Focus areas on The Protein Transition to gain more speed & impact
Maybe you heard us say it; our objectives are to plantify the protein industry, shorten time to market and become (more) protein self-sufficient. But what does that mean to partners of The Protein Community and how do these focus areas connect to the initiatives and activities that we organize at Foodvalley NL?
Firstly, becoming protein self-sufficient. The goal is to establish local protein production systems that can meet the growing demand for sustainable protein sources in a specific area. The aim is to make locally produced protein products appealing and accessible to consumers, fostering a more self-reliant and resilient protein ecosystem. This can be developing crops, but also new technologies, ways of funding etcetera. We have various activities to achieve these goals. For example the Bean Deal initiative. The objective of the Bean Deal, officially known as the Green Deal Protein-Rich Crops, is to scale up the cultivation and processing of protein-rich crops in the Netherlands, primarily intended for human consumption, with a focus on nitrogen-fixing legumes. The deal is signed by 56 organisations (companies, government), all working on this objective in 30 concrete subprojects for the coming 3 years.
Plantifying the protein industry
Secondly, we aim to achieve a shift in plantifying the protein industry itself. Instead of relying solely on traditional animal-based protein sources, companies are embracing alternative protein options. This involves not only diversifying protein sources but also transforming the mindset and operations of companies that currently are focused on meat, dairy and fish production. The goal is that they become key players in the production of plant-based alternatives, offering innovative and appealing protein products that cater to the changing consumer preferences for sustainability and health. This focus area is about the ‘Plantification’ of animal-based protein products: the creation of a plant-based variant of a widely known animal product, recipe, or brand. An example is Friesland Campina, that is working on local plant-based dairy alternatives together with TPC-partner De nieuwe melkboer.
Shorten time to market
Lastly, the time to market is crucial in the fast-paced plant protein industry. With the market rapidly evolving and competition intensifying, companies need to develop new plant protein products and release them asap. This not only establishes them as game changers, but also enables them to capture market share and meet the growing demand for sustainable and plant-based protein options. By accelerating product development, companies can stay ahead of the curve and deliver on the increasing consumer expectations for healthy and tasty products. At The Protein Community we facilitate this by connecting people, companies and organisations in the eco-system 1-on-1 (match making) and with organizing events to gain knowledge, share experiences and for networking.
In conclusion, the focus areas of protein self-sufficiency, plantifying the protein industry, and shortening time to market are driving the transformation and growth of the plant protein sector. In everything we do, we refer to these themes and start using these visual icons. If you have any questions, feel free to contact us!