We are thrilled to announce the launch of ProVeg Portugal – the newest member of the ProVeg family! With a team of Portuguese professionals who are passionate about food-system transformation, ProVeg Portugal is set to accelerate the plant-based shift in the country. Read on to learn more about their plans!
Portugal – a diverse and multicultural country
One of Europe’s oldest countries, Portugal is home to a rich cultural heritage, boosted both by Portugal’s influence as a trading and colonial power and by the several invasions of its territory – a combination that has given Portugal its diverse cuisine, marked by the use of fragrant spices and plenty of Portuguese olive oil.
In 2023, meat consumption in Portugal rose by 1.6 kg per person, reaching a total of 119.6 kg per person, one of the highest levels of meat consumption in Europe. With the climate crisis accelerating, there is an urgent need to rethink our food systems and shift to more sustainable, climate-friendly diets. With food being so central to Portuguese culture, it’s important to raise awareness in the country about the many benefits of plant-based foods.
From Portugal’s first vegetarian association to an international food awareness organization
Before joining the ProVeg global network, our Portugal team was already spreading awareness about the benefits of plant-based diets, under the banner of Associação Vegetariana Portuguesa (the Portuguese Vegetarian Association) – or AVP.
Founded in 2006, the AVP made its mark by successfully campaigning for plant-based diets in the country.
One of its major successes was the campaign that led to Portugal mandating plant-based meal options in all of its public schools, hospitals, universities, and prisons – the first country in the world to do so.
Meet the ProVeg Portugal Team
Catarina Chavinha
ProVeg Portugal’s Communications Manager, Caterina Chavinha, is thrilled about this new chapter and is passionately committed to crafting engaging and informative messages, ensuring that our mission resonates with all. Outside of work, Catarina enjoys experimenting in the kitchen, going to live concerts, and exploring new destinations. Her ideal day? Savoring delicious plant-based dishes and taking her loyal dog, Artur, on a walk on the beach.
Carolina Mesquita
ProVeg Portugal’s School Meals Program Coordinator and one of its board members. Carolina is looking forward to joining the global ProVeg team in order to better contribute to our joint mission of food-system transformation. Fun fact: while cycling through Portugal, she wrote a book about the lives of elderly women in Portuguese villages.
Irina Maia
Irina Maia has been working for V-Label since 2019, and has now moved to a new role as Manager of V-Label Portugal. Besides evaluating products, Irina also deals with license renewals, audits, and general administrative work. She lives in the Portuguese countryside with four dogs, three cats, and in the company of numerous wild animals, from foxes and badgers to boars, falcons, and mice! She works from home, so her days are very quiet and peaceful, but never boring or lonely, because there is always something happening.
Lucas Oliveira
ProVeg Portugal’s senior nutritionist, Lucas Oliveira, is set to help people who want to transition to plant-based diets in a sustainable way, as well as to provide guidance to those already following a plant-based diet. Lucas is currently working on the Portuguese Dietary Guidelines Initiative (DGI) project, as well as creating and reviewing nutritional content for ProVeg Portugal’s website and social-media initiatives. A former mining engineer, Lucas was raised in a small village in the Amazon forest, along with his twin brother.
Joana Oliveira
The Country Director of ProVeg Portugal, Joana Oliveira, is very excited to join our global network. She hopes that the support of an international organization will help advance food-system transformation in Portugal, something she is highly passionate about. In her free time, Joana enjoys taking walks and practicing Pilates regularly. She is also a proud dog mom!
A warm welcome to ProVeg Portugal
We’re very happy to see the ProVeg family expanding to Portugal, and are confident that this latest addition will further accelerate the shift to plant-based diets in the Iberian Peninsula. Having opened ProVeg offices in Nigeria and Malaysia in 2023, we are continuing to accelerate the global shift towards plant-based eating.
Support ProVeg Portugal by making a donation today and helping to create a lasting impact for animals and the planet. Your contribution will help to drive initiatives that promote plant-based diets, and foster sustainable food systems. Join us in our important mission – support ProVeg Portugal today!
Marco Mayer
International Communications Assistant
