What, when and who?
The German representation of the food organisation ProVeg International pursues the mission to transform the global food system by replacing animal-based products with plant-based and cultivated alternatives. The organisation’s roots reach back to 1892. In 2017, ProVeg began to operate as a worldwide network and is now represented in 12 countries on 4 continents – Belgium, China, Czechia, Germany, Malaysia, the Netherlands, Nigeria, Poland, South Africa, Spain, the United Kingdom, and the United States.
Background and goals
Our goal is to replace 50% of animal products globally with plant-based and cultivated foods by 2040. ProVeg works nationally and internationally with decision-making bodies, governments, food producers, retailers, investors, the media, and the general public to help the world transition to societies and economies that are less dependent on animal agriculture and more sustainable for humans, animals, and the planet.
Learning together
How were you able to finance your work?
The German and worldwide activities of ProVeg e. V. are covered by membership fees, donations, grants and turnover from licence fees, sponsorship and consultancy, including training.
What hurdles and obstacles did you encounter along your way and how did you deal with them?
Contact with food producers and providers is central to making plant-based offerings widely available. Only a broad and convincing portfolio can challenge consumers’ learned habits and internalised beliefs. ProVeg's work is therefore explicitly aimed at established food industry leaders, major retailers, innovative start-ups, and the out-of-home market, from institutional catering to fast food and coffee house chains.
What have you had particularly good experiences with? What recommendations would you like to share with other actors?
ProVeg successfully consults stakeholders along the value chain – from out-of-home cooks and chefs to retailers, producers, and emerging start-ups in the plant-based sector. Rankings and comparative studies serve as incentives. Trade events such as the New Food Conference provide networking opportunities to further strengthen the industry.
Where do you see yourself/your organisation in a few years? How do you rate your future prospects?
ProVeg has grown significantly in recent years – both internationally and in Germany to over 110 employees each (as of October 2023). At the same time, Germany has become the largest market for plant-based alternatives in Europe and meat consumption here has declined. We can observe how our impact has grown and we intend to continue until we have reached our mission.
What are your demands for politicians?
- Halving livestock farming by 2040: 50by40
- Implementing plant-friendly national nutrition guidelines in Germany
- Recognising the food system as a core issue of international climate policy: Food4Climate pavilion at COP27+28
- Establishing VAT as a climate policy steering instrument in Germany: 0 % fürs Klima
- Promoting the development of alternative proteins and cell-cultured approaches: Smart Protein project
- Practising fair labelling for alternative protein products
- Establishing a national contact point for novel food applications requested by the European Food Safety Authority (EFSA)
- Developing a national roadmap for future proteins in Germany
- Increasing public funding for the research and development of alternative protein products in Germany
- Establishing a research cluster on alternative proteins in Germany
- Developing guidelines allowing for pre-market tastings of cultivated products in Germany
Exchange and support
Are you involved in one or more networks or partnerships?
- European Vegetarian Union
- 50by40
- Initiative “Ernährungswende anpacken”
- Erfa FoodService
- “Smart Protein” project
- Fraunhofer IVV
- Climate Alliance Germany
- German League for Nature Conservation and Environmental Protection (Deutscher Naturschutzring DNR)
- Initiative “Transparente Zivilgesellschaft”, Transparency International Deutschland e. V.
- Alliance “Rechtssicherheit für politische Willensbildung”, Initiative “Zivilgesellschaft ist gemeinnützig”
- Charta der Vielfalt
- Aktion Courage e. V.
Contact
Organization: ProVeg e.V.
E-mail: info@proveg.org
This project presentation is licensed under the following CC license: CC-BY - Attribution