After Afrobeat and Nollywood, Plant-Based Food is the Next Cultural Hit From Nigeria

New ProVeg Nigeria office to usher in plant-based lifestyle into Nigerian hospitals, schools, markets, and kitchens country-wide.

A new organization has been launched in Nigeria today called ProVeg Nigeria, which aims to promote healthy and tasty food that is both climate and animal-friendly. ProVeg Nigeria is part of the global food awareness organization ProVeg International, which has 10 other offices around the world with a mission to replace 50% of animal products globally with plant-based and cultivated foods by 2040. 

Hakeem Jimo has been the driving force behind the opening of ProVeg Nigeria. A vegan entrepreneur and co-founder of Nigeria's first vegan restaurant, he sees great potential to increase plant-based diets in his home country.

"It's all about the numbers. Nigeria is set to become the world's third most populous country in the next couple decades," said Jimo, who is ProVeg Nigeria's new Country Director. "But time is not on our side. To truly address climate change and health epidemics, we need to shift our diets today," Jimo said. "That's why the team and I are thrilled to be launching the ProVeg Nigeria operation. We can take our work to a whole new level and expand our reach and impact." 

Under its previous banner of Lagos Veg Fest, which, following its massive popularity, was renamed Naija Veg, Hakeem and his team developed various programmes and campaigns to help spread awareness about the benefits of plant-based diets. Their work includes working with hospitals, clinics, and medical professionals to incorporate plant-based offerings across institutions that promote better health. "Health has been a key motivator for people here in changing their diets," explains Jimo. 

Taste is also an important factor. 

"Getting people to try out their favourite dishes using plant-based ingredients is key. Once they see how tasty it is, they are more open to hearing about how important plant-based diets are for their health, and for the planet," Chef Bola Adeyanju, Programme Manager for ProVeg Nigeria, said. 

And so, the team has taken to the streets, offering food tastings at universities and busy marketplaces. Adeyanju, plant-based chef, entrepreneur, and an Ambassador for Chefs for Change, said: "I love being able to share with my fellow Nigerians just how easy and delicious plant-based versions of their favourite dishes can be." 

Jimo and Bola are joined by Marybeth Ubanwa, Campaign and Communications Manager for ProVeg Nigeria, and self-proclaimed plant-based crusader. With a degree in International Law and Diplomacy, Marybeth will expand ProVeg Nigeria's growth and reach in its mission to support food system transformation. 

"The impact we have in Lagos, and in Nigeria, can easily be extended across the continent, and to lovers of African cuisine worldwide," Ubanwa said. 

Jasmijn de Boo, CEO of ProVeg International, welcomed ProVeg Nigeria to the fold. "We are thrilled to have the new ProVeg team affecting real change in promoting more sustainable diets across Nigeria," she said. 

Contact Information:
Peter Rixon
International PR Manager
[email protected]

Original Source: After Afrobeat and Nollywood, Plant-Based Food is the Next Cultural Hit From Nigeria