Smart Protein Project

The Smart Protein Project is officially over! 🚀 ✅ After four years of collaborative work, the Smart Protein Project has reached its successful conclusion! This ambitious initiative aimed to develop the next generation of innovative, cost-effective, and resource-efficient EU-produced plant-based products. Building on the incredible efforts of my predecessors at ProVeg International, Kai-Brit Bechtold, PhD, and Verena Wiederkehr, I am grateful for the opportunity to lead the reporting of the second wave of consumer insights for this amazing project! Here are some highlights from our achievements in 2023 and 2024: 📊 Developed 12 insightful industry data points on consumer understanding and offering actionable recommendations, resulting in over 4,627 downloads. 🤝 Collaborated with over 10 industry-leading stakeholders to disseminate and validate our findings, ensuring widespread industry recognition and credibility. 🎤 Featured keynote speaker in 15 key industry conferences to influence decision-making among stakeholders towards supporting the production and distribution of plant-based products, reaching over 3,000 industry professionals. 📰 Featured in over 35 high-impact media stories across 26 countries, including Forbes and the European Commission DG AGRI coverage. Industry Feedback: 🔍 Effectively assessed market viability and validated the importance of transitioning to more plant-based ingredients. 🌾 Accurately identified priority plant-based ingredients most accepted by European consumers. 👥 Greatly enhanced understanding of consumer behaviour, needs, and expectations within the category. 📈 Successfully highlighted strategies for building further trust and momentum in the plant-based category. 👩 The success in establishing the Smart Protein Consumer Survey as a leading resource for plant-based consumer insights in Europe would not have been possible without the support of an incredibly competent and intelligent team of women at ProVeg International: Paloma Nosten, Ajsa Spahic, Bella T F., Marybeth Ubanwa, Victoria Smith, Eileen V., Laura Bermúdez, Gemma Tadman Ⓥ, Mathilde Alexandre and everyone else who contributed to the success of the Smart Protein Project: Listia R., Ilona Faber, Joachim Schouteten, Michael Bom Frøst. Together, we have significantly impacted the future of sustainable food. 🥗 🌐 If you haven't explored this amazing project yet, you can find all the information here: https://lnkd.in/d9cTnHmz. I am excited about what the future holds for my career in driving the future of food towards a more sustainable future! 🌱 In the meantime, I leave you some photos of this amazing journey 📸. Did you encounter the Smart Protein at any events? Share the most useful insights you found to enhance your plant-based strategies! #SmartProtein #PlantBased #Sustainability #ProVeg #Innovation #FutureOfFood 🌱📊🌍 ---

🎉 Celebrating the success of the Smart Protein closing conference! The Smart Protein closing conference was a fantastic success! With +100 attendees, including high-profile organizations and influential speakers, this event truly showcased our efforts to advance the plant-based food sector. Highlights of the conference: 📢 Engaging sessions: Our robust lineup of presentations and discussions ranged from Prof. Emanuele Zannini's opening remarks to in-depth talks on farmers transition with Royal Agrifirm Group, Naturland e.V., innovative plant protein processing with DöhlerGroup, Fraunhofer Institute, and the future of EU food policy with the European Vegetarian Union, Donau Soja Organisation, Dansk Vegetarisk Forening (DVF) - Vegetarian Society of Denmark. 👨💼 👩💼 Diverse attendees / Leading organisations such as Barilla Group, Thai Union Group PCL., Carlsberg Group, IFF, Danone, GoodMills Innovation GmbH, Teagasc, and many more joined us, underlining the significance and impact of our work. 😋 Smart Protein product sampling: Attendees had the opportunity to try Smart Protein innovative plant-based products, from plant-based tuna, burgers, cheese and yogurts, sparking engaging discussions and potential collaborations. Have a look at our video 👉 youtu.be/OU7urpzche0 #B2BFoodInnovation #AltProteinRevolution #SustainableFuture #ProVeg #SmartProteinEU #PlantBasedFoods #Horizon4Proteins #PlantBasedFood #FoodInnovation #AlternativeProteins #farmtofork

A diverse range of businesses, academics and activists have supported a transition to plant-based protein. But in Europe, politics, and political will, still provide a barrier. Read more: https://lnkd.in/eZ_djPRy #B2BFoodInnovation #AltProteinRevolution #SustainableFuture #ProVeg #SmartProteinEU #PlantBasedFoods #Horizon4Proteins #PlantBasedFood #FoodInnovation #AlternativeProteins #farmtofork

Fava beans are a leading crop used for alternative protein products. They can also be grown in Europe, making for simpler supply chains. But what issues are producers contending with? Read more: https://lnkd.in/eufTdtis #B2BFoodInnovation #AltProteinRevolution #SustainableFuture #ProVeg #SmartProteinEU #PlantBasedFoods #Horizon4Proteins #PlantBasedFood #FoodInnovation #AlternativeProteins #farmtofork

Do you want government policy to encourage eating more plant-based? 🗳️🌱 According to the latest country reports from the Smart Protein Project most Europeans do! In fact, 70% of Spanish, 69% of British and 67% of Italian consumers support policies to increase consumption of plant-based meals. Considering only 8% of the 7,500 respondents identified as following a vegetarian or vegan diet, this is a huge indicator that most consumers see plant-based foods as an important part of a sustainable future. 🌍 It also indicates that in order to create a more sustainable food system in Europe, it is vital that the alternative-protein sector receives support and investment. Government policies and collective efforts facilitate the shift towards a more plant-based global food system. Want to discover more insights like this? Download the free report and country-level deep dives here ➡️ https://hubs.ly/Q02yfX9z0 #ProVeg #SmartProteinEU #SustainableFoodSystem

Global meat consumption is the highest it has ever been. According to the UN, global meat production is projected to double by 2050.💥 Through #ProteinDiversification, we can lessen the environmental impact of our #FoodSystem, reduce the risk of zoonotic diseases, and ultimately feed more people with fewer resources. 🌱 Given the crucial role it plays in transforming our food system, it's vital that the term becomes universally understood, in everyone's conversations and agendas. 🌍 Which protein innovations are you most excited about, and why? 👇 Learn more: https://lnkd.in/d8Sz6ApH #ImprovingFoodTogether #FutureOfFood #SustainableFood

It’s not long until the Smart Protein Project Closing Conference in Berlin! Have you looked at the programme yet? Swipe left to see what's on the agenda! 👀 Join us to holistically discuss the EU food system – from farm to fork. With a diverse and complementary mix of stakeholders participating in discussions, including farmers, retailers, and scientists, this is a prime opportunity to gather insider industry insights and gain an overview of the EU food system. 💡 Ready for a deep dive into the next generation of smart protein production from farm to fork? Register now ➡️ https://hubs.ly/Q02wPxHd0 #NewFoodHub #ProVeg #SmartProteinEU #FoodSystems #Farm2Fork #Conference Smart Protein Project

How can we create a healthier future? Hear from experts in the fields of health and product development at the Smart Protein Closing Conference on 24 May in Berlin as we explore dietary guidelines, ultra-processed foods debates, consumer acceptance and behavioural changes, and more! With Teagasc, Andrea Polo and Anna-Lena Klapp. Register today at: https://lnkd.in/eteb9ycQ #B2BFoodInnovation #AltProteinRevolution #SustainableFuture #ProVeg #SmartProteinEU #PlantBasedFoods #Horizon4Proteins #PlantBasedFood #FoodInnovation #AlternativeProteins #farmtofork

We've been busy at the Smart Protein Project Team! 🌱 Last month, we concluded our 'Evolving Appetites' webinar series, which showcased consumer insights from various regions and featured European industry leaders discussing market-specific strategies. Here are the highlights: ✅ Western Europe: -🥦 France: Significant meat reduction but concerns about the integrity of plant-based alternatives. Keyvan Mostafavi discussed boosting plant-based consumption with minimal processing to meet institutional expectations. - 🚀Italy: Growing trust in plant-based options, though cultural relevance needs adjustment for broader appeal. Stephen Tierney from Planted shared their strategies for new product launches and reaching beyond the plant-based bubble for mass adoption. -🌾Spain: High potential for PB protein adoption, with opportunities to reduce meat consumption. Marc Coloma from Heura Foods emphasized their rapid adaptation to consumer feedback and technological innovations in the industry. Eastern Europe: -🐟 Poland: Rapid growth in plant-based eating, especially seafood. #MichałGaszyński from #SERio highlighted the importance of strategic product placement and avoiding "vegan" labels. Marcin Tischner from ProVeg International (PL) discussed overall market challenges and opportunities. -🌾Romania: Dorian Macovei from Verdino Green Foods shared strategies for building trust through local sourcing and diverse products. Central Europe: The need to improve taste, price, and nutritional balance is evident, and bold branding moves are key in competitive environments. -🌱 Martine van Haperen from ProVeg International (NL) talked about innovative approaches to monitor and promote plant-based diets, and Karin Lowik from Vivera talked about the importance of mimicking familiar tastes and how they are achieving sustainability in all the areas of their work. -🌟 Patrick Buehr from Rügenwalder Mühle Carl Müller GmbH & Co. KG discussed the importance of transparency and storytelling and talked about their new kid-friendly product range. -🏷️ Verena Wiederkehr from BILLA AG discussed how their pricing strategy led to a 47% sales boost and talked about the power of consumer-friendly labeling. Northern Europe: - 🍕 UK: Mike Hill from #OnePlanetPizza emphasized the benefits of carbon labeling. -🌿 Denmark: Rune-Christoffer Dragsdahl from The Vegetarian Society of Denmark talked about the real impact of leveraging government support for plant-based diet adoption. Watch the full sessions here: Western Europe: https://lnkd.in/dhxEpj-7 Eastern Europe: https://lnkd.in/dYmwjepe Central Europe: https://lnkd.in/dunhGhTH Northern Europe: https://lnkd.in/d-EKqYH9 🌟Thanks to all our incredible speakers! We are already anticipating our next review in 2025. 🌟 #SmartProtein #TheFutureofFood

Nice article outlining the need for Europe to produce more of its own plant proteins for food and feed going forward. Happy to have contributed on behalf of the Smart Protein Project, highlighting the potential of quinoa as a protein crop in Ireland. #smartproteinproject #H2020 #plantproteins https://lnkd.in/gSYzejBP