ProVeg Deutschland: Leading the Plant-Based Movement in Germany
ProVeg Deutschland is a prominent non-profit organization dedicated to reducing the consumption of animal products across Germany. Operating as part of ProVeg International—an umbrella organization for national entities—ProVeg Deutschland works to shift societal norms toward a more sustainable, ethical, and health-conscious approach to nutrition.
Based in Berlin, the organization serves as a central hub for information, support, and advocacy. By promoting plant-based lifestyles, it aims to address critical global issues, including climate change, world hunger, and animal welfare.
Key Facts
- Founded: 1892 (originally as the German Vegetarian League).
- Headquarters: Berlin, Germany.
- Membership: Approximately 14,000 members (as of 2015).
- Core Focus: Nutrition, health, ecology, and animal ethics.
- Key Certification: Authority to award the V-Label for vegetarian and vegan products in Germany.
- Leadership: President Thomas Schönberger (since 1996) and Director Sebastian Joy.
Mission and Objectives
The primary goal of ProVeg Deutschland is to establish a nutritional style and agricultural attitude that is ecologically, ethically, and socially responsible. The organization focuses on several key pillars:
- Meat Reduction: Lowering the average per capita meat consumption.
- Animal Rights: Increasing awareness of animal needs and enshrining animal rights within legislation and consumption habits.
- Sustainability: Disseminating scientific research on how vegetarian and vegan diets positively impact the global climate and mitigate world hunger.
- Economic Viability: Promoting plant-based diets that are economically sustainable on a worldwide scale.
A Century of History
The roots of the German vegetarian movement date back to 1867 with the founding of the German Association for a Natural Lifestyle by Eduard Baltzer. In 1892, this group merged with the Hamburg Vegetarian Association to form the Deutscher Vegetarierbund (German Vegetarian League) in Leipzig.
The organization faced severe persecution during the Nazi era. Accused of promoting pacifism, the association was forced to dissolve on February 18, 1935, and its publications were silenced.
Following World War II, the movement was revived in 1946. Due to the division of Germany into occupation zones, two separate entities emerged: the Vegetarian Union of Germany (VUD) in the American zone and the German Vegetarian Union (DVU) in the French zone. By 1973, the VUD merged with other reform groups to eventually become the Vegetarierbund Deutschland (VEBU).
In April 2017, the organization officially rebranded from VEBU to ProVeg Deutschland to align with its international umbrella organization, ProVeg International.
Membership Growth and Finances
After a period of stagnation, the organization experienced rapid growth starting in 2008. This surge was driven by a general increase in plant-based interest and the 2012 absorption of the Stuttgart Vegetarian Society, which had been co-founded in 1868.
| Year | Number of Members |
|---|---|
| 2008 | 2,500 |
| 2010 | 3,400 |
| 2012 | 7,000 |
| 2014 | 12,000 |
| 2015 | 14,000 |
| 2017 | 14,000 |
ProVeg Deutschland is funded through membership contributions, donations, and licensing fees from the V-Label. To ensure accountability, the organization has held the seal of the Initiative Transparente Zivilgesellschaft since 2014, providing transparency regarding its expenses and staff structure.
Core Activities and Public Campaigns
ProVeg Deutschland employs a variety of methods to influence dietary habits, ranging from certification to provocative public relations.
Certification and Media
The organization manages the V-Label, a trusted seal for vegetarian and vegan products used by major retailers like Aldi-Süd. It also publishes the ProVeg Magazin and the Veggie Times newspaper, and provides a smartphone app to help users locate veggie-friendly restaurants.
Public Campaigns
- Thursday is Veggieday: An initiative to increase plant-based options in canteens and restaurants.
- Worldwide Vegan Bake Sale: An annual event promoting vegan treats.
- Meatout: Campaign days encouraging people to abstain from meat.
- VeggieWorld: A large-scale fair for the vegan lifestyle, first held in 2011 in Wiesbaden and later in Düsseldorf.
Education on Carnism
In collaboration with social psychologist Melanie Joy, ProVeg runs the Karnismus erkennen (Recognising Carnism) project. Carnism is the invisible belief system that conditions people to eat certain animals while viewing others as pets. To highlight this contradiction, ProVeg staged a fictional restaurant, "La Table Suisse," in 2016, which appeared to serve cats and dogs. The stunt gained international media attention before being revealed as a setup to spark discussion on animal ethics.
Frequently Asked Questions
What is the difference between VEBU and ProVeg Deutschland?
They are the same organization. VEBU (Vegetarierbund Deutschland) was the original name, which was changed to ProVeg Deutschland in 2017 to better integrate with ProVeg International.
What is the V-Label?
The V-Label is a certification seal awarded to vegetarian and vegan products to help consumers easily identify meat-free and dairy-free options.
How does ProVeg Deutschland fund its operations?
The organization is financed through a combination of member contributions, private donations, and income from the licensing of the V-Label.
What is the goal of the "Recognising Carnism" project?
The project aims to educate the public about carnism—the psychological belief system that justifies eating some animals while protecting others—to encourage more ethical dietary choices.
Who leads ProVeg Deutschland?
The organization is led by President Thomas Schönberger, who has held the position since 1996, and Director Sebastian Joy.