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 Shirley Lu,
Managing Director for Asia and Chief China Representative for ProVeg Asia-Pacific
As we reflect on 2024, it has been a year of both challenges and progress for the plant-based sector in China. The industry is still in its early stages. However, consumer interest in healthy and sustainable food is on the rise. According to our 2024 survey, Plant-based eating in China: attitudes and opportunities, conducted in collaboration with Shanghai Jiao Tong Medical School, China Climate Center, and Kantar Research, 57% of consumers in Beijing, Shanghai, and Guangzhou expressed strong interest in transitioning to a plant-rich diet after learning about its health and environmental benefits. Among flexitarians, who make up 32% of the population in these cities, the percentage was even higher at 64%. Amid these shifts, ProVeg China continued to drive awareness, innovation, and collaboration. This year, we successfully hosted the 5th ProVeg Food Innovation Challenge, attracting 1,350 students from over 20 countries, who submitted 452 product concept proposals from 151 universities. Supported by eight leading food & beverage companies including Unilever, Mars, CPF, and Beyond Meat, the competition highlighted innovative plant-based concepts tailored to local tastes. Eighteen Chinese student teams from leading universities were recognized as finalists and won awards.
Looking Ahead to 2025, ProVeg China will strengthen partnerships with government agencies, industry leaders, and research institutions to integrate alternative proteins into China’s food security and climate strategy. We will continue supporting plant-based businesses, fostering innovation, and increasing consumer awareness. Despite challenges, we remain optimistic. With the right partnerships and sustained efforts, we believe China’s plant-based sector will continue to evolve, paving the way for a healthier, more sustainable food system.