November 17, 2021

Connecting generations brings protein shift to its tipping point

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.


Questions? Get in touch
Jeroen Willemsen
Innovation Lead Protein Shift
+31 6 177 380 37