We strive for a world where everyone chooses delicious and healthy food that is good for all humans, animals, and the planet.


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


ProVeg inspires and motivates people to live a more plant-based lifestyle by raising awareness of the five PROs
– or reasons – for doing so. ProVeg supports everyone who is interested in changing their eating habits by providing practical information about how they can transition to animal-free alternatives. Furthermore, we connect existing organisations to enable the exchange of expertise and solution-oriented, high-impact practices.

ProVeg collaborates with governments, public institutions, and the food industry to improve the taste, ease, and accessibility of plant-based food. We appreciate every step that individuals, organisations, and institutions take towards a more plant-based lifestyle and a more sustainable society.






Many of the world’s most urgent problems share a common cause: our food choices.
ProVeg is dedicated to raising awareness of how we can tackle these problems through diet.
Our food choices can become a multiproblem solution.







“Diversity? Yes please! Where all attention is focused on the common cause, differences do not matter much. On the contrary, they are a strength. ProVeg welcomes anyone willing to commit to the shared purpose. All contributions are valued, however different and diverse they may be. People at ProVeg feel special among many special people.”

Simon Sagmeister (leading the ProVeg Culture workshop on 24 August 2018)



The foundation for this is the General Act on Equal Treatment. ProVeg commits not to discriminate directly or indirectly in recruitment or employment because of age, disability, sex, gender reassignment, pregnancy, maternity, race (which includes colour, nationality, citizenship, and ethnic or national origins), sexual orientation, religion or belief, or because someone is married or in a civil partnership. These are known as ‘protected characteristics’. ProVeg actively supports diversity and the promotion of diversity in the points mentioned above.


ProVeg’s staff comprises more than 140 people from about 20 countries. The majority of staff (66%) identify as female and one person as non-binary. The Executive Team consists of Sebastian Joy, Matthias Rohra, and Jasmijn de Boo; four out of seven country directors are female; six out of eleven heads of department are female, and the China programme team is composed exclusively of women. Furthermore, we are working towards more diverse representation along age and ethnicity lines, as well as other protected characteristics. We constantly monitor developments and improve HR standards and implement best practices to attract talent, become more family-friendly, and ensure a diverse workforce.

Some of the measures that ProVeg is taking consist of:

  • A Works Council (Germany’s highest-ranking and most powerful institution dedicated to workers’ interests). This body, consisting of 7 ProVeg employees, works on matters related to equality, inclusivity, etc.  
  • There is a permanent DEI Working Group in place
  • ProVeg is continuously making the hiring process more gender- and race-neutral
  • A number of our female staffers take part in the ‘Female Future Force’ learning series (FFF is a German-language 52-weeks online course with 52 experts and about 12 different topics to empower women on a personal and professional level)
  • Regular Diversity/Inclusivity and Intercultural Trainings for staff
  • Special Privilege article sessions lead by staff coach Dr. Melanie Joy
  • ProVeg introduced a more gender-neutral language in all written communication


The ProVeg team comprises more than 100 employees of 22 different nationalities. Based on a mindful and respectful corporate culture, ProVeg offers its employees the opportunity to do good as effectively as possible.

  • Sebastian Joy


    Sebastian Joy is among the most important representatives of the vegetarian and vegan movement in Europe. He is the CEO of ProVeg, as well as a board member of the European Vegetarian Union (EVU) and a lecturer in nonprofit management at the Berlin School of Economics and Law. Sebastian first became a vegetarian when he was 24 years old. Three years later, after reading a book by Australian philosopher Peter Singer, he stopped consuming animal products.


  • Tobias Leenaert



    Tobias Leenaert is a longtime speaker, trainer, and strategist. He is also the co-founder of the Belgian organisation EVA (Ethical Vegetarian Alternative). Passionate about effectiveness, Tobias writes regularly for his blog, The Vegan Strategist. Tobias started exploring vegetarianism when he was twelve years old, although it took him another ten years to effectively cut out all meat from his diet. Today he lives in Ghent, Belgium. He does not consume any animal products, but takes great care not to be dogmatic on the issue.


  • Dr Melanie Joy


    Doctor Melanie Joy is a Harvard-educated psychologist, celebrated speaker, organisational consultant, and author of the award-winning book Why We Love Dogs, Eat Pigs, and Wear Cows. She has been eating a meatless diet since she was 23, after a spoiled hamburger that led to her being hospitalised eventually triggered her to rethink her relationship with animals and food. Today, she consumes a diet free from any animal products. Doctor Joy currently lives in Berlin, Germany.

  • Jasmijn de Boo

    International Director

    Jasmijn de Boo is a professional animal and vegan advocate and educator with over 18-years’ experience in global leadership positions. As part of the Executive Team, Jasmijn is the International Director at ProVeg International, overseeing international branches and the Grant programme. Between 2011 and 2018, Jasmijn held CEO positions at the UK Vegan Society, which, under her leadership more than doubled in size and contributed to veganism becoming mainstream, and at SAFE in New Zealand.