Madre Brava
Madre Brava is a Dutch-registered climate-advocacy nonprofit that commissions research and campaigns to accelerate the protein transition, engaging major European supermarket chains, policymakers, and civil-society coalitions across the UK, Germany, Spain, and Thailand.
- Company typePrivate
- Founded-
- HeadquartersAmsterdam, Netherlands
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Madre Brava does
Madre Brava is a Dutch-registered non-profit foundation (Stichting Madre Brava) operating as an international climate advocacy organisation focused on accelerating the global 'protein transition' from animal-based to plant-based proteins. Founded in 2022 with ANBI public-benefit status in the Netherlands, it runs a fully remote team of approximately 13 staff across the Americas, Europe, and Asia, with active country initiatives in the UK, Germany, Spain, and Thailand. The organisation engages European supermarket chains (including Lidl, Rewe, Aldi Süd, Ahold Delhaize, Tesco, and Carrefour), policymakers, and civil-society coalitions to drive protein diversification as a climate, health, and affordability intervention.
Its core 'products' are commissioned research reports and policy briefs — not commercial software or services. Madre Brava contracts specialist consultancies (Eunomia, Quantis, Profundo, Asia Research & Engagement, SystemIQ) to produce quantitative evidence on the cost-effectiveness and emissions-reduction potential of plant-protein substitution at the retailer and country level. Outputs include the UK cost-minimisation roadmap for FLAG-target compliance, Germany's 'Biggest Bang for the Buck' analysis (€2.5bn potential savings), Thailand's 'Tackling the Maize Haze' and 'Kitchen of the Future' reports, and the 15-largest-European-supermarket protein-transition assessment. Distribution is via direct enterprise engagement, the madrebrava.org website and newsletter, LinkedIn, earned media, and event participation (Climate Week NYC, TEDx, Plant Based Foods Association panels).
The business model is grant- and donation-funded, with no commercial pricing. Its go-to-market combines community-led advocacy (coalitions with ProVeg, Albert Schweitzer Foundation, PAN, EPHA, PBFA), sales-style direct engagement with retail category and sustainability leaders, and event-driven thought leadership. Madre Brava is led by CEO Vicky Bond (ex-The Humane League and Compassion in World Farming) and Co-Founder/Chief Programmes Officer Nico Muzi (ex-Transport & Environment and Mighty Earth), with regional directors in Germany (Moritz Möller, ex-Veganz CMO), the UK (Sara Ayech, ex-Greenpeace International), and Spain (Zinnia Quirós, ex-Oxfam International).
Madre Brava firmographics
Firmographics- Name
- Madre Brava
- Legal name
- Stichting Madre Brava
- Website
- https://madrebrava.org
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Madre Brava is a Dutch-registered climate-advocacy nonprofit that commissions research and campaigns to accelerate the protein transition, engaging major European supermarket chains, policymakers, and civil-society coalitions across the UK, Germany, Spain, and Thailand.
- Ownership category
- akta.pro rank
Madre Brava industry classification
Industry- Product category
- Climate Advocacy and Food Systems Research
- NAICS
- Community Food Services (624210)
- akta.pro primary industry
- Nutrition & Food Security (Global Health) NGOs (HLAJAKAH)
- akta.pro secondary industries
- Global Health Research, Evidence & Technical Assistance Organizations (HLAJAKAN), Climate Change Mitigation & Adaptation (BPAGAGAF), Monitoring, Evaluation, Research & Learning (MERL) for Global Health (BPADAIAO)
Keywords
Where Madre Brava is headquartered
LocationHeadquarters
- HQ city
- Amsterdam
- HQ country
- Netherlands
- HQ region
- Europe
Offices2 records
Markets served
Madre Brava business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Others
Revenue model
- Donations and Grants: As a nonprofit organization, Madre Brava is funded through donations, grants, and potentially membership fees. The organization is registered as an ANBI (Algemeen Nut Beogende Instelling) in the Netherlands, indicating charitable status.
Go-to-market motion3 records
Distribution channels3 records
Marketing channels6 records
Madre Brava product offering
Product offeringCore offering
Madre Brava is an international climate advocacy organization that conducts and publishes cutting-edge research on food and climate change, campaigns with partners for food systems transformation, and works with civil society, companies, and policymakers to deliver the protein transition. Its primary outputs are science-based research reports, supermarket protein-transition assessments, policy recommendations, and narrative-shifting communications aimed at driving a shift from animal-based to plant-based proteins.
Product overview
Madre Brava is an international climate advocacy organisation, not a product or technology company. It does not offer commercial products or services for sale. Instead, it conducts and shares cutting-edge research on food and climate change, campaigns with partners for food systems transformation, works with civil society, companies and policymakers to deliver the protein transition, and produces communications to drive narrative shifts around proteins. Its primary outputs are research reports, policy advocacy, and campaign work rather than commercial products.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- A 'medium' shift towards plant-based proteins could save retailers money while achieving 64% of retailers' supply chain emissions reductions targets by 2030
- +4 more outcomes
Companies that use Madre Brava
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles3 records
Madre Brava technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Madre Brava partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- EunomiacoreGlobal sustainability consultancy that conducted analysis for Madre Brava on cost-effective pathways for UK supermarkets to meet climate targets. The Eunomia study showed shifting to plant proteins is the most cost-effective way for retailers to hit emissions targets.
- Asia Research & Engagement (ARE)coreResearch consultancy that partnered with Madre Brava on Thailand reports including 'Tackling the Maize Haze' and 'Kitchen of the Future', analyzing protein diversification benefits for Thailand's economy, health, and environment.
- QuantiscoreEnvironmental consultancy that conducted 'Biggest Bang for the Buck' analysis for Madre Brava, examining cost-effective pathways for German food retailers to meet climate targets through protein shift.
- Coalition (ProVeg, Albert Schweitzer Foundation, PAN)coreCoalition of health, environmental, food and animal welfare organizations that offered to support Rewe Group in setting specific targets for meat and dairy products.
- European Health Organizations CoalitioncoreCoalition including EPHA (European Public Health Alliance), ESO (European Stroke Organisation), Caring Doctors advocating for plant-rich diets and inclusion in EU food policy discussions.
- Superlist Germany CoalitioncorePartnership with Questionmark Foundation, Albert Schweitzer Foundation, Physicians Association for Nutrition (PAN), and ProVeg to produce the Superlist Environment Germany - a sustainability ranking of German supermarkets.
- ProfundocoreResearch consultancy that conducted analysis for Madre Brava on impacts of shift to plant proteins, showing significant emissions reduction potential from supermarket protein diversification.
- Plant Based Foods Association (PBFA)corePartnership for Climate Week NYC event 'Plant-Powered: How Leading Retailers and Brands are Leaning Into Plant-Based to Achieve Climate Goals'. Madre Brava's Emily Armistead spoke on panel alongside PBFA CEO Rachel Dreskin.
- Tilt Collective (formerly PlantWorks)coreHosted Food Day at Climate Week NYC, bringing together leaders from climate, nature, health, and animal advocacy communities to advance sustainable food systems. Madre Brava participated in sessions alongside Daniella Vega of Ahold Delhaize.
- SystemIQminorConsultancy firm commissioned by Madre Brava (with Fern) to analyze ready meals aligned with health and sustainability standards, showing potential 48m tonnes emissions reduction and €2.8bn savings for EU.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Madre Brava competitors and assessment
Company assessmentDirect peers
- The Humane League: Major farm-animal-protection nonprofit focused on ending factory farming and shifting protein supply. Madre Brava CEO Vicky Bond co-founded and led THL UK's international organization, and THL is a sister organization in the food-systems advocacy ecosystem.
- Albert Schweitzer Foundation: Animal-protection organization focused on factory farming reform and plant-based protein promotion in DACH/Europe; named coalition partner with Madre Brava on the Rewe protein-target offer and Superlist Germany.
- Compassion in World Farming: Established animal-welfare advocacy NGO campaigning to end factory farming and reform food systems; comparable scope on protein transition, and a prior employer of multiple Madre Brava staff (CEO Bond, Global Director of Communications Bennett).
- European Public Health Alliance (EPHA): Brussels-based coalition of public-health NGOs advancing EU food-policy reform including plant-rich diets; named Madre Brava coalition partner in the European Health Organizations Coalition.
- Physicians Association for Nutrition (PAN): Health-professional-led NGO promoting plant-rich diets for planetary and public health; explicit coalition partner of Madre Brava in German retailer campaigns and European Health Organizations Coalition.
- Mighty Earth: International advocacy organization that ran the European Meat Campaign, directly comparable to Madre Brava's protein-transition brief. Co-Founder Nico Muzi led that campaign before founding Madre Brava.
- ProVeg: International plant-based food advocacy NGO active across Europe; named coalition partner of Madre Brava in retail campaigns (Rewe, Ahold Delhaize). Directly comparable mission on accelerating the protein transition through corporate and policy engagement.
Broad incumbents
- Greenpeace International: Global environmental advocacy heavyweight that runs food-systems and meat-reduction campaigns; UK Director Sara Ayech is a former Deputy Head of Climate & Energy at Greenpeace International, and Digital Manager Emily Buchanan was a Greenpeace UK creative campaigner.
- WWF: Global conservation NGO with a large sustainable-diet/One Plate portfolio (e.g. Aldi Süd's "Holistic Diet Mapping" partnership with WWF Switzerland). Comparable broad-incumbent footprint in protein transition and retailer engagement.
- Transport & Environment (T&E): Europe's largest clean-transport advocacy NGO with a comparable EU-centric, research-and-campaign model; Madre Brava board director William Todts is T&E's Executive Director, signaling close cross-cause alignment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Madre Brava social profiles
Digital presenceMadre Brava compliance and trust
Trust signalCompliance1 record
Madre Brava financial estimates
Financial estimateRevenue estimate
Valuation estimate
Madre Brava leadership team
Management profileNumber of profiles
Profiles16 records
Madre Brava funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Madre Brava M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Madre Brava
What does Madre Brava do?
Madre Brava is an international climate advocacy organization that conducts and publishes cutting-edge research on food and climate change, campaigns with partners for food systems transformation, and works with civil society, companies, and policymakers to deliver the protein transition. Its primary outputs are science-based research reports, supermarket protein-transition assessments, policy recommendations, and narrative-shifting communications aimed at driving a shift from animal-based to plant-based proteins.
Is Madre Brava a public or private company?
Madre Brava is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Madre Brava founded?
Madre Brava was founded in -1. It employs 11 to 50 people.
Where is Madre Brava based?
Madre Brava is headquartered in Amsterdam, Netherlands, in the Europe region.
How does Madre Brava make money?
One revenue line is on record: donations and Grants.
Who are Madre Brava's main competitors?
Direct peers on record are The Humane League, Albert Schweitzer Foundation, Compassion in World Farming, European Public Health Alliance (EPHA), Physicians Association for Nutrition (PAN), Mighty Earth and ProVeg. Broad incumbents are Greenpeace International, WWF and Transport & Environment (T&E).
Does Madre Brava have an API?
No public API is recorded for Madre Brava.
What industry is Madre Brava in?
Madre Brava's product category is Climate Advocacy and Food Systems Research. Its primary akta.pro industry code is HLAJAKAH, Nutrition & Food Security (Global Health) NGOs, with a secondary code of HLAJAKAN, Global Health Research, Evidence & Technical Assistance Organizations. Its NAICS code is 624210.