Association Végétarienne de France: “Contrary to Common Perception, Meat Consumption in France Has Not Structurally Declined”

Juliette Parade, the new Director of the Association Végétarienne de France, aims to create impact at scale by improving the lives of animals, addressing environmental challenges, and promoting public health. She plans to focus on refining the organization's strategy, strengthening partnerships, and advocating for policy changes to increase the consumption of French-grown pulses and plant-based alternatives. Parade believes that while French food culture may pose challenges to adopting plant-based diets, the quality and diversity of plant-based products have improved, making plant-based eating more accessible and enjoyable.

The French alternative protein sector has grown considerably in recent years, with major food companies investing in plant-based products. However, affordability and cultural acceptance are still barriers to wider adoption. Parade sees opportunities for growth in innovation, particularly in egg alternatives, and creating a fairer policy environment by redirecting agricultural support towards plant proteins. She envisions a future where plant-based eating is normal, ethical, accessible, and desirable in the French food sector, and believes that organizations like AVF have a key role in informing citizens, supporting decision-makers, and advocating for sustainable food systems.