ProVeg is an international food awareness organisation working across four continents. Its mission is to reduce the global consumption of animals by 50 per cent by the year 2040. 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. 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. ProVeg collaborates with governments, public institutions, and the food industry to improve the taste, ease, and accessibility of plant-based food. ProVeg strives for a world where everyone chooses delicious and healthy food that is good for all humans, animals, and our planet.