New magazine ‘Future Protein NL’ now online

In Europe, the protein shift is in full swing as we rapidly approach the transition tipping point. Companies and investors are jumping on the bandwagon as they notice that demand for plant-based variations for meat, dairy and fish is growing exponentially. Accelerating this transition requires joint efforts and new roles for all parties involved.

An inventory by Foodvalley NL and Oost NL shows that at least 250 companies in the Netherlands are committed to the protein transition, the number has doubled since 2010. The collaborative initiatives represent a diverse network of public and private sector organizations and NGOs.

Connecting generations is key

Connecting generations is critical to moving the protein shift past its tipping point. How? Evi Vet, the Dutch UN Youth Representative on Biodiversity and Food ad our Innovation Lead Protein Shift, Jeroen Willemsen share their vision in this interview for the magazine ‘Future Protein NL’ (the interview start from page 6).

“Connecting generations has been a guiding example of how we, in The Netherlands, are working on the protein shift. Dutch people are not deterred by the usual ways of looking at innovation or business; entrepreneurship is in our genes. I believe in the power of technology and new products, but even more in the power of people: they are representatives of different generations who shape the future of protein together. For young people adopting new routines is easier. Because they are not burdened by a certain upbringing, in my case with an abundance of meat and dairy”, Jeroen Willemsen explains.

About the magazine ‘Future Protein NL’

The magazine ‘Future Protein NL’ aims to inspire and inform you about what is going on in the Netherlands in the field of alternative proteins. In order to meet with environmental and societal needs, alternative protein sources need to be developed next to animal-based meat, dairy, fish, and eggs. The Netherlands is a global frontrunner in the alternative protein sector, an expert in the field of agri-food, sustainability and knowledge sharing. The online magazine outlines the Dutch ecosystem of alternative proteins, focusing on trade and international ambitions, innovations, and foreign direct investments.

The magazine features over forty exclusive interviews with leading entrepreneurs and organizations, including Beyond Meat, Jaap Korteweg, Founder The Vegetarian Butcher and Those Vegan Cowboys, Meatable, Protix, The Protein Brewery, the LIVEKINDLY Collective, and many more. The Netherlands has a highly developed and competitive agri-food sector with over 150 years of experience in the production of proteins. Over 250 companies in the Netherlands are working on the protein shift; delivering solutions with global impact.

Guido Landheer, Director of European, International and Agro-Economic Policy at the Ministry of Agriculture, “The Netherlands is one of the world’s go-to alternative protein hubs. We are in a transition towards a better balance between animal-based and plant-based proteins. Innovations are born here and translated into practical products. We have a strong focus on collaboration and partnerships.”

“We are extremely pleased that we were able to contribute to the magazine together with a lot of Foodvalley members and hope that this magazine will play its part in the protein transition. ‘Future Protein NL’ is a great invitation for anyone who wants to make a difference in solving the global protein challenge. We shape the future of food together!”, concludes Jeroen Willemsen.

To find out what the attitude and knowledge of consumers is around home-grown plant proteins, DVJ Insights conducted a consumer survey on behalf of the Protein Farmers of the Netherlands (an initiative of Foodvalley NL). The consumer survey provides, among other things, insights for the Green Deal Protein-rich Crops that stimulates the cultivation, processing, and consumption of regionally grown proteins. Read the research here.

Local foods have become more important

The results from the study, conducted among 500 Dutch consumers, are promising. For example, in the past year local foods have become more important to 4 out of 10 Dutch respondents. This is mainly due to the climate agreement and the COVID-19 crisis. But availability and media attention play a role in this as well.

Half of the consumers are therefore more motivated to buy plant-based products. The main motivation is health, while price is the main barrier to make a purchase. Supporting local farmers and sustainability and climate are of most added value to consumers.

Recommendations from the study

The research offers great opportunities for the promotion of protein-rich products from Dutch soil. Consumers currently associate local products mainly with meat and dairy. A lot of work is needed to give plant protein-rich products the positive association and value as well. For example, how to enhance biodiversity and soil fertility. The research provides concrete guidelines for this. Read more about these recommendations here.

Who are the Protein Farmers of the Netherlands?

“We bring plant proteins from the Netherlands to life. For soil, biodiversity, farmer, and citizen”, is the slogan of the Protein Farmers of the Netherlands. An initiative of Ekoboerderij De Lingehof, Proeflab Wageningen, Taskforce! Korte Keten and Foodvalley NL. Thirty Dutch protein farmers are committed to the (re)appreciation of Dutch protein farmers and their locally grown products. Because local, vegetable proteins are profitable on all fronts: health, sustainability, and a circular economy.

The Protein Farmers of the Netherlands do this by sharing knowledge about local plant protein products, by seeking cooperation between growers, processors, developers, and makers of end products. Also, by researching the market and consumers with this consumer study.