ProVeg expands its global reach to China

©ProVeg

ProVeg became the first global NGO promoting alternative proteins to be given approval for a representative office in China! The food awareness organisation has now expanded its global reach with the opening of a representative office in Shanghai, promoting alternative proteins such as plant-based foods and cultured meat.

©ProVeg

Nowadays, China’s meat consumption accounts for 28% of the world's. ProVeg once held a Plant-Based Food Innovation Contest in China. It is aimed at accelerating innovation of sustainable future food and nurturing university talent. There was also a New Cuisine conference held in China to equip foodservice professionals with the information and skills they need to make more sustainable food choices and pioneer future plant-based trends.

©ProVeg

In the future, Proveg will have collaboration with the European Union, conducting market research in China in 2022 as part of the Smart Protein project to understand consumers’ attitudes toward plant-based foods, identify key drivers for product development, and assess market potential by category.

©Christian Lue via Unsplash

Moreover, since China's five-year agricultural involves plant-based meats, which are already gaining traction in the country to cultivate meat and future foods as sectors to be actively participated in. It’s a good chance for ProVeg to promote the new green-food economy and establish exchange around plant-based foods and cultured meat between China and international cross-sectors.