ProVeg International is a leading food awareness organization with a global presence and a dedicated mission to transform the food system. Working closely with key UN food and environment agencies, ProVeg engages with stakeholders worldwide to create a food system where everyone chooses delicious and healthy options that are good for humans, animals, and the planet. With offices in 12 countries and over 200 employees, ProVeg is committed to replacing 50% of animal products globally with plant-based and cultivated foods by 2040.

Their work is informed by effective altruism, focusing on institutional change in the food industry, media, and communities, and promoting attractive plant-based solutions. The brand's 5 Pros—Taste, Health, Justice, Animals, and Environment—showcase their commitment to diverse motivations for dietary change. With a visionary leadership team, ProVeg aims to influence influencers, maximize global impact, and create a fairer, healthier, and more sustainable world through positive messaging and diverse solutions for plant-based nutrition