ProVeg grantees in Norway, Croatia, and China are shifting food culture through festivals, media, and public outreach
Part 2 of a three-part series on grantees supported by the ProVeg Grants programme
From national festivals to online debates, plant-based advocates are finding new ways to bring food-system change into the public sphere. These projects use culture and communication to raise awareness of plant-based food, meeting people where they are, and creating opportunities for dialogue in familiar settings.
This is the second in a three-part series exploring the work of organisations supported by the ProVeg Grants programme. Since 2019, the programme has awarded more than 900 grants across over 90 countries, funding projects that reduce the consumption of animal-based products and promote sustainable food systems.
The examples below highlight how three very different organisations based in Norway, Croatia, and China are using cultural events and media to shift perceptions and improve access to plant-based food.
Oslo Vegetarfestival: bringing plant-based food to the mainstream
Now in its 16th year, Oslo Vegetarfestival is the largest plant-based event in central Oslo, Norway. The festival combines cooking demonstrations with public talks and interactive activities designed to make plant-based eating more accessible.
With support from the ProVeg Grants programme, the organisers have expanded their work to include other events across Norway, where they help to improve plant-based options. They have also launched Future Foods, a national conference focused on plant-based innovation and collaboration, which is the first event of its kind in the country.
Animal Friends Croatia: linking culture, community, and sustainability
Animal Friends Croatia is one of the region’s longest-running organisations working on animal welfare and environmental advocacy. Since 2008, it has hosted the ZeGeVege Festival of Sustainable Living in central Zagreb. The event now draws around 50,000 visitors each year and features plant-based food, ethical products, and a full programme of public talks and workshops.
Support from the ProVeg Grants programme has helped the organisation scale up the festival and increase its visibility throughout the year. The event now benefits from high-level political backing and broad media coverage. Animal Friends Croatia also represents the V-Label trademark in Croatia, guiding consumers towards clearly labelled plant-based products.
xiaobuVEGAN: opening up space for new conversations
In China, xiaobuVEGAN is reshaping public discussion by introducing food ethics and sustainability into spaces where they have traditionally been overlooked. The organisation runs media campaigns and in-person events that encourage thoughtful engagement and challenge familiar narratives.
With support from the ProVeg Grants programme, xiaobuVEGAN launched a popular debate series based on a well-known Chinese talk-show format. Episodes have explored whether plant-based meat can help solve environmental crises, and whether veganism is only for the wealthy. Each one has reached more than a million viewers. Led by founder Monica Wang, the team is building platforms that make plant-based topics more visible in public life.
ProVeg Grantees: Supporting grassroots food-system change
Projects in Eastern and Southern Africa are using ProVeg grant funding to improve meals and shift mindsets
Visibility as a tool for change
These three organisations are expanding awareness of plant-based eating in very different contexts. Whether through public events or digital media, they are creating entry points for people to rethink food choices in their everyday lives.
The ProVeg Grants programme supports projects like these that go beyond advocacy and help change the way plant-based ideas are seen, discussed, and understood.
Support the movement
These groundbreaking initiatives in Norway, Croatia, and China started with a single grant – this is the power and impact of the ProVeg Grants programme. We find and fund the most effective and high-impact initiatives around the world that are reshaping food systems.
Every contribution you make goes directly towards funding initiatives like this and empowering global changemakers. You can help transform the most promising projects and ideas into tangible progress anywhere in the world. Your support is the key that makes this happen.
Simon Middleton
Senior Writer
