Jasmijn De Boo is Global CEO of ProVeg International. Drawing on more than two decades at the forefront of animal advocacy and food system transformation, she shares how her career has evolved into a pragmatic, globally focused mission to shift diets at scale.
From navigating criticism of plant-based claims to unpacking the recent slowdown in alternative protein sales, de Boo brings clarity, realism, and optimism. She explains why this moment represents not a setback, but a turning point and where the biggest opportunities now lie for industry, policymakers, and institutions in regard to alt proteins and cellular agriculture and a more healthy, sustainable, and humane diet.
The discussion spans everything from UK school meals and NHS procurement to global momentum across Europe, China, and Africa, highlighting how change is already happening in unexpected places. De Boo also tackles the cultural tensions around meat reduction, offering a thoughtful perspective on how to engage rather than divide.
Discussing her collaborations with the Good Food Institute, Madre Brava and the WWF and others, Jasmijn is a billboard for showing how working together can achieve real change.
