Our Vision

Strategic Considerations

ProVeg inspires a broad spectrum of individuals and As Simon Sinek explains, our vision
institutions to move toward a vegan world. Thus, our vision needs to explain our underlying
needs to help to establish common ground with a motivations.
multitude of stakeholders.

In addition, our vision needs to emphasize that moving

toward a vegan world will help solve many problems. We
want to position ProVeg
as a multi-problem solver.

What are those problems and how do we solve them? ...

 Animal Suffering
Animal agriculture subjects billions of animals to immense physical and emotional suffering.
These sentient and intelligent beings are denied even their most basic needs, enduring
extreme confinement, squalid conditions, poor health, mutilations, and slaughter.
 Environmental Devastation
Animal agriculture is a major cause of some of the worlds most urgent environmental
problems. It is one of the leading drivers of climate change, land degradation, pollution, water
depletion, rainforest destruction, and species extinction.
 Food Injustice
Feeding plants to farmed animals contributes to world hunger and food injustice, driving up
the price of basic foods in poor countries. With a growing world population, it is unsustainable
to eat so many animal products, which are a highly inefficient way to produce food.
 Diet-Related Disease
High animal consumption increases the risk of heart disease, strokes, diabetes, obesity, and
cancer. It is also responsible for most cases of food poisoning, epidemics like swine flu, and
driving up levels of antibiotic resistance.
 Veg Prejudice
As a key factor aggravating all other problems, veg prejudice prevents people from
translating their beliefs into actions. It is the result of living in an environment which considers
eating animals normal, natural, necessary, and nice. To overcome it, people need more
information about the great taste, wide range and availability of animal-free foods.
One Solution, Many Benefits - 5 PROs

PRO Animals

PRO Environment

PRO Justice

PRO Health

PRO Taste
ProVeg as a Multi-problem Solver: the Swiss Army Knife of NGOs
Individual and Institutional Change

We use our five PROs for a bilateral approach:

Motivating individuals to change their diets
Encouraging institutions to make it easier for people to do so
(including public, private, and nonprofit institutions)

Increasing individual Creating institutional

motivation to climb change to make the climb
Mount Vegan easier

Mount Vegan
10
Individual Motivation
According to the Food
Demand Survey*, Americans
consider 12 criteria when
choosing what to eat.

Our five PROs cover the

most important criteria.

We dont want to explicitly

mention convenience or
price in our vision but we do
address these issues in our
activities.

*Source: http://agecon.okstate.edu/faculty/publications/5529.pdf
Institutional Change: A Macroeconomic Perspective
While the vegan movement has traditionally been funded by animal-motivated donors, available
funding for other relevant causes has been relatively underutilized. This is particularly
problematic because the funds allocated to non-animal causes are significantly larger. ProVeg
seeks to shift funds from relevant stakeholders into the vegan cause.

Annual budgets in Germany

(Includes public and donor funding,
proportions are similar in
other countries)

$300m $17,800m $39,500m $77,000m

Animal Charities Developmental Aid and Environmental and Diet-related Health Issues
(Mainly Shelters) World Hunger Relief Climate Protection (Prevention and Treatment)
With all of this in mind, our vision is...
 A world where
everyone chooses
delicious and healthy
food that is good for
all humans, animals,
and our planet.
Detailed Explanation

Why a world where everyone Why chooses

Because the issues we seek to address
are global in nature, we dont want to
limit our vision to any particular region.
Our vision encompasses the whole
world and everyone in it.
We want to make it clear that we dont
impose anything on others. Instead, we
motivate others to make the right (i.e.
vegan) choice and make this choice as
easy and attractive as possible.

A world where everyone chooses

delicious and healthy food that is good for all humans, animals, and our planet.
Why this particular order of the five reasons?
Using the concept of the expanding moral circles (inspired by Peter Singer), we start with the
present self.

Taste is the most important factor when people decide what to

present eat. It is the most immediate feedback people get as soon as
self they take a bite.

By stating from the start that we, too, want food to be delicious,
we make sure people know we care about their taste
TASTE preferences. This reduces their defenses for all other
arguments.

A world where everyone chooses

delicious and healthy food that is good for all humans, animals, and our planet.
Expanding Moral Circles: Future Self

Food safety and nutrition are the second and third

present future self most important criteria on which people base their
self food choices. The impact of what we eat on our
health is not immediate, but it affects our future
self.

HEALTH The first two motivators (taste and health) are based
on self-interest, while the other three are altruistic.

A world where everyone chooses

delicious and healthy food that is good for all humans, animals, and our planet.
Expanding Moral Circles: All Humans

Most people care about other humans

all humans
future self and want to be fair and just to them.
present
self
Our food choice have a tremendous
impact on our fellow humans all around
the world, whether its exploited workers
JUSTICE in slaughterhouses, or hungry people in
developing countries.

A world where everyone chooses

delicious and healthy food that is good for all humans, animals, and our planet.
Expanding Moral Circles: All Sentient Beings

all sentient Many people care about animals

all humans
future self beings and dont want to see them
present
self harmed.

Our food choices have a huge

impact on animals, especially
ANIMALS farmed animals who also deserve
our care and respect.

A world where everyone chooses

delicious and healthy food that is good for all humans, animals, and our planet.
Expanding Moral Circles: The Natural Environment

People care about

the environment for
natural its own sake as well
all sentient environment
all humans as in order to
future self beings
present
preserve our planet
self
for future
generations.

ENVIRONMENT Our food choices can

have a huge impact
on our environment.

A world where everyone chooses

delicious and healthy food that is good for all humans, animals, and our planet.
Summary

To conclude, our vision...

Inherently expresses our motivation by mentioning our five PROs
Positions veganism and ProVeg as a multi-problem solution
Is based on the best available evidence (Food Demand Survey)
Shifts funding from a variety of causes into the vegan movement
Has a global scope
Emphasizes freedom of choice and pragmatism
Establishes common ground and lowers defenses
Presents a vegan world in a way that is appealing to everyone
Appeals to both individuals and institutions
Has a consistent logic and order (by using the expanding moral circles)
 Thank you!

We strive for a world where everyone chooses delicious and healthy food
that is good for all humans, animals, and our planet.