proveg
German nonprofit organization advocating vegetarian and vegan lifestyles and reduced consumption of animal products.
Last updated August 31, 2026
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Overview
ProVeg Germany, known in German as ProVeg Deutschland, is a Berlin-based nonprofit association promoting vegetarian and vegan lifestyles and seeking to reduce the consumption of animal products. It is part of ProVeg International, an umbrella structure linking nationally operating organizations that advocate plant-based food systems. The organization works across public education, consumer information, policy advocacy, media relations, community building, and collaboration with food businesses and institutions. The organization traces its institutional history to the formation of the Deutscher Vegetarierbund in Leipzig on 7 June 1892. That association emerged from earlier German vegetarian groups and sought to reduce meat consumption for ethical, ecological, and health-related reasons. German vegetarian organizing was disrupted during the Nazi period, when the association dissolved itself in February 1935 after pressure from the authorities. A postwar rebuilding process began in 1946, initially producing separate organizations in different Allied occupation zones. These strands later developed into the Vegetarierbund Deutschland, commonly abbreviated VEBU. The name VEBU became the association's sole public name from 2008. The organization expanded its membership and activities during the 2000s and 2010s. Its growth was supported by new members, regional groups, public campaigns, information services, and the integration of the Vegetarische Gesellschaft Stuttgart into VEBU in 2012. In 2015, it was described as having approximately 14,000 members, making it the largest organization for meat-free living in the German-speaking world at that time. It is affiliated with the European Vegetarian Union and the International Vegetarian Union. At an extraordinary members' assembly in Berlin on 22 April 2017, members approved the change from VEBU to ProVeg Deutschland. The rebranding aligned the German association with ProVeg International and presented its work within a broader international movement. ProVeg Germany's stated objectives extend beyond personal diet: it promotes an environmentally, ethically, socially, and economically sustainable food and agricultural system; seeks to lower average per-capita meat consumption; communicates research concerning climate, environmental, health, and food-security effects; and advocates greater recognition of animal interests in nutrition, consumption, and legislation. Its consumer-facing work includes the V-Label, a certification mark for vegetarian and vegan products administered in Germany under authority connected with the European Vegetarian Union. The association also provides guidance for people adopting plant-based diets, publishes member and educational material, supports local contacts and groups, and engages with the press. Its former and current media activities have included the quarterly VEBU Magazin, later renamed ProVeg Magazin, the Veggie Times newspaper, online information, and a smartphone application for finding vegetarian-friendly restaurants. ProVeg Germany has also supported public campaigns and events. These have included VeggieDay initiatives encouraging meat-free meals in restaurants and institutional catering, participation in the Worldwide Vegan Bake Sale, vegan cake campaign days, and meatout activities. The organization organized the 38th World Vegetarian Congress in Dresden in 2008 and supported the early VeggieWorld trade fair, first held in Wiesbaden in 2011. Since autumn 2014, it has participated in the educational project Karnismus erkennen, or Recognising Carnism, in cooperation with social psychologist Melanie Joy and related organizations. The association primarily receives funds from membership contributions, donations, and income associated with licensing the V-Label. Since May 2014, it has carried the Initiative Transparente Zivilgesellschaft transparency seal.
History
The roots of ProVeg Germany lie in the German vegetarian movement of the nineteenth century. In 1867, Eduard Baltzer founded the Deutscher Verein für natürliche Lebensweise in Nordhausen. Other local and regional vegetarian societies followed. On 7 June 1892, the organization merged with the Hamburger Vegetarierverein to form the Deutscher Vegetarierbund in Leipzig. Its purpose was to encourage a substantial reduction in meat consumption and to connect vegetarianism with ecological, health, and social concerns. Its publications included Vegetarische Rundschau and later Vegetarische Warte. The association participated in the international vegetarian movement, including a 1932 gathering in Oranienburg. Its magazine ceased publication in 1933, and the organization dissolved itself on 18 February 1935 after pressure from the Nazi authorities, which associated vegetarian organizations with pacifist ideas. The movement was re-established after the Second World War, but the division of Germany and the Allied occupation zones complicated the process. At the initiative of Adolf Briest, the Vegetarier-Union Deutschlands was founded in the American occupation zone on 29 May 1946 in Sontra near Kassel. A separate Deutsche Vegetarier-Union developed in the French occupation zone and continued into the 1970s. Postwar organizational development included the creation of the magazine Der Vegetarier in 1956 and the Deutscher Vegetarier-Rat in the same year. Local branches were established in West Germany. In 1973, the VUD merged with the Freundeskreis der deutschen Reformjugend and became the Bund für Lebenserneuerung, Vereinigung für ethische Lebensgestaltung, Vegetarismus und Lebensreform. Although the formal name was lengthy, the organization was commonly known as the Vegetarierbund Deutschland, or VEBU. From 2008, VEBU became its sole name. Membership had stagnated before 2008 but grew thereafter. The expansion reflected new memberships and the incorporation of the Vegetarische Gesellschaft Stuttgart in 2012. By 2015, the organization was reported to have around 14,000 members, placing it among the largest organized vegetarian and vegan movements in the German-speaking world. It maintained links with the European Vegetarian Union and the International Vegetarian Union. The association broadened its work beyond membership representation. It conducted public-relations and media activity, maintained regional contacts and groups, offered consumer and dietary information, and issued periodicals. It administered the V-Label in Germany, allowing qualifying vegetarian and vegan products to display a recognized certification mark. Its financing model consisted primarily of membership dues, donations, and income related to V-Label licensing. In May 2014, it adopted the Initiative Transparente Zivilgesellschaft seal, which requires participating organizations to publish information about areas such as governance, personnel, and expenditure. Campaigning became a visible part of the organization's public identity. VEBU promoted the Thursday is Veggieday concept, encouraging restaurants, canteens, and other food-service providers to offer vegetarian or vegan options. It also participated in the Worldwide Vegan Bake Sale, vegan cake campaign days, and meatout activities. The organization organized the 38th World Vegetarian Congress in Dresden in 2008 and supported VeggieWorld, a plant-based lifestyle fair that began in Wiesbaden in 2011 and later expanded to Düsseldorf. In cooperation with Melanie Joy and related organizations, it ran Karnismus erkennen, or Recognising Carnism, from autumn 2014. The most controversial episode associated with this work was the La Table Suisse action in early 2016. The fictional restaurant purported to serve cats and dogs, using the provocation to challenge distinctions between animals treated as companions and animals treated as food. International media coverage and social-media criticism followed. The organizers disclosed in mid-February that the restaurant was staged, and ProVeg, Swissveg, and Beyond Carnism released a joint statement. At an extraordinary members' assembly held in Berlin on 22 April 2017, the organization approved its transition from VEBU to ProVeg Deutschland. The new identity placed the German association within ProVeg International's global structure. Today, ProVeg Germany remains an active nonprofit organization focused on accelerating dietary and food-system change through advocacy, education, certification, community work, and collaboration with institutions and businesses.
- 2017
Rebranded as ProVeg Deutschland
[1]Members approved the name change from VEBU to ProVeg Deutschland on 22 April in Berlin.
- 2014
Transparency seal adopted
[1]VEBU/ProVeg Germany began displaying the Initiative Transparente Zivilgesellschaft seal.
- 2012
Vegetarische Gesellschaft Stuttgart joins VEBU
[1]The Stuttgart vegetarian society was absorbed into VEBU, supporting organizational growth.
- 2011
First VeggieWorld fair
[1]The first VeggieWorld event was held in Wiesbaden with VEBU support.
- 2008
VEBU becomes the sole name
[1]The organization adopted VEBU as its sole name and organized the 38th World Vegetarian Congress in Dresden.
- 1996
Thomas Schönberger becomes president
[1]Thomas Schönberger began serving as president of the association.
- 1973
VUD merges into a broader life-reform association
[1]The VUD merged with the Freundeskreis der deutschen Reformjugend and became the organization commonly known as VEBU.
- 1956
Postwar publication and council established
[1]The magazine Der Vegetarier and the Deutscher Vegetarier-Rat were established.
- 1946
Postwar re-establishment begins
[1]Vegetarian organizations were re-established in the postwar occupation zones, including the VUD in Sontra.
- 1935
Association dissolves under Nazi pressure
[1]The organization dissolved itself on 18 February after pressure from the Nazi authorities.
Products and positioning
A nonprofit civil-society organization positioned at the intersection of vegetarian and vegan advocacy, animal welfare, environmental sustainability, consumer education, and food-system policy.
Certification mark
V-Label
The V-Label is a certification mark for vegetarian and vegan products. ProVeg Germany has authority to award the mark in Germany under the European Vegetarian Union framework, helping consumers and retailers identify products according to defined dietary criteria.
Member publication · 1999
ProVeg Magazin
ProVeg Magazin is the successor to the association's VEBU Magazin. The quarterly publication communicates vegetarian and vegan ideas, organizational activities, lifestyle information, and advocacy topics to members and interested readers.
Educational publication
Veggie Times
Veggie Times is an informational newspaper produced and distributed by the organization to introduce plant-based living and provide practical guidance for people interested in vegetarian or vegan lifestyles.
Digital information service
Veggie restaurant app
The association has offered a smartphone application designed to help users locate vegetarian-friendly restaurants and access plant-based dining information while traveling or living in Germany.
Controversies
2016
La Table Suisse staged-restaurant controversy
A fictional restaurant campaign offering cats and dogs as supposed food items was criticized after attracting media attention and social-media outrage. The action was later revealed to be staged and was defended as a provocation intended to expose inconsistent cultural attitudes toward animals.
Marketing campaigns
- 2016La Table Suisse
International
A staged fictional restaurant campaign presented cats and dogs as menu items to provoke debate about speciesism and carnism. The campaign attracted international media coverage and intense social-media criticism before being disclosed as a setup.
Outcome. The action generated substantial publicity but also a backlash. ProVeg, Swissveg, and Beyond Carnism subsequently issued a joint statement.
- 2014Karnismus erkennen / Recognising Carnism
Germany
An educational project developed with social psychologist Melanie Joy and related organizations to explain carnism and examine the cultural assumptions behind consuming some animals while protecting others.
- Thursday is Veggieday
Germany
A campaign encouraging restaurants, canteens, and other food-service providers to offer vegetarian or vegan meals on Thursdays as a practical way to normalize meat-free eating and reduce meat consumption.
- Worldwide Vegan Bake Sale
Germany · International
ProVeg Germany encouraged supporters to participate in the annual Worldwide Vegan Bake Sale, using community events and vegan food to raise awareness of plant-based living.
- Meatout campaign days
Germany
The organization supported meatout activities intended to encourage temporary or lasting reductions in meat consumption.
Brand decisions
2017
Rebrand as ProVeg DeutschlandStrategyBackground
The German association was being positioned within the newly internationalized ProVeg movement.
Action taken
Members approved the name change from VEBU to ProVeg Deutschland at an extraordinary assembly on 22 April 2017.
Aftermath
The organization became the German national member of the ProVeg International umbrella.
2012
Integrate the Vegetarische Gesellschaft StuttgartM&ABackground
The association pursued organizational consolidation and membership growth within the German vegetarian movement.
Action taken
The Vegetarische Gesellschaft Stuttgart was absorbed into VEBU.
Aftermath
The integration contributed to subsequent membership and organizational expansion.
2008
Adopt VEBU as the sole organizational nameStrategyBackground
The association sought a simpler and more recognizable public identity after operating under a longer formal name.
Action taken
It used Vegetarierbund Deutschland, abbreviated VEBU, as its sole name from 2008.
Aftermath
The VEBU identity remained in use until the 2017 transition to ProVeg Deutschland.
Recent events
- 2017
VEBU changes its name to ProVeg Deutschland[1]
Leadership change
An extraordinary members' assembly in Berlin approved the change from VEBU to ProVeg Deutschland, aligning the German association with ProVeg International.
- 2014
ProVeg Germany adopts transparency certification[1]
Regulation
VEBU/ProVeg Germany began carrying the Initiative Transparente Zivilgesellschaft seal, reflecting disclosure commitments concerning organizational structure and finances.
- 2012
VEBU absorbs the Vegetarische Gesellschaft Stuttgart[1]
M&A
The Stuttgart Vegetarian Society became part of VEBU, contributing to the association's membership growth and organizational reach.
- 2011
VeggieWorld launches in Wiesbaden with VEBU support[1]
Campaign · Product launch
The first VeggieWorld fair took place in Wiesbaden under VEBU sponsorship, presenting plant-based products and lifestyle information to a large public audience.
- 2008
VEBU organizes the 38th World Vegetarian Congress in Dresden[1]
Other
The German vegetarian organization hosted the 38th World Vegetarian Congress in Dresden, bringing international attention to vegetarian advocacy in Germany.
- 2008
VEBU becomes the sole public name[1]
Other
The association adopted Vegetarierbund Deutschland, abbreviated VEBU, as its sole name after previously using a longer formal designation.
Sources2 sources
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