Welcome to our 2024 Impact Report
We are delighted to share the highlights of another transformative year for ProVeg International. In 2024, we expanded our global reach with the launch of offices in Brazil and Portugal, strengthening our presence to 14 countries across five continents. These new additions are pivotal as we drive food-system transformation in regions with unique challenges and opportunities, from the Amazon to the European Union.
This year also saw ProVeg engaging on the world stage at key events, including COP29 in Azerbaijan, where we continued to champion plant-based solutions as critical tools for tackling the climate crisis. Our work with global partners, policymakers, and grassroots organisations has reinforced our efforts in building a more sustainable and equitable food future.
From fostering innovation through our ProVeg Incubator and Food Innovation Challenge to supporting changemakers via our Grants and Kickstarting for Good programmes, 2024 has been a year of bold action and meaningful progress.
As we look ahead to 2025, your support remains integral to our mission. Together, we can continue to reduce reliance on animal-based products, inspire millions to embrace plant-based diets, and transform the global food system for the better.
Read more to discover how we are making a difference, thanks to your unwavering support.
Message from Will Donovan,
ProVeg South Africa Director
2024 was another busy year for the ProVeg South Africa team.
Our PR efforts remained strong, with 270 positive media pieces promoting plant-based food and our work in South Africa, reaching over 10 million people. Beyond raising awareness, we also got people to experience plant-based options first hand – handing out over 18,000 samples of top plant-based meat and dairy alternatives at key events, including the Cape Town Cycle Tour Expo, UCT’s orientation week, and even to firefighters at Cape Town’s Roeland Street Fire Department, alongside City of Cape Town officials.
More than 5,000 people signed up for our Veggie Challenge in 2024.
On the corporate and institutional front, we made solid progress. We published our third annual Fast Food Ranking and engaged in more conversations with leading food outlets than ever before. We also partnered with the Western Cape Department of Agriculture for World Food Day, where we spoke to hundreds of community members involved in DoA projects and distributed 1,500 of our new Make Every Day a Bean Power Day booklets to primary schools in the area.
We hosted an industry roundtable, bringing together 35 key stakeholders – retailers, food outlets, and manufacturers – to discuss developments in the plant-based sector and ProVeg’s work in South Africa.
We also continued the fight against the government’s attempt to restrict plant-based food labelling (the so-called “Burger Ban”). With the support of our lawyers and Animal Law Reform South Africa, we made multiple submissions to the relevant departments. Significant victories have already been achieved, with previously banned terms like burger, nugget, and sausage now permitted.
We look forward to building on these successes in 2025!