Against the backdrop of China’s “dual-carbon” strategy and the “Big Food” approach, plant-based foods are becoming an important factor in reshaping the global agri-food system. Ahead of the 2025 World Agricultural Food Innovation Conference (WAFI), Jasmijn de Boo, Global CEO of ProVeg, gave an interview to WAFI, sharing how ProVeg is advancing the global “protein transition” and contributing solutions to build a healthier, more sustainable, and more resilient food system.
In recent years, with accelerating climate change, tightening resource constraints, and rising global health needs, transforming the global agri-food system has become increasingly urgent. With their potential to support both health and environmental sustainability, plant-based foods are emerging as an important lever for driving systemic change.
As a platform focused on future trends in the agri-food industry and innovation across the global agri-food system, WAFI brings together stakeholders from government, industry, academia, and research institutions. Through this exchange and collaboration, the strategic partnership between WAFI and ProVeg has developed.
Why ProVeg?
ProVeg is an international organization dedicated to accelerating the transition to a healthier and more environmentally sustainable food system, with a strong focus on innovation and the promotion of plant-based diets and NeoProtein. With teams in 14 countries, ProVeg supports the transformation of agri-food systems through technological advancement, industry collaboration, and public engagement—working across the value chain from universities to companies and from production to consumption.
ProVeg also has an extensive international network and deep project experience. It has established collaborative mechanisms with governments, universities, research institutes, and companies, and has developed the New Food Hub to deepen cooperation in areas such as policy research, industry–academia exchange, and public communication—supporting the development of healthier and more resilient food systems.
WAFI × ProVeg: Co-Creating a Sustainable Future
The partnership between WAFI and ProVeg reflects a shared commitment to advancing sustainable food innovation. By bringing together global expertise and resources, the two partners engage in dialogue on emerging plant-based food technologies, market trends, and sector developments, while exploring practical pathways to support innovation in the global agri-food sector.
In-Depth Dialogue: Decoding Global Practices and the Chinese Path
Following the discussion on collaboration between WAFI and ProVeg, we spoke with Jasmijn de Boo, Global CEO of ProVeg, about the organization’s global experience and insights into promoting plant-based diets in China. During the interview, we also had a brief exchange with Nicole Wu, Executive Director of ProVeg China.
Q&A
Q: Ms. Jasmijn, hello! As the Global CEO of ProVeg, how do you view China’s potential in the transition toward plant-based diets? And how does ProVeg combine global experience with local needs to help drive progress?
A: Jasmijn de Boo:
China has enormous potential. Public awareness of health and sustainability continues to grow, while technological innovation and an increasingly open environment for NeoProtein development are making China an important driver of global innovation.
As a bridge connecting global experience with local innovation, ProVeg brings international best practices to China while working with local partners to explore practical and scalable solutions that support the development of plant-based and NeoProtein sectors.
Q: In the face of the complex challenges confronting the global agri-food system, what lessons and transferable experience has ProVeg gained from its work around the world?
A: Jasmijn de Boo:
ProVeg has a broad international network and extensive project experience. For example, our 30-Day Veggie Challenge has engaged more than 800,000 participants worldwide, encouraging people to explore healthier diets.
We also work with restaurants, schools, and healthcare institutions to introduce low-carbon, nutritious menus in real-world settings. In the UK, our School Plates programme has reached more than 7,000 schools, benefiting over 1.2 million children and delivering more than 37 million plant-based meals.
We also operate the globally recognized V-Label certification scheme. To date, more than 70,000 products worldwide carry the label, making it an important trust mark for plant-based products in the market.
In addition, our startup support platform, ProVeg Incubator, has supported more than 100 startups from over 30 countries, helping bring innovations in plant-based and NeoProtein to market.
Q: WAFI sees plant-based foods as a key factor in reshaping a sustainable food system. How does ProVeg position its strategic role in the global agri-food system transition, and how will it help accelerate this shift?
A: Jasmijn de Boo:
Plant-based foods are becoming an important entry point for advancing healthy diets and sustainable development. They can improve dietary patterns while significantly reducing carbon footprints, making them an essential pillar of future food systems.
We work with food companies and public institutions to provide strategic support, research insights, and global best practices—helping partners accelerate the implementation of the protein transition.
Q: Food technology is advancing rapidly, but consumer acceptance remains critical. What strategies does ProVeg use to bridge the gap between innovation and adoption?
A: Jasmijn de Boo:
ProVeg is committed to bridging the “last mile” between innovation and market adoption. On the one hand, we provide funding, resources, and a collaborative network for plant-based and NeoProtein startups through our innovation incubator platform. On the other hand, we enhance public awareness and trust through educational campaigns and media outreach.
At the same time, we collaborate with schools, hospitals, and businesses to ensure that plant-based diets are accessible, affordable, and practical in real-world settings. We believe that progress on both the supply and demand sides is essential to successful food system innovation.
Q: At the WAFI 2024 conference, the NeoProtein sector was widely discussed. What should the industry focus on to drive breakthroughs in this field?
A: Jasmijn de Boo:
We are at a pivotal moment of accelerated growth for the industry. In China and across global markets, opportunities are being driven by technological progress, the rise of younger consumer groups, and increasing awareness of health and sustainability.
At the same time, challenges remain—including product homogenization, high technological barriers, and insufficient consumer trust.
The industry needs to begin with a deep understanding of consumer needs and coordinate efforts across product innovation, brand building, and value communication—shifting from “pushing the industry to find a market” to “letting the market lead the industry.”
Additional Dialogue with ProVeg China
Q: Nicole, what role does ProVeg China play within ProVeg’s global network, and where does its core value lie?
A: Nicole Wu:
ProVeg China serves as a bridge between global experience and local innovation, and is also an important contributor to the development of China’s sustainable food ecosystem.
Aligned with national priorities—including the “Big Food” approach, the Healthy China initiative, and the dual-carbon goals—we localize international best practices and work with partners across the sector to support innovation and collaboration in China.
Q: Finally, what message would you like to share with those interested in sustainable food?
A: Nicole Wu:
ProVeg China has established the New Food Hub on WeChat, focusing on policy analysis, consumer insights, and technology trends. We look forward to working with industry partners through systems thinking and open collaboration to support the sustainable development of China’s food system.
