International vegan and vegetarian trademark V-Label has announced a partnership with the Middle East Vegan Society (MEVS) to promote the transparent labeling of vegan and vegetarian products in the region.
The two organizations will work together to increase the adoption of V-Label certification among Middle Eastern producers and retailers. The collaboration will be active in Saudi Arabia, Qatar, Lebanon, Jordan, Bahrain, and Kuwait.
V-Label provides certification for both food and non-food items that meet its stringent criteria. Through the collaboration with MEVS, the organization will support the growing number of consumers in the region who are turning to veganism.
“We are thrilled to partner with the Middle East Vegan Society to further our mission of promoting veganism worldwide,” said Martin Ranninger, co-director of V-Label. “By combining our expertise and resources, we can strengthen the vegan movement in the Middle East and provide consumers with greater access to products that align with their values.”
“Significant step forward”
V-Label has previously seen success with similar partnerships; its collaboration with Fundación Veg led over 50 Latin American companies to sign up last year. Worldwide, the number of products carrying V-Label trademarks now exceeds 50,000.
Plant-based foods have reportedly been on the rise in the Middle East since the pandemic, largely because they are perceived as a healthier option. The Middle East Vegan Society conducts advocacy work and community-building initiatives across the region to help individuals and companies make more ethical, healthy, and sustainable decisions.
“We are looking forward to providing local producers and companies with the tools to make their products stand out, increasing sales and reaching customers throughout the MENA market,” said Seb Alex, founder and executive director of MEVS. “This partnership represents a significant step forward in our efforts to promote veganism and support individuals across the Middle East in adopting plant-based lifestyles. By working together, we can amplify our impact and create positive change.”
