On 17th May 2023, ProVeg Nigeria, a new food awareness organisation subsidiary of ProVeg International, was launched in Nigeria aiming to promote healthy and tasty climate and animal-friendly food. One of the main activities of the new ProVeg Nigeria team will be to introduce plant-based food to the people in markets, streets, schools, and hospitals.

Hakeem Jimo, the new Country Director of ProVeg Nigeria, said, “I’m truly thrilled about the opening of the ProVeg Nigeria office and the impact we will have in raising awareness about the need to transform the food system to help people transition to healthier, more climate-friendly diets. The people who will benefit most from this transition are those in the Global South for whom land pressures from animal agriculture have forced them to leave their land. Our policy work will push for a national strategy that implements a better food system by encouraging food innovation, particularly in the plant-based egg, milk, and protein spaces.”  

Chef Bola Adeyanju will be demonstrating how easy is to incorporate plant-based food into traditional Nigerian cuisine. She said, “You can make all the typical Nigerian food like Suya, Asun, and even Nkwobi and stews like Egusi and Efo Riro and of course Nigeria’s popular Jollof Rice with fried meat all in a mouth-watering plant-based style. We will be cooking up these treats — possibly in a market or university near you — or tell us where we should come to, and then get a taste of how great plant-based life can be.”

ProVeg International is a global food awareness organisation which is campaigning to replace animal consumption with alternative protein by 50% by 2040. Sebastian Joy, President of ProVeg International, said, “ProVeg has an important role to play to ensure people have access to balanced plant-based diets to slow down and hopefully even reverse the current growth in meat consumption. We believe promoting plant-based foods as both tasty and healthy and raising awareness about the impact of animal-based foods on the climate and biodiversity will help encourage all citizens of the world to transition to more plant-based diets. Having the ProVeg Nigeria team on board to support this mission is a major step forward for us.” 

Jordi Casamitjana
“Originally from Catalonia, but resident in the UK for several decades, Jordi is a vegan zoologist and author, who has been involved in different aspects of animal protection for many years. In addition to scientific research, he has worked mostly as an undercover investigator, animal welfare consultant, and animal protection campaigner. He has been an ethical vegan since 2002, and in 2020 he secured the legal protection of all ethical vegans in Great Britain from discrimination in a landmark employment tribunal case that was discussed all over the world. He is also the author of the book, ‘Ethical Vegan: a personal and political journey to change the world’.