“I’ve seen huge changes in the past ten years thanks to collective efforts by organisations, companies, food services providers, influencers, chefs, and other role models.” Proud of how far the plant-based space had gone in a matter of just years, really, Jasmijn de Boo turned vegetarian at age 12 after witnessing terrified pigs transported to a slaughterhouse. “The 1980s were not very veg-friendly, and I remember being challenged, particularly on whether I thought I was trying to save the world.” At 18, she knew she wanted to become an advocate and voice for animals. “After obtaining a Masters in animal behaviour and welfare I gained broad experience in a range of organisations. Following the success of the Dutch political Party for the Animals, in 2006, I then launched and led the UK Animals Count party, later rebranded the Animal Welfare Party, which I led for four years.” In 2011, Jamijn joined The Vegan Society as CEO, an executive journey that led her to another chapter as SAFE CEO in New Zealand and eventually joining ProVeg International’s Executive Team in 2018. 

Her greatest challenge (as well as opportunity) was the industry itself: “When I joined The Vegan Society in 2011, veganism was still very much at the fringes of society. Mainstream media attention started to happen around 2013, after the European horsemeat scandal. Then it took another two to three years until veganism became more accepted. Since 2016, we’ve seen an explosion in vegan food, drinks, clothes, accessories, services, investments, etc. And increased awareness about the environmental impacts of the livestock sector and health are resulting in growing numbers of flexitarians, who now make up about 30-40% of the population in many countries.”