We are ProVeg

Global CEO of ProVeg International

Jasmijn de Boo (MSc, DipEd) has more than 25 years of international experience in animal protection and formal education, and has worked in national and global leadership positions since 2011.

Jasmijn is the Global CEO at ProVeg International, where she is responsible for overall strategic direction, international operational management, and governance of the ProVeg country offices and programs. ProVeg has roughly tripled in size since 2018 when Jasmijn joined.

Jasmijn is a co-founder of the European Alliance for Plant-based Food (EAPF) and the Plant Based Food Alliance UK (PBFA). She served on the board of the European Vegetarian Union (EVU) for two years, and is a director of four other entities.

Jasmijn has previously worked in a range of international organizations, including as CEO of The Vegan Society (2011-2016), and SAFE for Animals in New Zealand. She also established and led a UK political party for four years, and has worked as a researcher, global education manager, lecturer, curriculum developer, and program adviser.

Deputy CEO

As Deputy CEO of ProVeg International, Tim drives the development and implementation of strategies across ProVeg’s global offices in order to accelerate the transition to a healthier and more sustainable food system. He has over 20 years’ experience in strategy and innovation consulting, and has worked with diverse clients across various sectors and regions, from Fortune 500 companies to nonprofits, governments, and entrepreneurs. Tim founded the Plant Based Health Alliance in Malaysia, a social enterprise aimed at preventing and reversing chronic diseases through plant-based nutrition. He is passionate about solving complex challenges and creating positive change at the intersection of health, environment, and society. With a focus on overseas assignments throughout his career, Tim currently resides in Michigan, USA.

Director of People and Culture

Nora joined ProVeg International in 2013. Among other key functions, Nora established ProVeg’s professional HR department, provides strategic and operational support of organizational growth (from 12 to 250 employees), and provides interim supervision of all support teams (HR, IT, Finance, Office). Since 2016, Nora has supported internationalization, initiated numerous People and Culture initiatives, managed coaching and team development, and the introduction of agile methods.

Director of Partnerships and Institutional Engagement

An expert in healthy, sustainable diets and sustainable food systems, Joanna’s experience spans corporate sustainability, policy and advocacy, research, and communications. Before joining ProVeg, Joanna was Head of Consumption at the World Wildlife Fund UK, where she led the organization’s work on healthy and sustainable diets. 

Through her work, Joanna has engaged with and influenced diverse stakeholders – from UN agencies and global food companies to academics, policymakers, and the general public. She is passionate about finding solutions to real-world challenges, as well as influencing national policy and engaging with food businesses to guide their corporate sustainability strategies. 

Joanna has shaped multilateral policymaking processes through invited leadership roles at the UN Food Systems Summit and the FAO World Food Forum Young Scientists Group. She has worked with international programs in the areas of conservation, education, and nutrition security  to build the skills and agency of local communities. 

Joanna has a PhD in Sustainability from the University of Surrey and an MSc in Biodiversity, Conservation and Management from Oxford. Her PhD research looked at how food retailers in the UK can encourage the shift to more sustainable diets by using the lens of ‘less and better’ meat and dairy. Her research has been published in top-tier journals.

Global Strategy Director

As Global Strategy Director at ProVeg International, Ria helps shape and drive the organization’s global strategy to accelerate the transition towards a more sustainable, just and resilient food system.

With more than a decade of senior leadership experience in the international animal advocacy and food systems space, she brings deep expertise in scaling mission driven organizations.

Prior to joining ProVeg, Ria spent six years as CEO of Veganuary, where she grew the organization into a global movement active in over 20 countries. During her tenure, Veganuary reached millions of participants worldwide, partnered with hundreds of food businesses, and significantly increased the visibility and accessibility of plant based eating through media and corporate engagement.

Earlier in her career, Ria held senior leadership roles across international animal advocacy organizations and continues to contribute strategic oversight as a board member to several organizations in the field.

Driven by a strong commitment to reducing animal suffering and creating a kinder world for animals and humans alike, Ria brings a deep understanding of the plant based food and retail landscape, alongside a broad international network across the sustainability, animal welfare and food innovation sectors.

Global Chief of Staff

Alessandra serves as the Global Chief of Staff, where she transforms vision into reality through expert change management and strategic execution.

Since 2020, she has been instrumental in the growth of ProVeg, moving from leading national strategy and operations in Germany to advising the Senior Leadership Team on global organizational development.

With a degree in International Studies and Global Affairs from Leiden University, Alessandra combines a global mindset with an authentic approach to leadership. She is a specialist in building bridges across diverse international teams, uniting stakeholders to solve complex challenges and achieve shared goals.

Before dedicating her career to transforming the global food system, Alessandra was active in the humanitarian space, an experience that informs her mission-driven leadership and commitment to systemic change.

Head of International Operations

As Head of International Operations, Stephanie, together with her team, implements central structures and processes that facilitate smooth and effective collaboration between the ProVeg countries and departments in order to support ProVeg with achieving its global mission. Stephanie studied sociology, intercultural business communication, and economics. She has worked in various fields from international event management to international B2B sales and business development, as well as in project and strategic partnership management for a range of different organizations, from a large B2B media group to tech startups. Five years ago, Stephanie changed her career for the better via the On Purpose Leadership Program and started applying her previous experience at ProVeg. Stephanie is originally from Germany, but has lived and worked in France, and is currently based in Spain.