ProVeg International

ProVeg International's journey began in 2017, born from a collective vision to reshape the global food system. Founded in Germany, Poland, and the United Kingdom by Sebastian Joy and Tobias Leenaert, the organization emerged from the long-standing vegetarian movement, with roots tracing back to the Vegetarierbund Deutschland founded in 1892. The name 'ProVeg' itself signifies a commitment 'in favour of' the veggie movement, encapsulating a mission to make plant-based living accessible and appealing to everyone. The founders recognized that many of the world's most critical issues, from climate change and public health crises to food insecurity and animal welfare, were intrinsically linked to animal agriculture. Instead of solely focusing on converting individuals to vegetarianism or veganism, ProVeg adopted a pragmatic and inclusive approach: to reduce the global consumption of animal products by 50% by the year 2040.

This ambitious goal has fueled ProVeg's rapid international expansion and strategic initiatives. What started in a few European countries has blossomed into a global presence, with offices spanning across continents, including North America, Africa, and Asia. This growth was not just geographical but also programmatic. A significant milestone in their journey was the establishment of the ProVeg Incubator in 2018, the world's first and leading accelerator for startups in the plant-based, fermentation, and cultured food sectors. By nurturing and funding innovative companies, the Incubator has become a powerful engine for disruption in the food industry, supporting over 80 startups that have collectively raised more than €250 million. ProVeg's influence extends beyond startups; they actively engage with established food industry giants, policymakers, and international bodies like the United Nations, where they hold observer status. Through evidence-based advocacy, corporate engagement, and public campaigns, ProVeg continues to build a future where delicious, healthy, and sustainable food choices are the norm for everyone, creating a world that is better for all humans, animals, and the planet.