Matthias Rohra
Matthias Rohra
Managing Director
ProVeg Germany

Matthias Rohra started at ProVeg in 2015 (then still called VEBU) 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 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 26 years (vegan for 8 years) and enjoys cooking plant-based dishes in his free time.