Our work

Our work encompasses a variety of programs. Below we will just briefly explain each of our programs. You can also find an earlier illustrated annual report (2019) in English here.


Policy work & lawsuits

Through our policy work we inspire politicians to create new policies and secure government funding for a plant-based transition from farm to table.

The work consists of developing policy proposals and creating good relationships with politicians across the political spectrum, as well as establishing and maintaining a reputation among government professionals as well as other lobby organizations as a reliable organization that provides valuable input for policy development. This includes many meetings (in person, online, and via phone), organizing seminars and debates, attending major political events, conducting surveys and publishing the results ahead of elections, as well as an annual networking evening for plant-based professionals, including politicians.

The work is supplemented by some strategical lawsuits when we deem it necessary to ensure progress; currently this includes a lawsuit on the right to plant-based food in public sector kitchens, and a greenwashing lawsuit against pork giant Danish Crown.


Knowledge, data & network: Strengthening the value chain

This program is a core strategical program, which have had and still has effects across our other programs, as well as being a key driver in the ongoing plant-based development in Denmark, as it aims to bring together many stakeholders.

It revolves around Danish Center for a Plant-Based & Organic Future, a strategical partnership with Organic Denmark, the second-most influential farmer’s association in Denmark. The aim of the center is to pave the way for Denmark living up to the EAT-Lancet dietary guidelines and the UN’s SDGs through a plant-based transition from farm to fork, by gathering, sharing, and applying knowledge.

The activities of the center include Danish Network for Plant Proteins, a successful network with 160+ professional participants. It also includes collecting data from consumer surveys both in Denmark and from export markets, as well as collecting market data.


Institutional outreach: Transforming foodservice

This program aims to achieve higher level of knowledge about plant-based cooking (taste, satiety, product categories, legumes, nudging and best-practice) in the foodservice sector. Also, we aim to enhance exchange of experiences among stakeholders (e.g., what works in a canteen, better naming of dishes, how to build an including menu and increase sales of green dishes) as well as push for a much more plant-based focus at educational programmes for chefs and other kitchen professionals.

The interventions used include meetings, presentations, presence at food fairs for professionals, inspirational materials, partnerships and network, fund applications with, e.g., cooking schools about qualification of subject teachers. We target both at educational level (cooking schools), wholesalers, kitchen professionals in general, canteen managers, public procurement officials, and stakeholders from the value chain (farmers, processors, food companies, public procurement officials, etc.) to connect them with the foodservice sector.


Corporate outreach

The aim of this program is to ensure that more and better plant-based products are being developed and made available. This includes advising companies (including start-ups), as well as advising and influencing retailers to adopt more and better plant-based products on their shelves, e.g., by surveying supermarkets and giving out annual awards to the supermarkets that carry and promote a wide selection of plant-based products. It also includes organizing a plant-based expo with 50 vendor stalls.


Product labelling

We have our own labelling scheme called “Det Grønne Hjerte” (The Green Heart). We are also responsible for certifying Danish companies with the international V-Label.


Health & nutrition

This program aims to position health and nutrition more strongly in the public perception of and knowledge about plant-based diets. The program focuses on health professionals (e.g., doctors, nutritionists, established health organizations, etc.), but also strengthens awareness in the general public.

It also includes our work on publishing guiding materials to vegans and vegetarians, and specific guidelines for families with children.


Media outreach

This program covers our media outreach work, which aims to influence public opinion, including politicians, commentators and journalists, food business professionals, other organizations, and the general public. This includes sending press releases to hundreds of media contacts, contacting journalists directly with ideas for stories to be published, reacting on stories (correcting factual errors, adding new angles or data, commenting the proposals of others, etc), writing op-eds, receiving incoming media inquiries, etc.


Individual outreach

Our individual outreach aims to educate and inspire the general public (as well as professionals) and largely takes place through posts on social media (of course supported by our media outreach, through which we also reach a huge audience). This is supplemented by providing information at our website, distributing brochures, and organizing speeches on various topics, both physical and webinars. It also involves festivals and expos, where individuals are inspired.


Educational programs for children and youth

This program aims to educate children and youth on the importance of transforming the food system away from animals and changing diets towards plant-based diets. The core of the program is in-depth sustainability and cooking workshops for secondary school classes, accompanied by printed materials as well as digital learning platforms. This is supplemented by occasional presentations at farmer’s schools, butcher’s schools, as well as high schools.


International capacity building

The purpose of this program is, in the short-term, to facilitate best-practice sharing internationally on plant-based public policy. This includes organizing webinars, offering individual mentoring, facilitating a forum, and writing a white paper. Furthermore, the program includes our participation in EU-funded international collaborative research projects.

Mid- to long-term the aim is to contribute significantly to strengthen international collaboration among veg*n organizations, particularly to help develop the world’s oldest global veg*n umbrella organization, the International Vegetarian Union (IVU), into a modern organization that could help strengthen the work of veg*n organizations from across the world.

This program was only established as a program recently, following Denmark’s unprecedented deal investing 1,25 billion DKK in developing the plant-based sector, which sparked widespread international interest in how this came about.


For more information about our work and programs, we refer to the upcoming review of our programs by Animal Charity Evaluators (ACE).

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