As China pursues its dual carbon goals alongside the Big Food Concept – a vision for food diversification and public health – how can plant-based foods become pivotal in transforming global agrifood systems? Ahead of the 2025 World AgriFood Innovation Conference (WAFI), we spoke with Jasmijn de Boo, Global CEO of ProVeg International, an NGO driving the global transition to sustainable agrifood systems. We explored solutions for the protein transition, from global perspectives to local implementation.

The Imperative for Change

Reshaping agrifood systems is a pressing priority as climate change intensifies, resources tighten, and global health demands escalate. With strong potential to advance human health and environmental sustainability, plant-based foods are increasingly recognized as a crucial lever for systemic change.

WAFI: A Platform for Collaboration

As a core platform for industry insight, collaboration, and innovation, WAFI leads global agrifood exploration. We actively promote interaction across government, industry, academia, research, and application, while connecting partners worldwide who share goals and breakthrough solutions. This commitment fostered WAFI’s strategic partnership with ProVeg.

Why ProVeg?

ProVeg is an international NGO accelerating the transition to sustainable food systems, focusing on plant-based diets and NeoProtein innovation. With teams in 14 countries, ProVeg drives the agrifood system’s green transformation through technology promotion, industry collaboration, and public communication—advancing upgrades from product development to branding. Its global network, project experience, and cooperation mechanisms with governments, universities, research institutions, and enterprises position its Plant-Based and NeoProtein Think Tank as a hub for policy research, industry-academia exchange, and public engagement.

WAFI and ProVeg: Co-Creating a Sustainable Future

The WAFI&ProVeg collaboration transcends platform connectivity—it embodies a shared vision for systemic change. Together, we integrate global expertise and resources to address plant-based food technologies, market trends, and policy directions, delivering practical solutions for agrifood innovation and leading a new era in sustainable food development.

In-Depth Dialogue: Global Lessons, Local Insights

Following an overview of WAFI and ProVeg’s synergy, we discussed global best practices with Jasmijn de Boo and local strategies with Nicole Wu, Executive Director of ProVeg China.

Q&A with Jasmijn de Boo, Global CEO, ProVeg International

WAFI: How do you assess China’s potential in shifting toward plant-based foods? How does ProVeg adapt global experience to local needs?

Jasmijn de Boo: China’s potential is tremendous. Rising health and sustainability awareness, plus innovation in NeoProtein, make China a global driver. As a bridge, ProVeg brings international expertise to China while co-creating local solutions to advance plant-based diets and NeoProtein innovation.

WAFI: What key experience has ProVeg gained in addressing agrifood challenges?

Jasmijn de Boo: Our global network delivers impact. The 30-Day Veggie Challenge attracted 800,000+ participants worldwide. We partner with caterers, schools, and hospitals on low-carbon menus—e.g., School Plates in the UK serves 37 million+ plant-based meals across 7,000 schools. Our V-Label certifies 70,000+ products globally, while the ProVeg Incubator supported 100+ startups from 30 countries, accelerating market entry for plant-based innovations.

WAFI: How does ProVeg strategically advance plant-based foods in sustainable agrifood systems?

Jasmijn de Boo: Plant-based foods are vital for healthy diets and planetary resilience—improving nutrition while reducing footprints. We collaborate with companies and institutions to provide strategic support, research, and global best practices, accelerating the protein transition.

WAFI: How does ProVeg bridge the gap between food tech innovation and consumer adoption?

Jasmijn de Boo: We close the "last mile" to market. The Incubator empowers startups; education builds awareness; partnerships with schools, hospitals, and businesses make plant-based options accessible and appealing. Progress on both supply and demand is essential.

WAFI: What should the rapidly growing NeoProtein industry prioritize?

Jasmijn de Boo: This pivotal moment brings opportunities (tech advances, Gen Z consumers, health trends) and challenges (product similarity, technical barriers, trust gaps). The industry must deeply understand consumer needs and collaborate on innovation, branding, and value delivery—shifting from "pushing products" to "market-led growth" for a healthy supply-demand cycle.

Q&A with Nicole Wu, Executive Director, ProVeg China

WAFI: What role does ProVeg China play globally, and what is its core value?

Nicole: We bridge global expertise and local innovation while driving China’s agrifood transformation. We align with national strategies like the Big Food Concept, Healthy China 2030, and dual carbon goals, localizing best practices for China.

WAFI: Any closing message for stakeholders in sustainable food?

Nicole: Through our WeChat-based New Food Hub—focusing on Plant-Based and NeoProtein, we deepen consumer insights and inform policy. We invite partners to co-create pathways for China’s healthier, more sustainable food future.

About WAFI Dialogue & Conference

WAFI Dialogue serves as both a key pre-event and regular activity for the World AgriFood Innovation Conference (WAFI). It amplifies voices of global scientists, educators, entrepreneurs, and youth committed to "Innovating Agriculture, Sharing the Future."

WAFI is a global exchange platform driving agrifood systems integration and transformation. It facilitates policy-science-industry interaction and cross-sectoral dialogue to create healthy, resilient, inclusive, and sustainable agricultural futures. Since its inception, WAFI has gained international recognition as one of the world’s top three agrifood events.

WAFI2025 Conference will convene under the theme "Resilient Food Supply For Agrifood Systems Transformation" from October 12-15, 2025, in Pinggu, Beijing. The conference will feature an opening ceremony, plenary sessions, thematic forums, parallel meetings, side events, innovation showcases, and an expo.