How ProVeg’s new vision, mission, and 2026 plans are shaping the next phase of food-system change.
As ProVeg expands its work across 14 countries on five continents, we have updated and refined our vision and mission to ensure they guide our next phase of impact. With new programs, partnerships, and policy work unfolding worldwide, this focus keeps our shared purpose clear and our goals aligned.
Developed through close collaboration across our international network, the new vision and mission reflect the scale and direction of our ambition for the years ahead. They express the purpose driving our daily work – transforming the global food system for the benefit of all.
Our vision
Our vision is a world where the food we eat is good for all people, animals, and our planet.
Our mission
Our mission is to accelerate the transition to a sustainable global food system by making plant-rich foods and alternative proteins more accessible and appealing.
Together, these statements frame everything ProVeg does: shaping policies, supporting innovation, and empowering people and institutions to build a better food future.
Turning purpose into impact
The pressures of climate change, health, and food insecurity are shining a light on the need for more sustainable food systems, both nationally and internationally. ProVeg’s work responds directly to this need, combining a global outlook with deep local engagement.
Across ProVeg’s 14 country offices, this renewed focus is already taking shape in distinctive ways. In China, the organization is building thought leadership within the alt-protein and plant-based community, and in Malaysia it is establishing itself as a trusted policy partner, helping government institutions to advance sustainable food commitments.
In Belgium, a program of public events is building awareness and engagement with plant-based food choices, while, in Brazil, the organization is establishing itself as the go-to voice for advancing a plant-forward shift in supply and demand. In Czechia and Portugal, ProVeg is shaping the national food system through advocacy and partnerships, and in Germany it is supporting the adoption of protein diversification strategies across key sectors.
In Nigeria, a new plant-based chef training program will launch next year, building skills and innovation among the next generation of sustainable culinary professionals. In the UK, a major focus on schools and hospitals aims to achieve 100 million swaps from animal-based to plant-based options, reaching 2.3 million children.
In Spain, work with companies and policymakers is expanding the availability of plant-based options and driving supportive policy commitments. The Netherlands is encouraging key industry players to commit to measurable reductions in animal-based consumption, while Poland is promoting plant-based diets in schools and among major food businesses.
At the international level, ProVeg continues to amplify its global impact through programs such as Kickstarting for Good, which supports the launch and early development of non-profits working for food system change, and the ProVeg Incubator, which accelerates innovation in plant-based and alternative-protein products. Policy work remains central, with growing engagement at the European Union, the United Nations, and other international institutions.
The five impact areas driving change
ProVeg delivers its mission through five core impact areas, each representing a key lever for systemic transformation.
Food innovation
We support and connect innovators, startups, companies, and investors globally in advancing plant-rich foods and alternative protein innovation.
Corporate and institutional engagement
We support businesses, decision-makers, and institutions in developing, providing, and promoting plant-rich foods and alternative proteins. We work with leading businesses and institutions to transform food environments, making healthy sustainable choices easy for consumers.
Policy and advocacy
We work with government agencies and civil society to create an enabling policy environment for healthy sustainable food. We inform policy development through cutting-edge research, consensus building, and knowledge sharing.
Movement building
We create global synergies by empowering and supporting mission-aligned non-profit organizations and alliances.
Public engagement and media
We provide inspiration and support for consumers and reliable information for journalists.
These interconnected areas allow ProVeg to act at every level of the food system – from research and development to consumer awareness – creating measurable progress towards a sustainable global food future.
As we move into 2026 with a clear and focused vision and mission, ProVeg is better placed than ever to build momentum towards a world where the food we eat is good for all people, animals, and our planet – and where plant-rich foods and alternative proteins are accessible and appealing to all.
Together, we can build a more impactful future
Our vision for the future will only be possible if it is supported by people who believe in a fairer and more sustainable food system. With your help, we can scale our programs and expand our impact. If you’re able to do so, please consider making a donation today – your generosity will help to drive the global shift towards a plant-rich future for all.
Simon Middleton
Senior Writer
