ProVeg Nederland
ProVeg Nederland is a Dutch non-profit organisation that promotes plant-based eating through measurement platforms (Eiweet, Eiwitstand.nl), a consumer engagement app (Veggie Challenge), corporate advisory, and policy advocacy, serving businesses, policymakers, and consumers as the Dutch office of ProVeg International.
- Company typePrivate
- Founded2011
- HeadquartersUtrecht, Netherlands
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What ProVeg Nederland does
ProVeg Nederland is a Dutch non-profit organisation headquartered in Utrecht, founded in 2011, that operates as the Netherlands country office of ProVeg International, a global network with offices in 15+ countries. The organisation pursues a food-system transformation agenda aimed at replacing animal products with plant-based alternatives to address climate change, public health, global hunger, and animal welfare. Its primary stakeholders are Dutch businesses (food companies, retailers, caterers, leisure-sector organisations), policymakers, and individual consumers, with school-based programmes extending reach into educational institutions.
ProVeg Nederland's operational core is built around three digital products. Eiweet is a measurement platform that tracks sales of animal and plant-based products across 13 retailers and 5 national contract caterers, producing the only multi-retailer, multi-caterer protein-mix dataset in the Netherlands. Eiwitstand.nl is a transparency platform that publishes the protein-transition goals, measures, and progress of 190 Dutch organisations. The Veggie Challenge is a free app and community programme that encourages 30-day reductions in meat consumption and is now extended into schools through the Veggie Challenge Teams programme. Complementary outputs include market and consumer research reports, plant-based recipes, corporate advisory engagements, and policy advocacy campaigns.
The business model is non-commercial and donation-dependent. ProVeg Nederland raises funds through individual donations, the Impact Club recurring membership programme, and legacy gifts (Nalaten aan ProVeg). It is recommended by Doneer Effectief 2026 as an effective charity, holds ANBI (Dutch public-benefit organisation) status, and benefits from ProVeg International's Observer Status with the UNFCCC and Accredited Organisation status with the UNEP. The organisation relies on a multi-channel GTM combining content marketing, social media, email, earned media, and direct corporate outreach, and operates as a community-led, vertically-segmented organisation rather than a product-sales company.
ProVeg Nederland firmographics
Firmographics- Name
- ProVeg Nederland
- Legal name
- ProVeg Nederland
- Website
- https://proveg.nl
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- ProVeg Nederland is a Dutch non-profit organisation that promotes plant-based eating through measurement platforms (Eiweet, Eiwitstand.nl), a consumer engagement app (Veggie Challenge), corporate advisory, and policy advocacy, serving businesses, policymakers, and consumers as the Dutch office of ProVeg International.
- Ownership category
- akta.pro rank
ProVeg Nederland industry classification
Industry- Product category
- Plant-based food advocacy and protein-transition services
- NAICS
- Marketing Research and Public Opinion Polling (541910)
- SIC
- Services-Testing Laboratories (8734)
- akta.pro primary industry
- Third-Party Traceability Platform Assurance (SOC/ISO-aligned controls for traceability data) (AFALAGAK)
- akta.pro secondary industry
- End-to-End Traceability System Verification (Farm-to-Fork) (AFALAGAA)
Keywords
Where ProVeg Nederland is headquartered
LocationHeadquarters
- HQ city
- Utrecht
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
ProVeg Nederland business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Donations: Individual donations from supporters through the 'Word donateur' (Become a donor) program. Featured on Doneer Effectief 2026 as a recommended charity.
- Impact Club Membership: Monthly giving program offering exclusive benefits to regular supporters.
- Legacy Gifts: Charitable bequests and planned giving through the 'Nalaten aan ProVeg' (Leave to ProVeg) program.
Go-to-market motion1 record
Distribution channels4 records
Marketing channels9 records
ProVeg Nederland product offering
Product offeringCore offering
ProVeg Nederland is a non-profit that drives the Dutch protein transition through data-measurement tools (Eiweet sales tracking across 13 retailers and 5 caterers), a transparency platform (Eiwitstand.nl covering 190 organizations), a free consumer Veggie Challenge app, plant-based recipes and nutrition tips, market research reports, corporate advisory services, and policy advocacy campaigns aimed at businesses, policymakers, and consumers.
Product overview
ProVeg Nederland is a non-profit organization focused on transforming the food system toward plant-based eating. Their portfolio consists of data measurement tools (Eiweet for tracking sales data), consumer-facing digital products (Veggie Challenge app), transparency platforms (Eiwitstand.nl), content resources (recipes and research reports), and advocacy services (corporate engagement and policy campaigns). The organization connects data-driven insights with consumer engagement and policy advocacy to advance the protein transition in the Netherlands.
Differentiator
Problem solved
Functional benefit
Brands
- Veggie Challenge: A 30-day challenge to eat less meat, vegetarian or plant-based, accessible via a free app.
- Eiweet
- Eiwitstand.nl
Products and services
- Eiweet
Quantifiable outcome
- 13 retailers and 5 cateraars measuring plant-based vs. animal product sales
- +2 more outcomes
Companies that use ProVeg Nederland
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles4 records
ProVeg Nederland technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
ProVeg Nederland partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered flagship and core.
- ProVeg InternationalflagshipProVeg Nederland is part of the ProVeg International network, which has offices in 15+ countries including Germany, UK, USA, China, India, and others. The international network coordinates global food system transformation efforts.
- United Nations Framework Convention on Climate Change (UNFCCC)coreProVeg International holds Observer Status with the UNFCCC, enabling participation in climate negotiations and policy discussions related to food systems.
- United Nations Environment Programme (UNEP)coreProVeg International is an Accredited Organisation with UNEP, supporting environmental policy work on food system sustainability.
- Eiweet (13 retailers and 5 cateraars)corePartnership with major retailers and national contract caterers to track and measure sales of animal and plant-based products, providing industry-wide protein transition data.
- Eiwitstand.nl Organizations (190 organizations)coreCollaborative platform tracking protein transition goals and measures at 190 organizations across the Dutch food sector.
Scale indicators5 records
Recent moves6 records
Expansion highlights12 records
ProVeg Nederland competitors and assessment
Company assessmentEmerging players
- FAIRR Initiative: FAIRR is a collaborative investor network focused on ESG risks in animal agriculture and protein supply chains. It overlaps with ProVeg's protein-transition focus but engages primarily institutional investors rather than retailers, caterers, and consumers.
Direct peers
- EAT Foundation: EAT is a nonprofit focused on transforming the global food system through science-based targets, partnerships with cities and businesses, and policy advocacy (including the EAT-Lancet planetary health diet). Overlaps with ProVeg in food system advocacy and corporate/policy stakeholder engagement.
- ProVeg International: ProVeg Nederland is the Dutch office of ProVeg International, the parent nonprofit that coordinates the global plant-based advocacy network across 15+ countries. Directly comparable in mission, programs (Veggie Challenge, food system research), and funding model, with the Dutch office serving as one of its most established country implementations.
- Compassion in World Farming: CIWF is an international farm animal welfare charity that campaigns to end factory farming and promote plant-based and alternative protein adoption. It shares ProVeg's emphasis on policy advocacy, corporate engagement, and consumer behavior change in the European food system.
- FoodTank: FoodTank is a global food systems think tank that produces research, reports, and events on sustainable agriculture and plant-forward diets. Comparable in research-publication and stakeholder-engagement model, though it does not run dedicated corporate protein-transition measurement platforms.
- The Good Food Institute (GFI): GFI is a global nonprofit that works on advancing alternative proteins including plant-based, cultivated, and fermentation-derived meat. It shares ProVeg's plant-based advocacy focus and research-driven approach, while operating a broader alternative-protein remit across multiple regions.
- Albert Schweitzer Foundation: Albert Schweitzer Foundation is a European farm animal welfare organization that campaigns for plant-based and alternative proteins across Germany and broader Europe. Comparable in mission, geographic focus, and corporate/policy engagement approach.
Others
- European Consumer Organisation (BEUC): BEUC is the European consumer organization representing national consumer groups on policy issues including food labeling, sustainability, and dietary guidelines. Adjacent to ProVeg as a stakeholder that shapes EU food policy, with overlapping interest in plant-forward dietary shifts and consumer information.
Broad incumbents
- Greenpeace Food and Agriculture Campaign: Greenpeace runs global food and agriculture campaigns promoting ecological farming and reduced industrial animal agriculture. It is a larger, broader environmental organization with comparable advocacy goals but a much wider portfolio beyond plant-based eating.
Regional players
- Plant-Based Foods Association: PBFA is the US trade association for plant-based food manufacturers, retailers, and distributors, providing data, policy advocacy, and consumer education. Comparable data-and-advocacy function to ProVeg Nederland's Eiwitstand platform, though focused on US industry rather than Dutch consumers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
ProVeg Nederland social profiles
Digital presenceProVeg Nederland compliance and trust
Trust signalCompliance2 records
ProVeg Nederland financial estimates
Financial estimateRevenue estimate
Valuation estimate
ProVeg Nederland leadership team
Management profileNumber of profiles
Profiles2 records
ProVeg Nederland funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ProVeg Nederland 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 ProVeg Nederland
What does ProVeg Nederland do?
ProVeg Nederland is a non-profit that drives the Dutch protein transition through data-measurement tools (Eiweet sales tracking across 13 retailers and 5 caterers), a transparency platform (Eiwitstand.nl covering 190 organizations), a free consumer Veggie Challenge app, plant-based recipes and nutrition tips, market research reports, corporate advisory services, and policy advocacy campaigns aimed at businesses, policymakers, and consumers.
Is ProVeg Nederland a public or private company?
ProVeg Nederland is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was ProVeg Nederland founded?
ProVeg Nederland was founded in 2011. It employs 11 to 50 people.
Where is ProVeg Nederland based?
ProVeg Nederland is headquartered in Utrecht, Netherlands, in the Europe region.
How does ProVeg Nederland make money?
Three revenue lines are on record. Donations are the primary driver. The others are impact Club Membership and legacy Gifts.
Who are ProVeg Nederland's main competitors?
FAIRR Initiative is listed as an emerging player. Direct peers are EAT Foundation, ProVeg International, Compassion in World Farming, FoodTank, The Good Food Institute (GFI) and Albert Schweitzer Foundation. European Consumer Organisation (BEUC) is listed as an others. Greenpeace Food and Agriculture Campaign is listed as a broad incumbent. Plant-Based Foods Association is listed as a regional player.
Does ProVeg Nederland have an API?
No public API is recorded for ProVeg Nederland.
What industry is ProVeg Nederland in?
ProVeg Nederland's product category is Plant-based food advocacy and protein-transition services. Its primary akta.pro industry code is AFALAGAK, Third-Party Traceability Platform Assurance (SOC/ISO-aligned controls for traceability data), with a secondary code of AFALAGAA, End-to-End Traceability System Verification (Farm-to-Fork). Its NAICS code is 541910 and its SIC code is 8734.