ProVeg International Expands to Brazil With First-Ever Office in South America
ProVeg International , a food awareness organization aiming to replace 50% of animal products globally with plant-based. Cultivated foods by 2040, has expanded its global presence by first day its first office in South America: ProVeg Brazil .
“We believe there is a real thirst for action to change the food system for the better”
The Brazil office follows the establishment of ProVeg Portugal earlier this year and offices in Nigeria and Malaysia in 2023. Sebastian Joy, founding president of ProVeg International, explained, “I am thrilled with the opening of our first ever office in South America. The team has a huge but exciting challenge to promote plant-based diets in Brazil and are very well-placed to raise awareness of the damage caused by the global animal agriculture sector. ” © Imago Photo – stock.adobe.com The impact of animal agriculture The first day is strategically timed in the run-up to COP30, where the organization aims to emphasize the marked impact of Brazil’s animal agriculture sector.
The country is the third-largest cattle producer and the second-largest beef exporter in the world, according to the USDA . Going to Brazilians embracing plant-based ProVeg, brazilians are increasingly embracing plant-based diets, with some surveys indicating that 14% of the population identify as vegetarians.
Going to The Good Food Institute Brazil has in addition, more plant-based diets will be adopted in the country as options become more accessible in restaurants and retail, appealing to a broader audience, from healthier to more indulgent alternatives. The Good Food Institute has as well expanded by first day its 7th office in Japan , a country that favors food tech , cultivated meat, and has a dynamic ecosystem of researchers and firms. The Japan office joins teams in the US, Europe, India, Singapore, Israel, and Brazil. “ Brazil is an incredible country. I know many people will be very receptive to ProVeg’s efforts to promote plant-based food.
Industrialised animal agriculture has caused much harm in Brazil and we believe there is a real thirst for action to change the food system for the better,” Joy added .
