Matthias Rohra started at ProVeg, still called the Vegetarian Union (VEBU) at the time, in 2015 as Head of Business. In 2017, he took on the role of Chief Operating Officer as part of ProVeg's internationalization. Since June 2020, he has been leading ProVeg e.V. in Germany as its new Managing Director. Not only his profound knowledge of market developments and consumer wishes, but also his strategic and strong management skills predestine him for this position. Previously, Matthias worked for many years as a marketing expert and manager at Coca-Cola and McFit, among others. Matthias has been eating an animal-free diet for over 30 years (vegan for 12 years) and is a passionate hobby cook of plant-based dishes.