What ProVeg Brasil does

ProVeg Brasil is the Brazilian country office of ProVeg International, a non-profit 501(c)(3) food awareness organisation that operates in 14 countries. Founded in 2017 and headquartered in São Paulo, the entity runs advocacy, education, and open-innovation programmes aimed at accelerating the shift toward plant-based and alternative-protein diets in Brazil. Its core offerings include the V-Label product certification, the Veggie Challenge consumer campaign, the Food Innovation Challenge open-innovation competition (now in its sixth edition), the ProVeg Incubator for early-stage startups, the Youth Board for next-generation advocates, and the New Food Conference as a convening platform. Through the global NeoProtein initiative, ProVeg also co-develops research and standards with academic and industry partners.

The organisation's business model is non-commercial: ProVeg Brasil is funded by donations, grants, and corporate sponsorships from food-industry partners including Beyond Meat, OATLY, Unilever, PepsiCo, and Lidl Germany, supplemented by partnerships with intergovernmental bodies (UNFCCC Observer Status, UNEP) and academic institutions (Jiangnan University, CIFST, WAFI). Pricing is not transaction-based; value flows via certification licensing (V-Label), program participation, and convening. Customer segments include consumer participants in awareness campaigns, startups in the incubator, corporate partners sponsoring programmes, and policy stakeholders engaged through UN fora.

Operationally, ProVeg Brasil runs with a small local team (1-10 employees) and acts as a regional node within a larger global network, leveraging ProVeg International's brand, methodology, and convening power to localise plant-based advocacy for Brazilian consumers, corporates, and policymakers.

Name

ProVeg Brasil

Legal name

Associação ProVeg

Website

https://proveg.org

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

ProVeg Brasil is the São Paulo-based Brazilian office of ProVeg International, a non-profit that runs plant-based advocacy, V-Label certification, and open-innovation programmes such as the Food Innovation Challenge and ProVeg Incubator. It serves Brazilian consumers, startups, corporate partners, and policymakers as part of a 14-country network.

Ownership category

akta.pro rank

Product category

Food System Advocacy Services

NAICS

Testing Laboratories and Services (541380)

SIC

Services-Commercial Physical & Biological Research (8731)

akta.pro primary industry

Certification Program Administration & Scheme Management (Standard Owners) (AFALACAC)

akta.pro secondary industry

Sustainability/Ethical Sourcing Claim Verification (RSPO, Rainforest, Fairtrade) (AFALAGAJ)

Keywords

• Plant-based advocacy
• Alternative protein education
• Sustainable food systems
• Food innovation programs
• Nonprofit food awareness

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices13 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Donations and Charitable Contributions: As a registered 501(c)(3) nonprofit charity (EIN: 46-3038496), ProVeg International operates primarily through donations from supporters. The organization is funded by individuals who share its mission to accelerate the transition to sustainable food systems.
2. Grant Funding: ProVeg administers grant programs including the Kickstarting for Good initiative and supports organizations through funding programs, with grants processed for eligibility checks, disbursement, and reporting.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

ProVeg Brasil is the Brazilian country office of ProVeg International, a registered 501(c)(3) nonprofit organization that accelerates the transition to a sustainable global food system by promoting plant-rich foods and alternative proteins. It delivers education, advocacy, certification, and capacity-building programs including the Veggie Challenge for consumers, Food Innovation Challenge for university students, V-Label certification for businesses, the ProVeg Incubator for food-tech startups, the annual New Food Conference, and policy advocacy with governments and UN bodies.

Product overview

ProVeg Brasil operates as the Brazilian office of ProVeg International, an organization dedicated to accelerating the transition to sustainable food systems. Rather than offering a technology product platform, ProVeg Brasil provides advocacy, education, and capacity-building programs including the Food Innovation Challenge student competition, Veggie Challenge consumer engagement program, V-Label plant-based certification, the ProVeg Incubator startup support, the New Food Conference industry event, Youth Board youth engagement, and NeoProtein research initiatives. These programs work together to advance plant-based and alternative protein adoption across Brazil through collaboration with universities, businesses, and policymakers.

Differentiator

Problem solved

Functional benefit

Products and services

• V-Label A global certification and labeling trademark for plant-based and vegan products, used by thousands of food companies worldwide to certify and differentiate their plant-based products to consumers.
• Food Innovation Challenge (FIC)

Quantifiable outcome

• Goal to replace 50% of animal products globally with plant-based and cultivated foods by 2040
• +2 more outcomes

Named customers17 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered major, core and flagship.

• Lidl GermanymajorGTM or Marketing Partner · 1 August 2026Lidl Germany is the main sponsor of the New Food Conference 2026, actively promoting plant-based alternatives by offering price advantages and strategically expanding its product range.
• China Institute of Food Science and Technology (CIFST) - NeoProtein Professional CommitteecoreStrategic or Co-development Partner · 1 April 2025ProVeg China and CIFST jointly developed the Top 10 Technical Challenges in NeoProtein 2025 Blue Paper with contributions from 48 experts, providing a roadmap for NeoProtein research and development in China. CIFST NeoProtein Professional Committee established in April 2025.
• Jiangnan UniversityflagshipStrategic or Co-development PartnerProVeg China and Jiangnan University established the NeoProtein Innovation Center of Excellence (CoE) in March 2026. The partnership focuses on NeoProtein scientific research, industry-academia collaboration, technology transfer, and domestic/international exchange. Jiangnan University ranked No.1 globally in Food Science and Engineering (2025 ShanghaiRanking).
• Beyond MeatcoreGTM or Marketing PartnerBeyond Meat partners with ProVeg's Food Innovation Challenge, providing mentorship and industry challenges for university students. Challenge participants design plant-based meat products with support from Beyond Meat professionals.
• OATLYcoreGTM or Marketing PartnerOATLY partners with ProVeg's Food Innovation Challenge and hosted student visits at their Hey Barista Experience Space in Shanghai, supporting youth engagement in plant-based innovation.
• UnilevercoreGTM or Marketing PartnerUnilever partners with ProVeg's Food Innovation Challenge as a challenge setter and mentor, supporting student innovation in plant-based foods.
• PepsiCocoreGTM or Marketing PartnerPepsiCo partners with ProVeg's Food Innovation Challenge, providing industry expertise and mentorship for university student innovation projects.
• United Nations Framework Convention on Climate ChangemajorOthersProVeg International holds Observer Status with the UN Framework Convention on Climate Change, enabling participation in COP events and international climate policy discussions.
• United Nations Environment ProgrammemajorOthersProVeg International is an Accredited Organization with the UN Environment Programme, supporting global environmental advocacy efforts.
• WAFI (World Agricultural Food Innovation Conference)coreStrategic or Co-development PartnerStrategic partnership between WAFI and ProVeg for advancing sustainable food innovation, bringing together stakeholders from government, industry, academia, and research institutions.

Scale indicators5 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• The Vegan Society: Original vegan advocacy organization and owner of the Vegan Trademark certification — directly comparable to ProVeg's V-Label certification program and consumer education focus.
• The Good Food Institute (GFI): Global non-profit accelerating alternative protein adoption through science, policy, and corporate engagement. Most direct peer to ProVeg — operates complementary programs (incubator, corporate engagement, policy) and competes for the same donor and partner pool.
• Plant Based Foods Association: US-based industry association representing plant-based food companies. Comparable to ProVeg's corporate engagement and certification-style work, though more trade-association oriented than advocacy.
• Mercy For Animals: International NGO promoting plant-based eating and ending factory farming through corporate engagement, policy, and consumer campaigns — comparable to ProVeg across advocacy, corporate partnerships, and Veggie-Challenge-style programs.
• EAT Foundation: Non-profit focused on transforming global food systems through science-based targets (EAT-Lancet) and cross-sector partnerships — comparable to ProVeg's policy advocacy and food system transformation mission.

Broad incumbents

• Greenpeace: Global environmental NGO with food system, agriculture, and protein-transition campaigns. Comparable as a global advocacy organization but operating at vastly larger scale and broader environmental mandate.
• Compassion in World Farming: Established international farm animal welfare organization with EU policy advocacy and corporate food program work. Comparable in mission scope and corporate engagement model, but with a longer operating history and broader animal welfare remit.
• Humane Society International: Large international animal protection organization with food system reform and corporate engagement programs — broader in scope than ProVeg but comparable in corporate partnership and advocacy model.
• WWF Food Practice: WWF's food and agriculture program engages corporations and policymakers on sustainable protein and food systems. Comparable in corporate partnership and policy advocacy model but as part of a much larger environmental organization.

Emerging players

• Food Tank: Non-profit focused on sustainable food system transformation through research, reporting, and convening. Comparable to ProVeg's data/research publications and New Food Conference-style convening function.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/proveg-brasil
• Instagraminstagram.com/proveg.inter/?hl=en

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ProVeg Brasil