rigolon (Brazil), Jean Claude Niyomugabo (Rwanda), and Geofrey Junior Waako (Uganda) attended the World Food Forum.
This year’s UN Biodiversity Conference, which took place in Cali, Colombia, was another key moment for ProVeg. Our team on the ground included Youth Board members Megan Chen, Cogie Cogan (Canada), and Julia Kozakiewicz (Poland). The Youth Board’s goals for the conference included building connections with global representatives, engaging with the animal-welfare and human-rights communities, and monitoring negotiations that advocate for policy change.
Our global agrifood systems need radical transformation to become more sustainable and resilient in order to deliver healthy and nutritious diets for everyone while protecting natural resources. I have been impressed by the strong presence of ProVeg in the global climate-food policy space, raising awareness of healthy eating and advocating for a global transition towards climate-friendly diets. We need this level of passion and commitment to support countries in their efforts to integrate agrifood systems into their climate-action plans and to de-risk investments towards this transition.
Senior Advisor, FAIRR Initiative, Sustainable Investment in Agrifood Systems
Through empowerment and support
Expanding our global reach
IN 2024, PROVEG GRANTS AWARDED
Since its inception in 2019, ProVeg Grants has awarded 1,018 grants to organisations and individual advocates in 97 countries, worldwide. Alongside financial support, grantees receive access to mentorship, networking opportunities, and programme-building resources offered in multiple languages, empowering them to drive meaningful change.
This year, ProVeg further expanded its international footprint, with the launch of ProVeg Brazil and ProVeg Portugal.
The Brazil office will focus on public policy in order to promote plant-based solutions and advance food-system transformation, while also preparing for ProVeg’s participation in COP30, which will take place in the Amazonian city of Belém.
ProVeg Portugal, formerly the Portuguese Vegetarian Association, aims to drive significant food-system transformation across the country. You can read more about this great new addition to our global network of country offices on page 23.
Brazil is a very peculiar case in the global context: 58% of greenhouse gas emissions and the vast majority of deforestation here are linked to animal agriculture. We’re also the seventh largest emitter in the world. At the same time, one in three people in the country is food insecure. This shows how broken and unsustainable our food system is. But I believe that with big challenges come big opportunities, and I’m confident that plant-forward public policies in Brazil would not only impact positively on millions of the country’s inhabitants but would also have a hugely positive global outcome. All eyes are on us now, as we host what many expect to be one of the most decisive COPs in terms of food-systems change.
ProVeg Brazil
Our Kickstarting For Good initiative continues to fuel the growth of impactful nonprofits and innovative projects.
For our latest cohort, we received 430 applications from over 70 countries, with 200 innovative ideas submitted. From this outstanding group, 25 changemakers from 15 countries – including China, Nigeria, Malaysia, Thailand, Germany, and the US – were selected. The successful applicants began the rigorous pre-programme in August, preparing for the main phase with research tasks and essential reading materials.
Kickstarting For Good offers participants comprehensive support, including:
Fundraising assistance and exposure to major funders.
Expert mentorship and networking opportunities.
Help in finding co-founders.
Detailed feedback on budgets and strategies.
Stipends of up to $5,000 for travel and accommodation.
Technical support for branding and web design.
The 2024 cohort included the following promising initiatives:
Electric Sheep will form education-industry partnerships, host hackathons, and build a practice community dedicated to AI-driven animal welfare.
Pillars of Peace will train Imams on animal-rights topics within Islam, empowering them to educate their respective communities.
InterVeg France is a new syndicate of plant-based producers in France who work together to accelerate the demand for plant-based products.
Vegan Business Circle helps businesses that produce and distribute plant-based products to connect with each other and the rest of the market and share knowledge.
To date, 20 initiatives have been empowered through the programme.
Inspired by successful business networks, the aim is to have chapters in different regions of the world. After testing and refining their model in Budapest, they are expanding it internationally this year with aims to launch chapters in Berlin, London, Barcelona, Amsterdam, and Vienna.
FEATURED STORY
In 2024, the Portuguese Vegetarian Association (AVP) became part of ProVeg International. While the newly formed ProVeg Portugal is set to accelerate the country’s plant-based movement, the AVP already has a rich history of making change, including a landmark achievement in 2015 that ensured the passing of legislation that required public institutions to offer at least one plant-based option. Additional successes include the ‘Sustainable Meals’ training programme for catering professionals and the ‘Green Protein’ project, which championed a national strategy for plant-based proteins.
With the power of ProVeg behind them, the organisation is making an even bigger impact! In 2024, ProVeg Portugal successfully advocated for the Ministry of Environment and Energy to incorporate a national strategy for plant-based protein consumption into the National Energy and Climate Plan. They have also expanded their Sustainable Meals Programme, introducing plant-based options to two public hospitals in Lisbon, and organised a Plant-Based Food Congress specifically for healthcare professionals, strengthening awareness and engagement with the healthcare community.
ProVeg Portugal will continue to build on this strong legacy by further advancing policy change, expanding education, and collaborating with a range of stakeholders to make plant-based eating a mainstream choice.
We are incredibly excited to be part of ProVeg International, an organisation that is driving real meaningful change in the world. As a former ProVeg grantee, I have witnessed first-hand how ProVeg’s support has been instrumental in the success of several key projects, allowing us to significantly expand our reach and impact. As ProVeg Portugal, we are eager to step up our campaigning efforts in order to further the alternativeprotein transition in our country, powered by the strength of an international organisation, and to contribute to our shared mission of building a more sustainable future.
Country Director, ProVeg Portugal
Inspiring plant-based change
In 2024, the Veggie Challenge continued to inspire thousands of people to embrace plant-based diets.
The business version of the Challenge included such prominent names as Vivera and Lidl. Since its inception, more than 300 groups have participated in the Challenge.
The Veggie challenge is not just about changing diets – it’s also about the impact of dietary change. By shifting to plantbased eating, participants collectively reduce their CO2 emissions, water usage, and land use, while avoiding the deathsofcountlessanimals.
AS A RESULT OF THE VEGGIE CHALLENGE:
45,694 ANIMAL DEATHS WERE AVOIDED
815,954 KILOGRAMS OF CO2 WERE NOT EMITTED
513 million LITRES OF WATER WERE SAVED 1.13 million SQUARE METRES OF LAND USE SAVED
Research conducted by ProVeg’s Veggie Challenge team, and published in the journal Nature in November, shows the important role that social environments play in dietary change – and suggests that people are significantly more likely to adopt and sustain plant-based eating habits when supported by a community of like-minded peers or in a work environment that actively encourages participation. This finding underscores the importance of initiatives such as Veggie Challenge Teams that leverage group dynamics to amplify the success of dietary shifts.
Since 2021, the deaths of 206,836 animals and the emission of 3.66 million kg of CO2 have been avoided, while 2.65 billion litres of water and 5.41 million square meters of land use have been saved.
In 2024, ProVeg participated in 188 speaker engagements, reaching 14,000 professionals across various industries. Our team led 102 ProVeg-hosted events and workshops attended by thousands of food-industry professionals from around the globe. As a result of these efforts, we received over 4,700 media mentions, including from Forbes, the BBC, and the Daily Telegraph.
Here are a few highlights from this year’s engagements and events:
EAG xUTRECHT 2024: ProVeg Global CEO, Jasmijn de Boo, delivered an inspiring talk on alternative proteins.
THE AVA SUMMIT: In Washington, ProVeg Founding President, Sebastian Joy, led a Kickstarting For Good workshop and delivered the opening remarks. ProVeg’s Hakeem Jimo and Colette Fox spoke at panel discussions.
INTERNORGA: ProVeg Germany hosted the plant-based hub at Europe’s largest gastronomy trade fair, during which we launched ProVeg Germany’s restaurant-chain ranking.
PLANT FUTURES FEST: ProVeg’s Tim Polkowski, hosted a networking lunch and gave a talk to over 500 delegates at this major event in Oakland, California.
VEGAN CONFERENCE, INDIA: Tim also spoke on a panel at India’s prestigious Vegan Conference about plant-based regulations across different countries, highlighting the export potential of plant-based foods.
BEST VEGAN CAMPAIGN: ProVeg’s petition to include plant-based milk in the EU School Scheme won Best Vegan Campaign at the Dutch Vegan Society’s annual awards.
EUROPEAN CHAMBER OF COMMERCE, SHANGHAI: Shirley Lu, Managing Director of ProVeg Asia, delivered a keynote speech on food-system transformation through green innovation.
BETTER FUTURE ROUNDTABLE: Jens Tuider and Dirk Liebenberg participated in this impactful roundtable session, hosted by Rewe and Welt am Sonntag, which focused on the protein transition.
TRADE SEMINAR, CZECH REPUBLIC: ProVeg Czechia participated in a seminar organised by the Ministry of Industry and Trade that explored the potential of plant-based alternatives for the Czech market.
THAIFEX ANUGA, BANGKOK: Shirley Lu spoke on two panels at Asia’s leading food-and-beverage trade show, highlighting the exciting plant-based opportunities in the region.
EAT4CHANGE, MALAYSIA: Faisal Mansor of ProVeg Malaysia concluded the Eat4Change programme, part of an EU co-funded WWF project promoting plant-based diets.
AFRICA FOOD SYSTEM SUMMIT: ProVeg Nigeria’s Hakeem Jimo was a keynote speaker at an official side event about alternative proteins at the Africa Food System Summit in Rwanda.
CHINA VEGAN SUMMIT: ProVeg participated in the 2024 China Vegan Summit, a conference connecting plant-based advocates in China and beyond.
FEATURED STORY
In November, ProVeg International released a comprehensive report titled Building bridges between habit and health: An investigation into the nutritional value of plant-based meat and milk alternatives that offers valuable insights into the nutritional profiles of plant-based alternatives compared to their animal-based counterparts. The report serves as a crucial resource for consumers, policymakers, and industry stakeholders to understand the health implications of plant-based diets.
The study analysed plant-based meat and milk alternatives available in supermarkets across 11 countries: Germany, the Netherlands, the USA, the UK, Italy, South Africa, Czechia, Spain, China, Malaysia, and Poland. It assessed product nutritional performance, marketing strategies, and the influence of policy measures on product development.
Key findings from the report include:
Protein content: Approximately 85% of the plant-based meat substitutes examined met the protein criteria for meat substitutes, closely aligning with the 88% of animal-based reference products that met the same standard.
Fortification: About 55% of the plant-based products were fortified with essential nutrients such as iron and vitamin B12, often exceeding national dietary criteria.
Caloric and fat content: On average, plant-based meats contained fewer calories and less saturated fat, compared to animal-based products.
Amino acid profile: Based on the type of protein ingredients used, 81% of the plant-based meat alternatives analysed had a balanced amino-acid profile.
This report underscores the potential of plant-based alternatives to provide nutritionally comparable options to traditional animal-based products, supporting the shift toward healthier and more sustainable diets.
Find the report here
As a public-health nutritionist and food-policy expert, I am delighted to see a report that showcases the nutritional benefits of plant-based alternatives. ProVeg’s Nutritional Assessment of Plant-Based Meat and Milk Alternatives is a groundbreaking resource, offering valuable clarity on how these products compare to their animal-based counterparts and how they can be further enhanced. This report has the power to drive meaningful change in public health by equipping policymakers, industry leaders, consumer organisations, and the scientific community with evidence-based insights. I am immensely proud of this work and look forward to seeing its impact on the future of food.
ANNA-LENA KLAPP, Public-health nutritionist and
ProVeg’s
Head of Research
Dear partners and supporters,
As we come to the end of another transformative year, I want to express my deepest gratitude for your unwavering support, which continues to fuel our shared mission of advancing a more sustainable and compassionate food system.
Looking ahead, 2025 presents both challenges and exciting opportunities to accelerate our impact. A major highlight will be COP30 in Brazil, where ProVeg will advocate for transformative policies on a global stage. We are already preparing to engage governments, industry leaders, and civil society to ensure that food-system transformation takes centre stage in discussions about the climate, biodiversity, and food security crises.
In the coming year, we aim to scale our efforts across several key areas:
Policy engagement: Strengthening our influence at both national and international levels, advocating for plant-based inclusion in school meal programmes, and shaping critical EU and UN policies.
Corporate partnerships: Expanding collaborations with foodservice providers, retailers, and manufacturers to make plantbased options more accessible, affordable, and mainstream.
Education and awareness: Building on the success of our Veggie Challenge and school programmes, we plan to inspire millions more to embrace plant-based diets, creating lasting cultural and behavioural shifts.
Food innovation: Through our Incubator and Food Innovation Challenge, we will continue to nurture cutting-edge startups and foster bold solutions that redefine what’s possible in the alternative-protein space.
The path to replacing 50% of animal-based products by 2040 is ambitious, but we are committed to meeting it with strategy, innovation, and collaboration. Your partnership will continue to remain essential as we tackle these goals, ensuring that the plantbased movement is not just a globally aligned initiative but an unstoppable force for good.
Thank you for standing with us as we shape the future of food. Together, we can create a healthier, more sustainable world – one delicious plant-based meal at a time.
With deepest appreciation,
SEBASTIAN JOY
ProVeg Founding President
PRO TASTE
PRO HEALTH
PRO JUSTICE
PRO ANIMALS
PRO ENVIRONMENT