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In less than ten years, the vegetarian cause in France has acquired considerable visibility in the media, political debate, and public space in general. The publicity has gone together with particularly rapid growth of the vegetarian and vegan food product market. In this article we show how vegetarian movement organizations are bolstering the growth of that market by organizing conditions for strategic collaboration with the economic or business world. Collaboration takes place within a transversal space in which the interests of activist associations and those of their market interlocutors come together. Existing literature on ties between the market and social movements has often observed clashes between the two milieus or studied cases of collaboration that develop during processes of creating certifications, determining market values, or developing alternative market supply. We contribute to this research by studying the direct relations involved in such collaboration, while highlighting the social conditions that facilitate interaction between activist and market worlds and the porosity of the boundaries delimiting those worlds.