摘要：普罗维植国际植物饮食协会ProVeg是第一个获准在中国设立代表处推广替代蛋白（如植物肉、培养肉）的国际非盈利组织。

正文：普罗维植国际植物饮食协会ProVeg International Incorporated （以下简称 ProVeg）在上海开设了代表处，中文名称为普罗维植国际植物饮食协会（美国）上海代表处，此举扩大了其在全球的影响力。

普罗维植国际植物饮食协会ProVeg获主管单位上海国际贸易促进委员会（CPIT SHANGHAI）和上海市公安局境外非政府组织管理办公室批准在上海设立代表处，成为首家致力于推广植物性饮食替代蛋白（如植物肉、培养肉）创新的国际非盈利组织在中国的代表处。ProVeg上海代表处将在中国商业贸易领域宣传促进植物性食品创新并推广该领域的国际交流。

ProVeg的创始人兼首席执行官Sebastian Joy说，代表处的开设将有助于ProVeg在中国这样一个有着悠久饮食文化的国家，继续推广健康、可持续的植物性饮食和创新。

Sebastian Joy说"我们很高兴能够在上海开设代表处，在中国推广植物性饮食的好处以及突出植物基产品和培养肉类等的环境效益和食品行业的合作机会。”

ProVeg在中国执行了五个临时活动备案。例如举办植物基食品创新挑战赛，该挑战赛旨在加速可持续未来食品的创新和大学人才培养。

ProVeg 还举办了新时代饮食：可持续餐饮与厨艺峰会，与米其林厨师合作，用市场趋势和厨艺创新赋能餐饮业专业人士，推广可持续的食物选择并开创未来的植物性饮食新趋势。

作为欧盟所资助的智慧蛋白研究项目的一部分，ProVeg将进行中国智慧蛋白质市场研究，以了解消费者对植物基食品和培养肉食品的态度，产品开发的关键驱动因素，并按照食品类别评估市场潜力。(正在向上海国际贸易促进委员会申请中）。

ProVeg亚洲区董事总经理Shirley Lu说,”新代表处的开设使我们能够促进新绿色食品经济发展，并围绕替代蛋白课题建立中国和国际跨行业间交流。中国的消费者对食物的口味和质地要求很高，很精细。中国消费者是突破性创新的关键驱动力。”

中国的食品政策

中国已将培养肉和其他未来食品纳入其五年农业计划，这将促进该领域的研究获得更多资金，并加快中国监管部门批准培养肉的时间表。

中国国家饮食指南也鼓励人们减少肉类摄取，多吃新鲜蔬菜。

编辑说明

更多信息交流，欢迎联系ProVeg亚洲区总经理Shirley Lu，shirley.lu@proveg.com。

媒体咨询，请联系Peter Rixon：media@proveg.com。

关于上海市国际贸易促进委员会 Council for the Promotion of International Trade Shanghai （CPIT SHNANGHAI）

中国国际贸易促进委员会上海市分会成立于1956年，是中国国际贸易促进委员会成立最早的地方分会。2002年8月，经上海市人民政府批准，又称上海市国际贸易促进委员会，为上海市民间对外经济贸易组织。

上海市国际贸易促进委员会的主要主要职责是：以促进上海市和世界各国、各地区之间的贸易、投资和经济技术合作，增进相互了解与友谊为宗旨，在国际联络、会议展览、法律仲裁、出证认证、经贸咨询、信息交流等领域为企业提供服务。

关于普罗维植国际植物饮食协会ProVeg International Incorporated

普罗维植国际植物饮食协会 ProVeg是一个国际食品意识组织，致力于通过用植物和培养的替代品取代传统的动物产品来改变全球食品系统。

普罗维植国际植物饮食协会ProVeg与国际决策机构、政府、食品生产商、投资者、媒体和公众合作，帮助世界过渡到一个不那么依赖畜牧业的社会和经济、使人类、动物和我们的地球更具有可持续性。

普罗维植国际植物饮食协会 ProVeg在《联合国气候变化框架公约》中具有永久观察员身份，得到了联合国环境署的认可，并荣获联合国的变革动力奖。

MEDIA RELEASE

xx June 2022

ProVeg International delighted to open office in China to promote sustainable, healthy diets

ProVeg is the first global NGO promoting alternative proteins such as plant-based foods and cultured meat to be given approval for a representative office in China

Food awareness organisation ProVeg International has expanded its global reach with the opening of a representative office in Shanghai, China. 

It is the first time an international NGO focused on supporting plant-based diets has opened an office in the country. Approval was given by the Council for Promotion of International Trade (CPIT) in Shanghai and the Administrative Office of Overseas NGOs of Shanghai Public Security Bureau. ProVeg will work in the country to promote plant-based diets, plant-based food innovation and trade, and facilitate international exchange around these activities. 

Sebastian Joy, Founder and CEO of ProVeg, said the opening of the new office would greatly improve the NGO’s ability to support the drive for healthier and more sustainable diets in China where there is a long history of culinary culture. 

“We are delighted to be able to open an office in Shanghai and to work more closely in China promoting the benefits of plant-based diets as well as highlighting the environmental benefits and commercial opportunity offered by both plant-based products and cultured meat alternatives,” Joy said.

ProVeg is already active in China and has held five major campaigns in the country, including the Plant-Based Food Innovation Contest. The contest is aimed at accelerating innovation of sustainable future food and nurturing university talent.

ProVeg also held a New Cuisine conference in China last year to equip foodservice professionals with the information and skills they need to make more sustainable food choices and pioneer future plant-based trends.

ProVeg, in collaboration with the European Union, will be conducting market research in China in 2022 as part of the Smart Protein project to understand consumers' attitudes to plant-based foods, identify key drivers for product development, and assess market potential by category. (This initiative is subject to approval by CPIT.) 

Shirley Lu, Managing Director Asia for ProVeg, said: "The opening of the new office allows us to promote the new green food economy and establish exchange around plant-based foods and cultured meat between China and international cross-sectors. Chinese consumers are sophisticated and demanding in food flavours and textures. I expect they will be the key driver for breakthrough innovation here and beyond."

Food policy in China

China has included cultured meat and other future foods in its five-year agricultural plan, which will spur more funding for research in the sector and accelerate the timeline in the country for the regulatory approval of cultured meat.

The country’s national dietary guidelines also encourage people to eat less meat and consume more fresh vegetables. 

ENDS

Notes to Editors

For further information, contact Shirley Lu, Managing Director Asia, at Proveg, at:

shirley.lu@proveg.com

For general media inquiries, email Peter Rixon, International PR Manager at ProVeg, at:

media@proveg.com

About Council for the Promotion of International Trade Shanghai  (CPIT SHANGHAI)

Founded in 1956, Council for the Promotion of International Trade Shanghai (CPIT SHANGHAI) is the earliest branch of China Council for the Promotion of International Trade (CCPIT). Approved by Shanghai Municipal Government，Council for the Promotion of International Trade Shanghai is Shanghai foreign trade and investment promotion agency.

The major responsibilities of the CPIT SHANGHAI include：promote foreign trade, investment and economic & technological cooperation among Shanghai and relevant international organisations; enhance understanding and friendship; provide international liaison, conferences and exhibitions, legal arbitration, certification, economic and trade consultation, and information exchange services etc. to companies; act as the directing and coordinating authority on other organisations for the promotion of international trade in Shanghai, and entrusted by relevant government departments to undertake relevant businesses.

About ProVeg International

ProVeg is an international food awareness organisation working to transform the global food system by replacing conventional animal-based products with plant-based and cultured alternatives.

ProVeg works with international decision-making bodies, governments, food producers, investors, the media, and the general public to help the world transition to a society and economy that are less dependent on animal agriculture and more sustainable for humans, animals, and our planet.

ProVeg has permanent-observer status with the UNFCCC, is accredited for UNEA, and has received the United Nations’ Momentum for Change Award.

相关标签： 国际 饮食 中国 健康

上一篇：优鲜工坊获熊猫乳品上市后第一笔投资——打造新品牌“奶酪计划”，布局奶酪休食市场

下一篇：恒天然发布最新奶价预测，科迪乳业今日摘牌，小罐茶已关闭茶饮料项目