Changing the Protein Game - foodvalleyexpo.com · ©NewForesight | All rights reserved In the next 40 years we need to produce more food than the last 6.000 years combined... 1900

©NewForesight | All rights reserved

Lucas Simons

Changing the Protein Game How to accelerate the protein transition


About Lucas Simons

• Former Director Utz Certified • Young Global Leader – World Economic Forum • Ashoka Fellow • Clinton Global Initiative • Author book – Changing the Food Game

“For markets to become more sustainable, we must change the Rules of the Game”

@Lucas_Simons @NewForesight #CtFG

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Available on mainstream channels

www.scopeinsight.com www.newforesight.com

SCOPEinsight is the leading developer of assessment tools to measure business professionalism in agriculture

NewForesight is a strategic consultancy that turns though sustainability challenges into opportunities .

Serving partnerships to help them thrive and reach impact


In the next 40 years we need to produce more food than the last 6.000 years combined...

1900 2050 2000 1950

Population 2 billion=

9.4 billions

Food demand 5 Petacal/day =

47 petacal/ day

... while our food system is extremely unsustainable


The food industry is looking at vegetable protein as a sustainable alternative

• Transition to more vegetable protein:

sustainability and health benefits

• Front-runners recognize consumer interest

and invest in vegetable protein (legumes,

mushrooms, nuts, etc.)

• However, structural change of the food

system requires a transformation of the

market


Four main forces influence market transformation Enabling environment

• Support from government/public sector (cash and in kind)

• Legislation/regulation, enforcement

• Education

• Infrastructure

Demand

• Experience, perception, image

• Distinctive advantage

• Knowledge, visibility

• Price and promotion

Supply

• Quality/safety requirements

• Cost of production/cost-price

• Innovation

• Barriers to entry

Sector organization

• Non-competitive collaboration

• Shared learning and knowledge, co-creation

• Shared vision on sector sustainability

• Common, credible message

Desired transformation

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Market transformation is ultimately a matter of organizing coordinated change around these four forces


Sustainable market transformation occurs in phases

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Each phase has specific characteristics

Pilot projects & Innovations

Competition Non-competitive

collaboration Institutional embedding

Eggs (Europe)

Cocoa Coffee

Palm oil

Floriculture Soy

Agroforestry

Agri finance

Climate smart

agriculture


The Dutch protein transition is in the first phase

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Cooperation and coordination are required for the next step

Pilot projects & Innovations

Competition Non-competitive

collaboration Institutional embedding

Vegetable protein (NL)

Characteristics of Phase 1:

Limited knowledge and awareness of specific issue(s)

Most actors do not see the urgency of tackling the issue(s) at hand and take no responsibility

Little collaboration, no coordination of efforts

Different initiatives and projects are started, but many are fragmented and isolated


The Green Protein Alliance enables collaborative effort towards the next phase

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Big ambition and shared vision

What is the Green Protein Alliance (GPA):

Joint development of an actionable strategy

Supported by government, working with Voedingscentrum and Milieu Centraal

Market driven approach to the required transition

Coalition of market leaders and front-runners


GPA officially started with the public commitment of 17 parties on 7 July 2016

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RVO.nl


The market leaders and front-runners in the GPA

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GPA Founding Members

GPA Knowledge Partners

Voedingscentrum

GPA Enabling Partner

GPA Initiators


Next steps for GPA

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Obtain insight into main barriers, solutions, critical path, roles & responsibilities of GPA and other stakeholders

GPA will focus on the development and implementation of an actionable strategy

Develop the ‘Blueprint’ for driving the Dutch protein transition, align with main sector stakeholders

Present protein transition Blueprint, including plan of action for GPA in 2017 and beyond (January 2017)

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Thank you

© 2016 NewForesight, registered with the trade register in the Netherlands under number 32160245. All rights reserved. Printed in the Netherlands. The NewForesight name, logo plus ‘leading in sustainable market transformation’ are registered trademarks or trademarks.

NewForesight Consultancy Hamburgerstraat 28a 3512 NS, Utrecht +31 (0) 30 234 82 18 www.newforesight.com Twitter: @Lucas_Simons / @NewForesight

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Changing the Protein Game - foodvalleyexpo.com · ©NewForesight | All rights reserved In the next 40 years we need to produce more food than the last 6.000 years combined... 1900