Fundación Veg

What Fundación Veg does

Fundación Veg is a Chilean nonprofit organization founded in 2012 by journalist Ignacia Uribe Rojas, operating across five Latin American countries (Chile, Colombia, Mexico, Peru, and Argentina) to promote plant-based eating and reduce animal suffering in food systems. The foundation runs a portfolio of programs including the V-Label vegan certification (covering approximately 4,000 products across Chile, Colombia, Costa Rica, Ecuador, and Mexico), the Menú por el Planeta restaurant and institutional certification, the 30-day Veggie Challenge, Semana Sin Lácteos, the #18vegan campaign, and the Martes Sin Carne school program. It also publishes annual Ipsos public opinion research on plant-based eating trends, animal welfare perceptions, and vegan certification awareness in Chile.

The organization's go-to-market combines community-led campaigns, institutional partnerships with government ministries, and direct engagement with food service operators. Strategic 2024 partnerships include Junaeb (Martes Sin Carne across 544 schools serving 383,000 students), Chile's Ministry of Agriculture (binding 25% by end of 2024 and 50% by 2025 plant-based menu mandates in ministry casinos and cafeterias), Chile's Ministry of Environment (100% plant-based procurement manual), and Compass Group Colombia (100% plant-based food service strategy). The foundation also contributes to international policy forums including FAO/Junaeb School Food Dialogues and the T20 (G20 engagement group) protein transition policy paper.

Funded primarily through donations (tax-deductible in Chile via the Registro Público de Entidades Donatarias) and grants from international animal welfare organizations such as Animal Charity Evaluators, ProVeg, A Well-Fed World, The Pollination Project, Open Wings Alliance, CEVA, and Womxn Founders in Animal Rights, Fundación Veg operates with a small professional team of 11-50 employees distributed across its five country offices. It has been recognized as a Standout Charity by Animal Charity Evaluators in 2020 and 2021 and was a finalist for The Earthshot Prize in 2024.

Name

Fundación Veg

Legal name

Fundación Veg

Website

https://fundacionveg.org

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Fundación Veg is a Chilean nonprofit founded in 2012 that promotes plant-based eating and animal welfare across five Latin American countries via vegan certification (V-Label), restaurant and institutional programs, public campaigns, government partnerships, and Ipsos-branded research.

Ownership category

akta.pro rank

Product category

Animal Welfare Advocacy Services

NAICS

Social Advocacy Organizations (8133), Religious, Grantmaking, Civic, Professional, and Similar Organizations (813)

akta.pro primary industry

Sustainable Agriculture & Food Systems (BPAGAGAI)

akta.pro secondary industry

Agriculture, Food Security & Nutrition Technical Assistance (BPADAEAG)

Keywords

• Plant-based advocacy
• Vegan certification services
• Animal welfare nonprofit
• Public dietary education
• Food policy advocacy

Headquarters

HQ city

Santiago

HQ country

Chile

HQ region

Latin America

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Donations and Grants: Fundación Veg operates as a nonprofit organization funded through donations, grants, and support from international animal welfare organizations and foundations. They accept donations via bank transfer (Banco Estado, Chile), PayPal, and are registered with Chile's Ministry of Hacienda for tax-deductible donations. The organization has received support from The Pollination Project, Center of Effective Vegan Advocacy, Animal Charity Evaluators, Open Wings Alliance, ProVeg, A Well-Fed World, and Womxn Founders in Animal Rights.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Fundación Veg is a nonprofit organization that promotes plant-based eating and animal protection across Latin America through public campaigns, third-party vegan product certification (V-Label), restaurant and institutional certification (Menú por el Planeta), school meal programs (Martes Sin Carne), participatory dietary challenges (Veggie Challenge, Semana Sin Lácteos), and public opinion research published in partnership with Ipsos.

Product overview

Fundación Veg is a nonprofit organization (formerly Vegetarianos Hoy) operating since 2012, focused on animal welfare and promoting plant-based eating across Latin America. The organization does not offer a software product platform but rather provides a portfolio of programs and services including the vegan certification program (Sello V-Label), the Menú por el Planeta restaurant and institutional certification, the Cambia Tu Plata campaign platform, the Veggie Challenge 30-day program, the Semana Sin Lácteos campaign, the #18vegan initiative, Martes Sin Carne school program, Guías Alimentarias dietary guidelines, and Ipsos public opinion research studies. These programs work together to promote plant-based diets, certify vegan products, and influence food policy across Chile, Colombia, Mexico, Peru, and Argentina.

Differentiator

Problem solved

Functional benefit

Products and services

• Certificación Vegana (Sello V-Label) Third-party vegan certification verifying that products meet vegan standards, distributed to food manufacturers and producers across Latin America.
• Menú por el Planeta Certification program for restaurants, cafeterias, and government institutions that offer plant-based menu options, including a public seal and institutional commitment framework.
• Guías Alimentarias Scientific dietary guidelines proposed by Fundación Veg's nutrition team to promote plant-based eating in Latin America.
• Veggie Challenge 30-day plant-based eating challenge program aimed at individual consumers transitioning to plant-based diets, with structured support to address the documented relapse rate among new vegetarians and vegans.
• Semana Sin Lácteos Seven-day dairy-free challenge for individual consumers to experience a diet free from dairy and its derivatives.
• Martes Sin Carne Meat-free Tuesday program implemented with government partners in schools to expand plant-based meal offerings and food education.
• Ipsos Public Opinion Studies Recurring public opinion research series conducted with Ipsos Chile covering plant-based food perception, animal treatment, and vegan certification awareness.
• Cambia Tu Plato Campaign and online platform promoting plant-based eating habits through downloadable dietary guides and restaurant certification linkages.

Quantifiable outcome

• Over 13 million animal lives improved/saved through plant-based eating initiatives
• +8 more outcomes

Named customers6 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

13 partnerships are on record, tiered core, major, minor and supporting.

• Junaeb (Junta Nacional de Auxilio Escolar y Becas)coreStrategic or Co-development Partner · 1 January 2024Partnership to implement 'Martes Sin Carne' (Meatless Tuesday) program in all 544 secondary schools across Chile's 16 regions, benefiting 383,000 students. This is a major institutional food service transformation initiative.
• Ministerio de Agricultura de ChilecoreStrategic or Co-development Partner · 1 January 2024Signed 'Menú por el Planeta' commitment requiring 25% plant-based menus by end of 2024 and 50% by 2025, covering ministry casinos, dining halls, cafeterias, and services including CONAF, INDAP, SAG, and FIA.
• Ministerio de Ambiente de ChilecoreStrategic or Co-development Partner · 1 January 2024Partnership to update the institution's Manual de Compras (Procurement Manual) to require all food purchases to be 100% plant-based or vegetarian for events, congresses, meetings, and activities.
• Compass Group ColombiamajorStrategic or Co-development Partner · 1 January 2024Strategic alliance to design a strategy for offering 100% plant-based options across all Compass Group food service units in Colombia.
• Municipalidad de SantiagomajorStrategic or Co-development Partner · 1 January 2024Collaboration to grant 'Sello Menú por el Planeta' certifications to restaurants in the commune. Granted three new certifications in 2024, totaling 16 certifications.
• Seremi de Salud del MauleminorStrategic or Co-development Partner · 1 January 2024First public health ministry to join 'Menú por el Planeta' campaign, committing to orient staff to have plant-based meals every Monday.
• FAO and Junaeb (Diálogos por la Alimentación Escolar)majorStrategic or Co-development Partner · 1 January 2024Participated in 'Diálogos por la Alimentación Escolar' (School Food Dialogues) directed by FAO and Junaeb, promoting the importance of plant-based menus in Chilean schools.
• T20 (G20)minorStrategic or Co-development Partner · 1 January 2024Participated in drafting a policy paper for T20 (G20 group) on 'Hacia una transición proteica global: urgencia, potencial y cooperación internacional' (Towards a Global Protein Transition).
• Food and Climate AlliancemajorStrategic or Co-development Partner · 1 January 2019Member since 2019 of the Food and Climate Alliance, working on sustainable food systems and climate action.
• International Vegetarian Union (IVU)coreStrategic or Co-development Partner · 1 January 2012Active member since 2012, elected to International Council since April 2017. International vegetarian union representing and coordinating vegetarian organizations worldwide.
• Open Wings AlliancesupportingStrategic or Co-development PartnerCollaborative alliance working on reducing bird suffering and promoting alternatives to bird products.
• ProVegsupportingStrategic or Co-development PartnerInternational food awareness organization that has supported Fundación Veg's programs and initiatives.
• V-LabelcoreStrategic or Co-development PartnerLicensed certification partner for V-Label vegan certification in Chile, Colombia, Costa Rica, Ecuador, and Mexico. Over 4,000 products certified.

Scale indicators13 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• Mercy For Animals: International animal welfare nonprofit that works on plant-based promotion, corporate food policy, and farm animal protection. Strong overlap with Fundación Veg's combination of corporate engagement and policy advocacy, and similar profile as an ACE-recommended charity.
• ProVeg: International food awareness organization working to accelerate the plant-based transition through corporate, government, and institutional engagement. Most direct comparable in mission and program structure (corporate food service partnerships, policy advocacy, certification programs), and operates at a larger global scale.
• Vegetarian Resource Group: US-based nonprofit focused on vegetarian/vegan education, research, and advocacy with strong publishing and outreach programs. Comparable in its education- and certification-adjacent activities, though Fundación Veg operates at larger institutional scale in Latin America.
• AnimaNaturalis: Latin America-based animal rights organization operating in multiple Spanish-speaking countries with advocacy, campaigns, and corporate engagement programs. Closest geographic peer, with overlapping country footprint and similar nonprofit model.
• The Humane League: Animal welfare advocacy organization focused on reducing farm animal suffering through corporate campaigns and policy work. Comparable in that it combines institutional engagement (corporate cage-free commitments, food policy) with grassroots advocacy, though it operates primarily in the US and Europe rather than Latin America.
• Compassion in World Farming: International farm animal welfare organization focused on ending factory farming through corporate food policy and legislative advocacy. Highly comparable in the corporate food service engagement model and in the policy-driven approach to plant-based promotion.
• Animal Equality: International animal protection organization working to end factory farming through investigations, corporate outreach, and legislative advocacy. Particularly relevant given its Latin America presence (Brazil, Mexico, Argentina) and similar dual focus on corporate food policy and individual dietary change.

Broad incumbents

• PETA (People for the Ethical Treatment of Animals): Global animal rights organization with broad advocacy, corporate campaigns, and certification-adjacent programs. Significantly larger and broader in scope than Fundación Veg, but overlaps on plant-based promotion and vegan certification-style programs.
• WWF (World Wildlife Fund): Global conservation organization whose Food and Climate work and sustainable agriculture initiatives overlap with Fundación Veg's environmental impact positioning. Less specialized in plant-based advocacy specifically, but comparable in international policy engagement on food systems.
• Greenpeace: Global environmental organization whose Food and Agriculture campaigns overlap with Fundación Veg's sustainability positioning and policy advocacy. Comparable in government advocacy and Latin America presence but operates across a much broader environmental mandate.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/fundacionveg

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Fundación Veg