ProVeg International delighted to open office in China to promote sustainable, healthy diets

ProVeg is the first global NGO promoting alternative proteins such as plant-based foods and cultured meat to be given approval for a representative office in China


Food awareness organization ProVeg International has expanded its global reach with the opening of a representative office in Shanghai, China. 

It is the first time an international NGO focused on supporting plant-based diets has opened an office in the country. Approval was given by the Council for Promotion of International Trade (CPIT) in Shanghai and the Administrative Office of Overseas NGOs of Shanghai Public Security Bureau. ProVeg will work in the country to promote plant-based diets, plant-based food innovation and trade, and facilitate international exchange around these activities. 

Sebastian Joy, Founder and CEO of ProVeg, said the opening of the new office would greatly improve the NGO’s ability to support the drive for healthier and more sustainable diets in China where there is a long history of culinary culture. 

“We are delighted to be able to open an office in Shanghai and to work more closely in China promoting the benefits of plant-based diets as well as highlighting the environmental benefits and commercial opportunity offered by both plant-based products and cultured meat alternatives,” Joy said.

ProVeg is already active in China and has held five major campaigns in the country, including the Plant-Based Food Innovation Contest. The contest is aimed at accelerating innovation of sustainable future food and nurturing university talent.

ProVeg also held a New Cuisine conference in China last year to equip foodservice professionals with the information and skills they need to make more sustainable food choices and pioneer future plant-based trends.

ProVeg, in collaboration with the European Union, will be conducting market research in China in 2022 as part of the Smart Protein project to understand consumers’ attitudes to plant-based foods, identify key drivers for product development, and assess market potential by category. (This initiative is subject to approval by CPIT.) 

Shirley Lu, Managing Director Asia for ProVeg, said: “The opening of the new office allows us to promote the new green food economy and establish exchange around plant-based foods and cultured meat between China and international cross-sectors. Chinese consumers are sophisticated and demanding in food flavors and textures. I expect they will be the key driver for breakthrough innovation here and beyond.”

Food policy in China

China has included cultured meat and other future foods in its five-year agricultural plan, which will spur more funding for research in the sector and accelerate the timeline in the country for the regulatory approval of cultured meat.

The country’s national dietary guidelines also encourage people to eat less meat and consume more fresh vegetables. 



Notes to Editors

For further information, contact Shirley Lu, Managing Director Asia, at Proveg, at:

[email protected]

For general media inquiries, email Peter Rixon, International PR Manager at ProVeg, at:

[email protected]


About Council for the Promotion of International Trade Shanghai  (CPIT SHANGHAI)

Founded in 1956, Council for the Promotion of International Trade Shanghai (CPIT SHANGHAI) is the earliest branch of China Council for the Promotion of International Trade (CCPIT). Approved by Shanghai Municipal Government,Council for the Promotion of International Trade Shanghai is Shanghai foreign trade and investment promotion agency. 

The major responsibilities of the CPIT SHANGHAI include:promote foreign trade, investment and economic & technological cooperation among Shanghai and relevant international organizations; enhance understanding and friendship; provide international liaison, conferences and exhibitions, legal arbitration, certification, economic and trade consultation, and information exchange services etc. to companies; act as the directing and coordinating authority on other organizations for the promotion of international trade in Shanghai, and entrusted by relevant government departments to undertake relevant businesses.


About ProVeg International

ProVeg is an international food awareness organization working to transform the global food system by replacing conventional animal-based products with plant-based and cultured alternatives.

ProVeg works with international decision-making bodies, governments, food producers, investors, the media, and the general public to help the world transition to a society and economy that are less dependent on animal agriculture and more sustainable for humans, animals, and our planet.

ProVeg has permanent-observer status with the UNFCCC, is accredited for UNEA, and has received the United Nations’ Momentum for Change Award.

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