WE ARE PROVEG

ProVeg is a leading international food awareness organisation
working across four continents, with ongoing plans for future expansion.
We are a fast-growing organisation with global reach and ambition.

Vision

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

Mission

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

OUR APPROACH

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.


AWARENESS
CAMPAIGNS


COMMUNITY
BUILDING


CORPORATE
ENGAGEMENT


POLITICAL
OUTREACH

OUR MOTIVATION

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.


PRO
HEALTH


PRO
ANIMAL


PRO
ENVIRONMENT


PRO
JUSTICE


PRO
TASTE

OUR TEAM

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.

  • Dr Melanie Joy

    Founder

    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.

     

  • Tobias Leenaert

    Founder

     

    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.

     

  • Sebastian Joy

    Founder

    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.

Sebastian Joy

Sebastian Joy

CEO

Matthias-R-1-44

Matthias Rohra

COO

Jens-66

Jens Tuider

Executive Assistant

nora_winter_2-18

Nora Winter

Head of Human Resources

Leah-2-business-40

Leah Edgerton

Strategy and Internationalisation Manager

Ruchir1-70

Ruchir Sharma

International Head of Campaigning

Brett-1-45

Brett Thompson

Global Coordinator

Doris-1-64

Doris Lee

Internationalisation

Julia-2-57

Julia Aumüller

Assistant Chief Operating Officer