Nutrition organization ProVeg International, which aims to replace 50% of animal products worldwide with plant-based and cultured foods by 2040, has expanded its global footprint by opening its first office in South America.
Under the direction of the journalist Aline Baroni will be the Brazilian team from ProVeg Brazil Promote plant-based public policies and work with the Brazilian government to promote “food systems” as a key theme during the 2025 UN Climate Summit, COP30which will take place in the Amazon city of Belém.
With this expansion, the organization now operates in 14 countries, expanding its reach and influence in promoting the health and environmental benefits of plant-based diets. The office in Brazil follows the founding of ProVeg Portugal Earlier this year and the offices in Nigeria and Malaysia in 2023.
Sebastian Joy, founding president of ProVeg International, said: “I am thrilled to be opening our first office in South America. The team faces the big but exciting challenge of promoting a plant-based diet in Brazil and is very well placed to raise awareness of the harm caused by the global animal agriculture industry.”
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The effects of animal husbandry
The opening is strategically planned in advance of COP30, where the organization aims to highlight the significant impact of the Brazilian livestock industry.
The country is loud USDA the third largest cattle producer and the second largest beef exporter in the world. It is also one of the top three producers of chicken and pork in the world and contributes significantly to greenhouse gas emissions, with 58% SEEG seaa leading platform for monitoring greenhouse gases in Latin America, caused by livestock production.
In addition, the country’s animal husbandry industry drives the Deforestation of the Amazon and the Cerrado which are among the most species-rich ecosystems, as well as the displacement of indigenous tribes.
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Brazilians rely on a plant-based diet
According to ProVeg, Brazilians are increasingly adopting a plant-based diet. Some surveys show that up to 14% of the population already describes themselves as vegetarian. The Good Food Institute Brazil also announced that more people in Brazil will be adopting a plant-based diet as options in restaurants and retail become more accessible and appeal to a wider audience, from healthier to more indulgent alternatives.
The Good Food Institute has also continued to expand and recently its seventh office in Japan opened, a country that is open to food technology and cultured meat and has a dynamic ecosystem of researchers and companies. The Japan office joins teams in the US, Europe, India, Singapore, Israel and Brazil.
“Brazil is an incredible country and I know many people will be very receptive to ProVeg’s efforts to promote plant-based foods. Industrialized animal agriculture has caused a lot of damage in Brazil and we believe there is a real need for action to change the food system for the better,” adds Joy.
Further information: proveg.org
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