“How can we grow the market together?” This question was at the center of the Protein Forward Summit initiated by Planteneers and Food Harbour Hamburg. With the motto “from seed to meat” in mind, well-known representatives of all the industries along the value chain discussed the future of the plant-based market. It was once again pointed out that there is no alternative to the nutrition shift if everyone in the world is to be fed in the future.
The conditions are right for the shift, as Dr. Matthias Moser, Managing Director of the Food Ingredients Division of the Stern-Wywiol Gruppe, explained: “New technologies and protein sources are expanding the possibilities. They offer the basis for a broad spectrum of plant-based alternative products. And there is no end in sight – fermented basic products like mycoprotein, hybrid products, and cultured meat are creating new possibilities. With these and other solution approaches we must work together to reduce the protein gap.”
All Stakeholders on Board
However, the industry faces several challenges. In addition to the current economic and political conditions, these include factors like price parity, scalability, and consumer acceptance. To overcome these hurdles, the experts would like to see greater solidarity among the various stakeholders, as well as solid industry communication to educate consumers. There needs to be science-based regulation with the early inclusion of all involved, from government, industry, trade, and agriculture to research, NGOs, and independent food regulatory bodies. Closer collaboration along the entire value chain is also of central importance. More than that, for innovative products that meet consumer expectations while at the same time ensuring sustainable production, the value chain for the plant-based industry will need to be recast. For example, if seed producers and farmers work together with the food industry from the beginning, everyone benefits.
Investing in Industry Communication
Developing the market and generating growth will require investment in new products, and especially in communication and media spends. The experts at the Protein Forward Summit concurred that overarching industry communication is an elementary part of this. But it will be necessary to find new narratives. The current “meat vs. plant” polarization is not hitting the mark, in the opinion of the presenters at the summit. On the contrary, the story should be about integrating vegan foods into the world of culinary enjoyment. As Uwe Hambrock of the Rheingold Institute and Jochen Matzer of Food Harbour Hamburg explained in a podium discussion, there is new public interest in discovering and trying out new things. In this context vegan can be seen as enrichment, expansion, and variety. Communication should do more to tell consumers that plant-centric nutrition contributes to climate protection, animal welfare, and their own health, supported by scientific studies as well as more transparency and education around the additions and ingredients used.
Experts say that the health narrative is the strongest driver. Yet most people ignore the scientific recommendations for healthy eating – less meat, more vegetables and whole-grain products. As the EAT Lancet Commission determined some years ago, worldwide red meat consumption exceeds the sustainable limit by two thirds, that is, instead of the 100 percent limit we eat 288 percent beef, pork, and mutton. However, people on all continents are very reticent when it comes to whole-grain products, and worldwide we consume only a quarter of the recommended amount on average. This is an area where plant-based products could bring about real change, as Dr. Dorotea Pein, Director Technology and Innovations at Planteneers, explains. “If you look at the nutritional profile of various meat alternatives, they approach the protein content of commercial products but contain fewer calories. The more favorable fats profile is one reason. Plant-based alternatives have less fat overall, and in particular very much less saturated fatty acids. And with their very high fiber content, they are the answer to the primary nutritional risk in Europe. Now we must convince consumers of the benefits of plant-based alternatives, create confidence, and rebuild trust in the food industry.”
