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ProVeg UK Policy
While dietary change at an individual level is important, it’s vital that it happens in parallel with a wider transformation of the food system. Which is why ProVeg UK dedicates considerable resources to informing and influencing policy-making at national and local levels, across the UK.
We advocate for policies that support a shift towards a more plant-forward food system in the UK, advancing ProVeg’s global mission to accelerate the transition to a sustainable global food system by making plant-rich foods and alternative proteins more accessible and appealing.
What we do
The core focus of our UK policy work is building long-term relationships with policy-makers, at both national and local levels.
We also contribute our expertise to relevant policy-making processes, by distributing policy briefings, convening key stakeholders, and submitting evidence to government consultations and parliamentary inquiries.
In order to maximise the power of a collective voice, we are members of several organisations that are focused on particular policy issues:
Eating Better
ProVeg UK is a founding member of Plant-Based Food Alliance UK, a coalition of NGOs and businesses that are committed to promoting plant-based diets and amplifying the voice of the plant-based food sector in the UK, thus improving public health and helping the government to achieve its environmental goals.
School Food Review
School Food Review is a coalition of more than 35 organisations working together to improve England’s school food system. ProVeg UK supports the coalition’s efforts to improve the quality of school food, ensuring that all school meals are nutritious and sustainable.
Plant-Based Food Alliance UK
ProVeg UK is a founding member of Plant-Based Food Alliance UK, a coalition of NGOs and businesses that are committed to promoting plant-based diets and amplifying the voice of the plant-based food sector in the UK, thus improving public health and helping the government to achieve its environmental goals.
Our policy aims
We want to see policy changes that will help the country make the transition towards delicious, healthy, and more sustainable diets that are good for people, animals, and our planet.
The UK’s Climate Change Committee (CCC) has made it clear that meat and dairy consumption in the UK needs to be reduced in order to meet our net zero goals. The CCC recommends a 20% shift away from meat and dairy consumption by 2030 (rising to 35% by 2050), in order to put the UK on the path to net-zero emissions.
The National Food Strategy (a government-commissioned independent review of the UK’s food system) recommends even more ambitious targets: 30% less meat, 20% more fruit and vegetables, and 50% more fibre by 2032.
Our policy proposals
For making change happen
A UK plant-based action plan
The UK has significant potential to become a world leader in the rapidly growing plant-based-food sector, building on its already strong market for plant-based products, along with innovative producers and high-quality scientific research. In order to realise this potential, we urge the government to develop a national plant-based action plan. This plan could be modelled after a similar recent initiative in Denmark, and could include new funding for research and development, support and incentives for farmers to grow the relevant crops, and investment in expanding plant-based production facilities.
Rebalancing our plates
In July 2025, the UK government announced its aim of creating a new national food strategy, the ‘Good Food Cycle,’ a key goal of which is to support the sales of healthier and more environmentally sustainable food products. This presents an important opportunity to promote plant-based food production and plant-rich diets, while tackling multiple national challenges in the process.
Other European countries are already taking the lead with concrete policy measures aimed at rebalancing their mix of animal- and plant-based food sales. This policy briefing showcases some of these approaches using international case studies, and includes the following recommendations:
- Update dietary guidelines to reflect health and sustainability impacts
- Institute protein-diversification reporting for large food businesses
- Mobilise public-sector catering
- Develop a national Plant-Based Action Plan
An ever greater number of countries are implementing these and similar measures in order to increase the production and consumption of plant-rich foods. Given the current focus on a national food strategy for the UK, it’s time for the government to adopt such policies, building on business leadership and the growing public demand for healthier and more sustainable diets. Read our report to find out more.
Fair labelling of plant-based substitutes
Many current policies prevent a level playing field for plant-based products and should be reviewed and resolved. In particular, we advocate for the removal of restrictions that prevent plant-based dairy products from using protected dairy terminology such as milk and cheese. Research demonstrates that consumers are not confused by the use of dairy terms for plant-based products, and lifting these restrictions is crucial to building confidence and driving investment in the plant-based dairy sector.
More sustainable dietary guidelines
The UK’s national dietary guidelines should provide a clear roadmap for the national dietary shifts that we know are necessary. We urge the government to review and update the Eatwell Guide in order to reflect the latest evidence on health and sustainability, highlighting the nutritional benefits of plant-based foods and emphasising the positive impact of plant-based diets on greenhouse gas emissions and water usage.
Forward-looking public procurement policies
The UK’s procurement policies should support our public institutions in serving healthy, climate-friendly meals that include more plant-based options. UK schools serve 1.2 billion meals annually, most of them containing animal-based products. We urge the government to update the School Food Standards and Government Buying Standards in order to reflect the latest dietary guidance and take environmental considerations into account. This should include removing the current requirement to serve dairy every day and meat three times a week in UK schools. Additionally, we advocate for new requirements to increase the availability of fruit and vegetables, and to ensure that at least one nutritious plant-based option is available on all public-sector menus.
What we’ve been up to
The easiest ways to add beans and pulses to school menus
The new School Food Standards in England put pulses firmly on the school lunch menu In September, the UK…
Our thriving school food education programme
ProVeg UK’s flagship School Plates programme has transformed school menus across the country, switching millions…
ProVeg UK partner with Bang in Some Beans and Veg Power
ProVeg UK are incredibly excited to be working with Veg Power and the Bang in Some Beans campaign. Fibre…
If you have any questions about our policy work or would like more information, please get in touch at
As a non-profit organisation, we rely entirely on grants and supporter donations. We are making significant changes to school meals across the country – if you’d like to help drive our mission forward, please consider donating to ProVeg.
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Frequently Asked Questions
What is ProVeg UK’s policy work?
ProVeg UK’s policy work focuses on informing and influencing policy-making at national and local levels across the UK. It advocates for a shift towards a more plant-forward food system, working towards replacing 50% of animal-based products with plant-based alternatives by 2040.
What policy changes does ProVeg UK call for?
ProVeg UK calls for a UK plant-based action plan (modelled on Denmark’s approach), updated national dietary guidelines that reflect health and sustainability, fairer labelling rules for plant-based products, forward-looking public procurement policies, and updated School Food Standards that remove the daily dairy and thrice-weekly meat requirements.
Which coalitions and alliances is ProVeg UK part of?
ProVeg UK is a founding member of the Plant-Based Food Alliance UK, a member of the School Food Review coalition of more than 35 organisations, and part of the Eating Better alliance. It has also published policy briefings, including “Rebalancing our Plates”.
Why does school and public-sector food matter for food policy?
Public-sector catering is a major lever for change: UK schools serve around 1.2 billion meals every year, most of them containing animal-based products. Updating procurement and food standards can shift a large share of these meals towards healthier, more sustainable plant-rich options.
What do UK advisory bodies recommend on shifting diets?
The UK Climate Change Committee recommends a 20% shift away from meat and dairy by 2030, rising to 35% by 2050. The National Food Strategy recommends eating 30% less meat, 20% more fruit and vegetables, and 50% more fibre by 2032.
How can I get involved in ProVeg UK’s policy work?
Individuals and organisations can support ProVeg UK’s policy work by contacting the policy team through the policy page, subscribing to updates, or volunteering.