Kickstarting for Good

Our programme to help launch and grow new nonprofits and impact initiatives.

Are you ready to rock the food world as a social-impact entrepreneur? Do you have a high-potential idea for a new initiative or organisation? Can your project make a difference in the food system? We are looking for the best founders to execute the ideas that will have the biggest positive impact on the world’s food ecosystem. Applications for the 2024 cohort are now open! The deadline is 09 June.

What is it?

Kickstarting for Good is the world’s first incubator and accelerator programme aimed specifically at nonprofit organisations and impact initiatives working on transforming the food system. It is the new not-for-profit programme of the ProVeg Incubator, which is part of the food awareness organisation ProVeg International.

Who is it for?

We’re looking for the best founders to execute the ideas that will have the biggest positive impact on the world’s food ecosystem. Don’t have an idea of your own yet? Not a problem – we’ve identified a series of high-impact areas for you to explore.

Why take part?

You’ll get to take part in an 10-week expert-led programme with a tailor-made curriculum, expert mentoring, and exclusive networking opportunities, culminating in a funding-focused Pitch Day. You’ll get to team up with like-minded co-founders, spend two intensive weeks in Berlin, and receive a grant of up to $5,000 to cover travel and accommodation costs.


By loading the video, you agree to YouTube's privacy policy.
Learn more

Load video

About Us

Kickstarting for Good is the world’s first programme focusing on high-impact nonprofits and impact initiatives in the food transformation and animal advocacy sector.

Our specialisation, your benefits:

  • Focus on impact: Kickstarting for Good’s programme is tailored to meet the objectives and needs of impact-focused social entrepreneurs.
  • Integrated approach: We take an integrated, hands-on approach that combines incubation and acceleration together with learning and networking.
  • Network: We are part of an international food awareness organisation with a proven track record of spin-off interventions and organisations, along with a global network.
  • Ecosystem: The programme is part of ProVeg’s first-of-its-kind startup incubator with a unique position and ecosystem of founders, mentors, and industry professionals

The Programme

Our 10-week programme offers an intensive curriculum with exclusive networking opportunities. The programme includes two intensive periods in Berlin; it culminates in a funding-focused Pitch Day. Selected participants each receive a grant of up to $5,000 to cover travel and accommodation costs for the mandatory in-person sessions in Berlin.

Our team of founders, funders, mentors, and researchers will help you identify the best approaches and right co-founder(s). Evaluate and validate your idea, set up a budget, dive into cost-effectiveness, develop a theory of change, and learn the fundraising ropes.

We’ll match you up with experienced mentors and advisors from our international network and our team at ProVeg International. We are experts in non-profit management and dedicated to supporting you on your entrepreneurial journey.

All eyes on AI

Kickstarting for Good collaborates with Vegan Hacktivists and Violet Studios to leverage Artificial Intelligence (AI) for transforming our food system. Together, we are looking for the most impactful approaches and best talent in this area. AI is one of the high-potential ‘Idea Areas’ to focus on with our next cohort. Find out more below (Idea Areas) and apply now to join the programme.

Idea Areas

After consulting more than 100 experts, we identified the following high-potential ‘Idea Areas’ to focus on with our next cohort.

Artificial Intelligence is poised to disrupt society in countless ways, but its impact on the food system remains uncertain. The animal agriculture industry is already using AI and has the resources to invest heavily in new technologies. KFG seeks to support effective ways to use AI to improve advocacy, level the playing field between advocates and industrial animal agriculture, and transform the global food system. This may include, for example, efforts to train advocacy organisations to utilise existing AI tools more effectively to streamline their processes, improve their research and communications, and have more impact. It could also involve identifying effective uses of existing and emerging AI tools to directly conduct consumer advocacy, corporate campaigns, etc. At this time, we are open to new uses of AI, but we are not currently seeking initiatives to build new LLMs (large language models) since KFG’s recent alumni Open Paws is already working on this.

Despite the many global problems caused or exacerbated by animal agriculture (climate change, public health, animal welfare, etc.), governments have been slow to enact policy changes to move toward more sustainable alternatives. But policies are an especially important tool for advocacy, with individual laws that can affect billions of animals and impacts that typically last 50-100 years. KFG seeks to support one or more new efforts, staffed by experts, to advocate for policy changes that incentivize movement toward novel sources of protein and away from animal agriculture. This may involve activities like lobbying to strengthen the landscape for sustainable foods or against proposed legislation that would limit plant-based product labelling and cultivated meat production. It could also include encouraging investment in the production and distribution of alternative protein products through tax breaks and government subsidies, or supporting research into and development of improved plant-based and cultivated foods. The specific activities chosen will be complementary to the work of groups like ProVeg, GFI, and others. 

In the United States, just 3% of US charitable giving supports both animal and environmental causes, with a tiny fraction reaching farmed animal protection. Farmed Animal Funders estimate that donations to farmed animal causes total about $200 million per year, which is less than half of one percent of all charitable donations. The vast majority of funding for climate change goes to the energy and transport sectors while food systems receive just 3%. As a result, work on food system transformation is underfunded and struggling to make a large-scale impact. KFG seeks to significantly boost funding for farmed animal and food system charities by identifying new income streams and attracting new and diverse donors. Activities may include building connections with funders in related sectors like climate change and public health, exploring new opportunities with corporations and governments, and working with existing fundraising organisations to help them expand their reach to nontraditional donors and foundations. We are particularly open to new and creative ideas – or proven ideas from other movements – spearheaded by experienced fundraisers.

Nearly five billion people are members of at least one social media platform, representing dramatic growth from less than one billion users in 2010. Most young people spend four hours or more on social media and related apps every day, making it arguably the most important source of information for younger consumers. It is clear that the influence of social media is strong and continuing to grow and KFG seeks to improve and increase the movement’s social media content and online presence. We are interested in ideas to help plant-forward social media content creators be more professional, persuasive, effective, and self-sustaining. We also support ideas to help recognize and reward highly effective social media influencers and platforms focusing on plant-based eating and food system transformation and to create stronger communities among mission-aligned influencers.

Efforts to reduce and replace animal product consumption by engaging corporations have shown excellent promise in areas like foodservice and with plant-based defaults. Transforming the global food system requires building a corporate infrastructure to support positive industry changes and alternative consumer choices. KFG is looking for new ideas to use the power and influence of corporations to create a more sustainable and humane food system. These may involve entirely new initiatives – for example, in collaboration with not-for-profits or startups – or efforts to replicate previously successful campaigns in new areas of corporate engagement. For example, organising a coalition of private sector leaders who are eager to nurture a more plant-forward corporate environment or work together to pursue specific industry changes. Also, we are interested in identifying and promoting technological solutions to reduce the number of animals killed for food.

University students are a key audience for food system transformation. They tend to be relatively open to personal behaviour change and have the potential to make a significant impact through their dietary and career choices. There are about 235 million students enrolled in universities worldwide. KFG supports new efforts to conduct strategic outreach to these students including ideas to educate, influence, organise, and support them. For example, a new initiative dedicated to student outreach at top universities, including creating student groups, promoting plant-based food, encouraging food system careers, holding events and hosting speakers, etc. We will also consider ideas to connect and support organisations, groups, or individuals working on plant-forward eating and food awareness education in universities or, for example, a regional umbrella organisation for student networks and campus groups focused on plant-based eating.

Effective communication is essential to amplify the movement’s messages despite having limited resources for media and advertising. Current perceptions of animal advocates, plant-based foods, and food technology in general are mixed and often polarised, in part due to well-funded campaigns by the meat industry. KFG supports improving the movement’s use of public relations, media, and communications, such as the work on disinformation conducted by KFG alumni, The Freedom Food Alliance. Examples include a nonprofit public relations programme working with new and established groups in our movement to get more and better media recognition or a journalism support organisation similar to the Society for Environmental Journalists, or a programme to connect advocates with professional PR companies willing to provide pro bono support.

Chefs, culinary schools, and the culinary field as a whole have the potential to either accelerate or slow down the transition to animal-free foods. In the U.S. alone, the culinary industry employs around 15 million people, including 175,000 chefs and head cooks. Globally, we estimate there are more than 150 million people working in culinary fields including restaurants, foodservice, catering, etc. KFG supports engaging with these professionals to help them be more successful, create a community of like-minded chefs, and generally work to improve the quality and availability of plant-based foods in all parts of the world. For example, international programmes modelled on the successful “Vegucation” programme in Austria, which educates vocational culinary schools about how to teach aspiring chefs to cook plant-based food, or a coalition of industry scientists who help food companies replace animal ingredients.

Religious beliefs and values have a deep influence on the actions of billions of people. Worldwide, more than 80% of people identify as being affiliated with a religion, including 2.2 billion Christians, 1.6 billion Muslims, and 1 billion Hindus. KFG seeks initiatives that work with often neglected religious groups to leverage their influence in creating a more compassionate food system. Potential initiatives include a programme to encourage members of one or more religious groups to change their attitudes and behaviour toward animals or plant-based eating, or a campaign reaching out to influential religious leaders with a message of food system transformation through the lens of faith-based values.

Approximately one in four people in the global workforce are employed by agriculture. Farmers and their employees have been integral to sustaining the global human population and will be an important part of transforming the food system. However, meat industry consolidation has reduced competition and profits for many contract animal farmers. KFG supports initiatives that help farmers transition away from animal agriculture toward farming more sustainable and potentially more profitable alternatives including plant-based ingredients and fungi. Our primary goal is to accelerate the work already being done in this area (examples here and here), for instance by establishing a global or regional umbrella organisation that helps existing transition programmes in different countries more effectively encourage and support efforts by farmers to move towards animal-free agriculture. Other ideas in this area could be persuading governments to subside farming transition projects or building new farming transition initiatives in underserved geographic regions or for animal product industries that may currently be neglected.

Global food waste accounts for an estimated 6% of greenhouse gas emissions, which is about a fourth of all food-related emissions. Food waste also accounts for 18 billion farmed animal deaths each year. With the United Nations naming food waste among its Sustainable Development Goals and committing to halving global food waste by 2030 (see goal 12.3), there appears to be political will to address the problem. However, most current efforts focused on food waste emphasise fruits and vegetables rather than animal products. KFG is looking for innovative ideas to address animal product waste among consumers and throughout the supply chain. For example, this could include an initiative to encourage existing campaigns against food waste to prioritise animal products or a programme to persuade food manufacturers, foodservice providers, and consumers to reduce the portion sizes of animal-based products that they offer or purchase.

Team & Mentors

Our team and our mentors will support you throughout your entrepreneurial journey. We'll give you access to a unique network of leaders and founders, non-profit and for-profit experts, scientific pioneers, bestselling authors and seasoned advisers from diverse backgrounds.

Want to support impact entrepreneurs as a mentor, partner or funder?

We are always looking for like-minded, mission-aligned mentors who are knowledgeable about the not-for-profit, animal advocacy and food transformation spaces. Perhaps you’re a founder who built their own charity or company from scratch or maybe you’re an expert in business models, marketing, impact evaluation, or fundraising? You can share your valuable expertise with our founders via workshops, talks, or Q&As!

If you’d like to get involved, please write to us and tell us how you can contribute.

Frequently Asked Questions (FAQ)

The ProVeg Incubator programme is for food-tech startups seeking investments; Kickstarting for Good is for nonprofits and impact initiatives fueled primarily by philanthropy.

  • Kickstarting for Good has a laser-sharp focus on the mission of reducing and replacing the consumption of animal products for the benefit of public health, animals, climate and our planet at large.
  • Besides helping to launch new fully-fledged nonprofit organisations, we also work to create new programmes and initiatives within existing organisations.
  • While all of our initiatives seek philanthropic support to get started, we also help them develop revenue-generating ideas and models (e.g. for associations).
  • Our programme is there to support at the ideation stage, but also at the growth or repositioning stage for existing organisations.
  • Around 10 hours per week during the pre-programme phase from mid-July to end-August.
  •  Full-time during the in-person sessions on site in Berlin (6 – 11 September, 9-13 November).
  • Around 20 hours per week during the virtual programme phase from mid-September to mid-November.
  • While the official programme ends in mid-November, we are looking for applicants keen and able to work full-time on their initiative after the programme (as funding permits).


Yes, twice. It’s required to be present during the intensive weeks in Berlin which would be at the beginning (6-11 September) and the end (9-13 November) of the programme.

Yes. Please apply separately and list your co-founders and team members in the application form. If you apply with your own idea, only one of the co-founders or team members needs to fill out the information about their initiative.

After consulting more than 100 stakeholders in our movement, we think: yes! The ecosystem of today cannot solve all the pressing problems at hand. We need more specialised nonprofits and impact initiatives and also meta organisations that tackle those problems. We will be very thoughtful and intentional in our approach, however, and will only facilitate the launch of new organisations when there are compelling reasons to do so. Cost-effectiveness, problem-solution fit, theory of change and sustainability are crucial. Furthermore, our approach is very flexible: Apart from new organisations, we also support and work on initiatives or programmes that could be integrated in existing organisations.

Absolutely not! You can join without an idea, and can either choose to explore one of the Idea Areas we’ve identified, or can potentially join someone else already working on their own idea.

Yes. The programme is shaped in such a way that it is adaptable to already established organisations and initiatives in their early stage, or at a stage of repositioning and pivoting.

Seed funding is crucial but we cannot guarantee that you will receive it. Having said that, we will connect you with potential major funders and foundations and help you present your work in the most compelling way. We will also work with you on alternative business models that are less dependent on philanthropy.

We’ve identified the following Idea Areas for our 2024 cohort. 

  • Policy Change
  • Meta-Fundraising
  • Artificial Intelligence
  • Social Media
  • Corporate Engagement
  • University Outreach
  • Public Relations
  • Culinary Engagement
  • Faith-Based Advocacy
  • Farming Transition
  • Food Waste

See the ‘Idea Areas’ section above for a description of each.

Stage 1: Application form

The application process begins with the written application form which helps us get an understanding of your background, experience and interests. In the application form you can submit your own idea and/or apply to found one of our ideas.

Stage 2: Trial tasks, tests and video

Applicants who pass the first stage will be invited to complete trial tasks, aptitude and personality tests. We’ll also ask them to submit a short introductory video of themselves.

Stage 3: Group call

Applicants who pass the second stage, and who applied to found one of our ideas, will be invited to a group call where they will meet our team as well as other candidates interested in the same Idea Area, who could be potential co-founders.

Those who apply with their own idea will also have a group call with our team and with potential co-founders, if applicable.

Stage 4: Interview

Applicants who pass stage 3 will be invited for individual interviews for a final assessment.


From applicants to participants! We aim to make our final decision in early July. Once we have confirmed your participation, we will coordinate with you the important logistics i.e. contract, support needed for a visa, preparation for coming to Berlin, and the programme.

Structure and timeline:

  • Pre-programme: Onboarding, preparation and introductions. (Beginning to end-August).
  • Programme: 10 weeks (6 September to 13 November).
  • Post-programme: Once the teams are incubated, we are still there to support them with not only their fundraising journey but also helping them set up operations if needed.

Key dates:

  • 6-11 September: Initiation week in Berlin 
  • 12-14 September: CARE Conference (optional). We will attend the conference as a cohort.  Additional stipend provided on a case-by-case basis.
  • 15 September – 8 November: Virtual phase 
  • 9-13 November: Closing week in Berlin 
  • 13 November: Pitch Day in Berlin.

We know that acquiring a visa can take time, with getting an appointment at the embassy or consulate often being the most time-consuming step. If you require a visa to come to Berlin for the programme, we recommend that you already start the process of requesting an appointment when you enter the second stage of your application with us. If you are selected, we will provide the necessary documents to support your visa.

Yes, you can submit your own idea outside of those areas. 

In the application form, we’ll ask the following open questions in case you submit your own idea:

  • What problem are you trying to solve?
  • Describe your unique or innovative solution to the problem.
  • What will be your main activities, interventions, and/or services?
  • What impact will your nonprofit or initiative have?
  • Where do you envisage the funding coming from?
  • If applicable, mention an organisation or initiative (maybe in a different movement or geography) that can serve as a role model or inspiration for your idea.
  • If you plan to focus on a specific country or geography, please describe it.
  • If you already work with co-founders and/or partners on this project, please tell us about them, including their skills, responsibilities, and LinkedIn pages, if applicable.
  • Where is the founding team located?
  • If applicable, what are you looking for in a possible co-founder? Please list the traits, qualities, and skills that you would want your co-founder to possess.
  • What is your estimated budget for the first 12 months?
  • If you have a presentation, website, or one-pager of your idea, please provide us with a link.

We review applications on a rolling basis. We encourage you to apply by 30 April. In this case, you will receive a response by 15 May informing you as to whether you’ve made it to the next stage. We will accept applications up until 26 May. In this case, we will consider your application, but we can’t promise when we’ll get back to you.

Tobias Leenaert

Co-founder of ProVeg International - Mentor

Tobias Leenaert is a co-founder and strategic advisor at Proveg International, which is driving change towards more plant-based diets globally, for the planet, for animals, and for human health. He gives talks worldwide about the plant-based food transition. HIs book How to Create a Vegan World, translated into twelve languages, talks about strategies and communication to accelerate protein shift. Tobias blogs irregularly at He likes to think out of the box, look for nuance among the black and the white and is also involved in the Effective Altruism movement.

David Meyer

Food System Innovations / Humane America - Mentor

David Meyer is an advisor to many non-profits and for-profits in the space, including the Good Food Institute, the Plant Based Foods Association, the Material Innovation Initiative, Global Food Partners, Pivot Food Investment, Plant Based World expo, and others. He runs Food System Innovations.David also co-founded and ran for 22 years, taking it from an idea, to the world’s largest nonprofit homeless pet adoption website, reaching millions of people each month, and listing pets from over 19,000 shelters. David and his team grew it to a multimillion dollar budget, working with Petsmart, Coldwell Banker, Overstock, Martha Stewart Living, the Hallmark Channel, and many more, and funded with multi-million dollar sponsorships from Nestle Purina, Chewy, Bayer, Elanco, Petco, Petco Foundation and others, ultimately moving the program to the fantastic people at Kinship Partners, a division of Mars. Inc. has been part of the major reduction in animals killed in shelters over the last 20 years. David co-led the animal rescue in New Orleans post-Katrina, co-led a consumer information/animal welfare ballot initiative, co-founded an orphanage in Haiti for children with HIV, lead numerous women’s empowerment and self-defense programs, ran a 501(c)4 political organization called Campaign Humane, helped author and testified on behalf of federal legislation to protect companion animals and their guardians, and has done many other things to save and improve the lives of animals and people.

Divya Murthy

Co-head and Investments Lead, ProVeg Incubator - Mentor

Divya is in charge of evaluating companies to facilitate ProVeg’s startup investments. She also assesses and coaches startups during the accelerator programme. Divya is an MBA with a major in finance and has over six years of experience working with companies in strategy evaluation, due diligence, and financial modelling. Before joining the Incubator, Divya worked across roles in mergers and acquisitions consulting, corporate credit rating, and risk advisory.

Chris Bryson

New School Foods / GlassWall Syndicate - Mentor

Chris Bryson is the founder and CEO at New School Foods, a food-tech startup developing whole-muscle seafood made from plants, for a more compassionate and sustainable world. As a mentor, he specialises in scaling, marketing, and business development. Chris is the Founder and CEO of Unata, an enterprise software company that helps grocery chains power their digital customer experiences. In 2018, Unata was acquired by Instacart. Chris focuses on food innovation and impact-driven causes and is an enthusiastic public speaker, angel investor, and coach to young startup companies. Prior to Unata, Chris worked in the loyalty industry at Aeroplan and was a marketing consultant for many Fortune 500 companies.

Devon Fritz

Charity Entrepreneurship - Mentor

Levana Shifman

Modern Agriculture Foundation - Mentor

Levana Shifman is Board of Director Member at Mercantile Discount Bank and CEO at Modern Agriculture Foundation (MAF). She was a Chairperson of the Board at Dexia Israel until 12019. Levana is a lecturer, mentor, strategic advisor, and ESG activist.

Jasmijn de Boo

Global CEO at ProVeg International - Mentor

Jasmijn de Boo is Global CEO at ProVeg International. She is a professional executive manager in animal and vegan advocacy, and education, with 20+ years’ experience. Before joining ProVeg, Jasmijn was CEO at SAFE For Animals in New Zealand and CEO at The Vegan Society in the UK, which grew from a small to a medium-size charity, doubling staff numbers and income, and significantly increasing international profile.

Emil Wasteson

Effective Altruism - Mentor

Emil is the Executive Director for the Swedish branch of the Effective Altruism movement – a community that uses reason and a scientific approach to find out how we can do the most good for others with our lives and careers. He is also co-founder of Hooked Foods – a Nordics-based plant-based seafood startup – and occasionally teaches mindfulness for smaller groups.

Our Team

Kickstarting for Good