We are ProVeg
ProVeg International is a food awareness organisation working to transform the global food system.
ProVeg has received the United Nations’ Momentum for Change Award and works closely with key UN food and environment agencies. We have observer status with the UNFCCC, the IPCC, and the CBD, special consultative status with ECOSOC, and are accredited for UNEA.
OUR VISION
Our vision is a world where everyone chooses delicious and healthy food that is good for all humans, animals, and our planet.
What we do
We engage with all relevant stakeholders to create a food system where everyone chooses delicious and healthy food that is good for all humans, animals, and our planet.
ProVeg creates global impact, with offices in 14 countries across five continents and more than 220 employees.
OUR MISSION
Our mission is to replace 50% of animal products, globally, with plant-based and cultivated foods by 2040.
Why we do it
Many of the world’s most pressing problems share a common cause – animal agriculture, which contributes to climate change, lifestyle diseases, global hunger, and animal suffering.
ProVeg is dedicated to raising awareness about 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 plant-based and cultivated foods. Transforming the global food system is a multiproblem solution.
Reasons to be ProVeg
Taste
Enjoy delicious food
Health
Improve your health
Justice
Help build a fairer world
Animals
A better life for animals
Environment
Save the planet
Our Guiding Principles
Maximising our long-term impact
We strive to maximise our long-term impact in order to achieve our mission of reducing the global consumption of animals by 50% by 2040. Our work is informed by the principles of effective altruism – using limited resources to do the most good.
Influencing the influencers
We focus on institutional change across key sectors of society. To this end, we target the most impactful multipliers, thought leaders, and innovators in three main areas: the food industry, the media, and our communities. These multipliers have a huge influence, not only on their own sector but also on society as a whole, acting as levers to move everyone in a more plant-based direction.
Positive and incentivising
We motivate and incentivise people and institutions to shift towards eating more plant-based foods and other alternative proteins through positive messaging focused on the benefits.
All motivations
We acknowledge that there are different reasons for people changing their eating habits. We value each of them equally: taste, health, justice, animals, and environment. These are also our 5 Pros.
Diverse solutions
We support plant-based and cultured foods, and other alternatives to conventional animal-based products. We also support manufacturers of such products, independent of their size or the sector they operate in. We consider all actors and stakeholders to be critical parts of the solution. We endorse interventions directed at food-systems transformation rather than improving animal welfare, although we encourage all such improvements.
Founders
Senior Leadership Team
Jasmijn de Boo
Global CEO of ProVeg International
Jasmijn de Boo (MSc, DipEd) has more than two decades of international experience and has worked in national and global leadership positions since…
Read MoreGlobal CEO of ProVeg International
Jasmijn de Boo (MSc, DipEd) has more than two decades of international experience and has worked in national and global leadership positions since 2011.
Jasmijn is the Global CEO at ProVeg International, where she is responsible for overall strategic direction and growth, international operational management, and governance of the ProVeg country offices and programmes.
Jasmijn is a co-founder of the European Alliance for Plant-based Food (EAPF) and the Plant Based Food Alliance UK (PBFA). She is a director of five entities in four countries.Jasmijn has previously worked in a range of international organisations, including as CEO of SAFE for animals in New Zealand. She has worked as a researcher, global education manager, lecturer, curriculum developer, and programme adviser.
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Tim Polkowski
International Director
As International Director of ProVeg International, Tim drives the development and implementation of strategies across ProVeg’s global offices in order to accelerate the transition to a…
International Director
As International Director of ProVeg International, Tim drives the development and implementation of strategies across ProVeg’s global offices in order to accelerate the transition to a healthier and more sustainable food system. He has over 20 years’ experience in strategy and innovation consulting, and has worked with diverse clients across various sectors and regions, from Fortune 500 companies to nonprofits, governments, and entrepreneurs. Tim founded the Plant Based Health Alliance in Malaysia, a social enterprise aimed at preventing and reversing chronic diseases through plant-based nutrition. He is passionate about solving complex challenges and creating positive change at the intersection of health, environment, and society. With a focus on overseas assignments throughout his career, Tim currently resides in Michigan, USA.
Stephanie Otto
Head of International Operations
As Head of International Operations, Stephanie, together with her team, implements central structures and processes that facilitate smooth and effective collaboration between the ProVeg…
Read MoreHead of International Operations
As Head of International Operations, Stephanie, together with her team, implements central structures and processes that facilitate smooth and effective collaboration between the ProVeg countries and departments in order to support ProVeg with achieving its global mission. Stephanie studied sociology, intercultural business communication, and economics. She has worked in various fields from international event management to international B2B sales and business development, as well as in project and strategic partnership management for a range of different organisations, from a large B2B media group to tech startups. Five years ago, Stephanie changed her career for the better via the On Purpose Leadership Programme and started applying her previous experience at ProVeg. Stephanie is originally from Germany, but has lived and worked in France, and is currently based in Spain.
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Nora Winter
Director of People and Culture
Nora joined ProVeg International in 2013. Among other key functions, Nora established ProVeg’s professional HR department, provides strategic and operational support of organisational…
Read MoreDirector of People and Culture
Nora joined ProVeg International in 2013. Among other key functions, Nora established ProVeg’s professional HR department, provides strategic and operational support of organisational growth (from 12 to 250 employees), and provides interim supervision of all support teams (HR, IT, Finance, Office). Since 2016, Nora has supported internationalisation, initiated numerous People and Culture initiatives, managed coaching and team development, and the introduction of agile methods.
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Joanna Trewern
Director of Partnerships and Institutional Engagement
An expert in healthy, sustainable diets and sustainable food systems, Joanna’s experience spans corporate sustainability, policy and advocacy, research, and communications. Before…
Read MoreDirector of Partnerships and Institutional Engagement
An expert in healthy, sustainable diets and sustainable food systems, Joanna’s experience spans corporate sustainability, policy and advocacy, research, and communications. Before joining ProVeg, Joanna was Head of Consumption at the World Wildlife Fund UK, where she led the organisation’s work on healthy and sustainable diets.
Through her work, Joanna has engaged with and influenced diverse stakeholders – from UN agencies and global food companies to academics, policymakers, and the general public. She is passionate about finding solutions to real-world challenges, as well as influencing national policy and engaging with food businesses to guide their corporate sustainability strategies.
Joanna has shaped multilateral policymaking processes through invited leadership roles at the UN Food Systems Summit and the FAO World Food Forum Young Scientists Group. She has worked with international programmes in the areas of conservation, education, and nutrition security to build the skills and agency of local communities.
Joanna has a PhD in Sustainability from the University of Surrey and an MSc in Biodiversity, Conservation and Management from Oxford. Her PhD research looked at how food retailers in the UK can encourage the shift to more sustainable diets by using the lens of ‘less and better’ meat and dairy. Her research has been published in top-tier journals.
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Our Network
ProVeg works with decision-making bodies, companies, investors, the media, and the general public to help the world transition to a society and economy that are less reliant on animal agriculture and more sustainable for all humans, animals, and our planet.
ProVeg has offices in 14 countries across four continents and is active around the world. ProVeg has permanent observer status with the UNFCCC, special consultative status with ECOSOC, is accredited for UNEA, and has received the United Nations’ Momentum for Change Award.
- United Nations Economic and Social Council (ECOSOC) – Special Consultative Status
- United Nations Environment Programme (UNEP) – Accredited Organisation
- United Nations Framework Convention on Climate Change (UNFCCC) – Observer Status
- Intergovernmental Panel on Climate Change (IPCC) – Observer Status
- Recipient of UN Momentum for Change Award
Our Supporters
The work carried out by the numerous ProVeg offices around the world is truly groundbreaking, consistently impressive and of much interest and use to our vegan business readers.
Emma Clarkson
Managing Editor, Vegconomist
Over the the last few years, I have become increasingly concerned with animal rights. I really hope we can speed up the protein revolution. There are some organizations such as ProVeg that I think are really awesome. They are working in a very goal-oriented way to remove animals from the food chain.
Rutger Bregman
Author of Utopia for Realists, HumanKind
I support ProVeg because they are a powerful trailblazer in the plant-based movement, educating people and health professionals on the benefits of plant-based eating.
Dr. Michael Greger
Founder of Nutritionfacts.org and author of How Not to Die
