ProVeg International, Inc

Washington, DC   |


Reducing the global consumption of animals by 50% by the year 2040.

Ruling year info


International CEO

Sebastian Joy

Main address

1380 Monroe St NW #222

Washington, DC 20010 USA

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NTEE code info

Alliance/Advocacy Organizations (D01)

Alliance/Advocacy Organizations (C01)

Alliance/Advocacy Organizations (E01)

IRS filing requirement

This organization is required to file an IRS Form 990 or 990-EZ.

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Programs and results

What we aim to solve

SOURCE: Self-reported by organization

Our food choices are the cause of many of the world’s most pressing problems, including climate change, environmental degradation, loss of biodiversity, antibiotic resistance, and global hunger. Our diets also increase the risk of future pandemics, while causing the suffering of billions of land animals and trillions of marine animals. Animal farming is inefficient and wastes a staggering amount of food. If all crops were used for direct human consumption, there would be enough food to feed 10 billion people. What we eat has fundamental impacts on our planet. In addition to land- and water-use, resource waste, and biodiversity loss, food-system emissions account for about a third of all human-made emissions, with animal-based products having the largest share of these emissions.

Our programs

SOURCE: Self-reported by organization

What are the organization's current programs, how do they measure success, and who do the programs serve?


ProVeg campaigns provide the public with the tools and knowledge they need to make food choices that are good for themselves, the planet, and the environment. Our aim is to create a public understanding of the most urgent problems caused by the consumption of animal products and provide people with the tools and knowledge to address these issues at an individual and systemic level. To achieve this, ProVeg campaigns work to win hearts and minds in order to create a world in which plant-based food is as accessible and attractive as possible, for everyone around the world.

Population(s) Served

Where we work

Our Sustainable Development Goals

SOURCE: Self-reported by organization

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Goals & Strategy

SOURCE: Self-reported by organization

Learn about the organization's key goals, strategies, capabilities, and progress.

Charting impact

Four powerful questions that require reflection about what really matters - results.

Founded on the principles of Effective Altruism, ProVeg International 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. We are organized around a clearly defined central mission: to reduce global animal consumption by 50% by 2040. Our vision is a world where everyone chooses delicious and healthy food that is good for all people, animals, and our planet.

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 thus more sustainable for humans, animals, and the planet.

Our long-term goals for reaching our mission include:

- Retailers, the food industry, public institutions, companies, and other relevant decision-makers increasing the availability of plant-based products and other alternatives to animal-based products.

- Policy-makers and other relevant stakeholders creating a fit-for-purpose regulatory, socio-economic, and educational environment in order to enable a significant global transition towards a sustainable marketplace for plant-based and cultured meat, eggs, dairy, and fish.

- Investors, the research community, and other relevant stakeholders increasing investment funds for research and the development of sustainable plant-based products and cultured meat, eggs, dairy, and fish.

- The proportion of people eating fewer or no animal foods and the number of “plant-based allies” grows, while barriers for expanding the plant-based and cellular-based product sectors are removed.

ProVeg’s unique approach is characterized by three core elements:

1. Focusing on the key levers (thought leaders, multipliers, influencers) in key sectors of society (corporate, political, health, education, media, NGOs, etc).

2. Incentivizing change and transformation in a positive and supportive manner.

3. Ensuring a strong impact and focus on efficiency by constantly assessing and evaluating our work through our Research Department and our Monitoring, Evaluation and Learning team, as well as external consultants

ProVeg International focuses on five key intervention areas:

1. Corporate and institutional engagement: we influence businesses and institutions to develop, promote, and integrate healthy, compassionate, and sustainable plant-based options.

2. Plant-based and cultured-food innovation: we support and connect global partners and startups in order to advance plant-based and cultivated-food innovation; we raise public awareness around the multiple benefits of these foods.

3. Policy and advocacy: we work with governmental and intergovernmental agencies to create plant-forward policies.

4. Movement-building: we build strong grassroots networks through empowering and supporting other nonprofits, advocacy groups, and communities.

5. Public education and media: we reach people where they are, providing inspiration and support for people to reduce and eliminate animal products from their diets.

With a combined annual budget of roughly USD 11,000,000, ProVeg International as a global entity has a global workforce of over 200 people as well as a robust volunteer team. We work in ten countries across four continents: Belgium, China, Germany, the Netherlands, Poland, South Africa, Spain, Czechia, the United Kingdom, and the United States. Offices in the US and Germany serve as our international headquarters.

Knowing that we can accomplish more together, ProVeg seeks out collaborative opportunities to promote food-system change. As well as hosting our own events, we collaborate wherever possible with other organizations, and work with local and international organizations and decision-making bodies to promote healthy, sustainable, and compassionate plant-based alternatives.

In 2012, ProVeg launched the VegMed conference, Europe’s largest medical congress on plant-based nutrition which brings together experts from around the globe, along with organizations such as the Physicians Association for Nutrition. We also host the New Food Conference, Europe’s first and largest conference on new-protein solutions, which aims to accelerate and empower innovative food technologies by bringing together key stakeholders in the sector.

In 2021, we launched New Food Invest, the world’s first investment conference aimed exclusively at plant-based and cultured-food startups, which was attended by investors and venture capitalists worldwide. We also launched the New Cuisine: Sustainable Foodservice and Culinary Summit in China – the world’s first culinary summit dedicated to creating a more sustainable and plant-based global food-service industry. Also in 2021, our team in Poland hosted the New Food Forum, bringing together 150 food-industry leaders for an event aimed at accelerating and empowering innovative food technologies in Poland’s booming plant-based sector.

In 2020, ProVeg International co-founded the European Alliance for Plant-based Foods, and we were a co-founder of the Plant-based Food Alliance UK in 2021. ProVeg International holds permanent observer status with the United Nations (UN) Framework Convention on Climate Change, is accredited for the UN Environment Assembly, holds special consultative status with the UN’s Economic and Social Council, and has received the UN’s Momentum for Change Award for our classroom interventions focused on planetary health. ProVeg also took part in COP26 in fall 2021 in order to promote a transition from animal-rich to plant-rich global farming solutions in order to achieve global climate targets. Our Special Consultative Status with the UN’s Department of Economic and Social Affairs means that we can participate in the High Level Political Forum, as well as the progress review of the Sustainable Development Goals, which takes place every year at UN Headquarters.

Selected Accomplishments:

- Starting the world’s first and leading incubator and accelerator for plant-based and cultured-food startups. In the three years from its launch in November 2018 through to November 2021, the ProVeg Incubator supported more than 55 global companies by providing mentoring, workshops, marketing support, networking opportunities, and grants. Together we’re working to create more high-quality and affordable plant-based and cultured foods for consumers.

- Leading the charge to stop labeling bans such as attempts to prohibit terms like ‘veggie burger’. Following a successful ProVeg campaign, in 2021, the European Parliament, European Council, and European Commission rejected Amendment 171, which would have severely restricted plant-based dairy products. ProVeg challenged the amendment by gathering support from nearly half a million consumers via a petition.

- Our School Plates program works with local authorities to provide catering to over 2,600 schools across England and Wales in order to integrate more plant-based food options into school menus. To date, more than 5 million meals were changed from meat-based to meat-free or plant-based.

- In 2021, our team in Poland worked with the Aldi supermarket chain on campaigns to educate consumers about creating balanced and healthy meals. Thanks to an ongoing partnership, our German team has worked with Lidl to launch nearly 50 new plant-based alternatives in stores, nationwide.

What’s Next:

- Continue consulting and cooperating with companies in order to influence and help them integrate plant-based foods. We will continue to use market-leading companies as levers to effect widespread consumer change in Africa, Asia, Europe, and North America.

- Run and expand the Veggie Challenge, a free tool to support individuals on a 30-day vegan, vegetarian, or reduction challenge. The Veggie Challenge provides participants with tips, recipes, and support. In mid-2020, we launched an accompanying app to gamify reduction efforts and thus increase retention.

- Strengthen and expand vegan advocacy and meat-reduction work worldwide with the ProVeg Grants Program. This program offers grants and accelerator programs for individuals and organizations. From its launch in August 2018 through to November 2021, we distributed 268 grants to 64 countries ( including grants to both organizations and individual activists), and registered 400 accelerator members from 85 countries.

- Continue to promote our Diet Change Not Climate Change campaign, which we kicked off in 2021. With support from companies and NGOs worldwide, the campaign harmonizes efforts across different stakeholder groups, with the aim of getting plant-rich diets recognized on the international agenda as a vital climate-change mitigation strategy. We championed the campaign at the COP26 Climate Summit, leading eight press events, presentations, and discussions in order to engage with policymakers.


ProVeg International, Inc

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ProVeg International, Inc

Board of directors
as of 05/12/2022
SOURCE: Self-reported by organization
Board chair

Dawn Moncrief

A Well-Fed World

Term: 2018 -

Organizational demographics

SOURCE: Self-reported; last updated 12/1/2021

Who works and leads organizations that serve our diverse communities? GuideStar partnered on this section with CHANGE Philanthropy and Equity in the Center.


The organization's leader identifies as:

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Gender identity
Male, Not transgender (cisgender)
Sexual orientation
Heterosexual or Straight
Disability status
Person without a disability

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