Putting Meat Alternatives on the Menu - ProVeg International - Jasmijn De Boo
From Future of Foods Interviews - Alt Proteins, Cell Agriculture, an End to Factory Farming. by Alex Crisp
March 23, 2026 · 41 min · Season 1 · Episode 81
About this episode
Jasmijn De Boo discusses the evolution of her career in animal advocacy and the opportunities for plant-based diets amidst current challenges in the alternative protein market.
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. 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. Jasmijn is a billboard for showing how working together can achieve real change.
People in this episode
Host: Alex Crisp
Guest: Jasmijn De Boo
Topics covered
- meat alternatives
- plant-based diets
- food system transformation
- animal advocacy
- global food trends
- cultural tensions around meat reduction
Keywords
- alternative proteins
- diet shift
- food policy
- school meals
- NHS procurement
- cultural engagement
- global momentum
Mentioned in this episode
Organizations: ProVeg International, NHS
Places: UK, Europe, China, Africa
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