Fibre: the New Protein
Jeroen Willemsen, Lead Protein Transition Foodvalley
During my time at plant-based meat pioneer Ojah, texture was everything. Surpassing the tender mouthfeel of chicken, pork and beef: we went for it. And we succeeded. The extrusion experts in Ochten created, from flour and water, a fibrous structure unlike any other. Even rivalling grandmother’s legendary pulled beef, deliciously lingering between your teeth.
This year, Ojah celebrates its fifteenth anniversary. Over the past decade and a half, everything has changed: the protein transition has truly taken off. Innovations like those from Ochten have made it easier for millions of consumers to reduce their meat intake. Since 2008, meat consumption has fallen by 18%. Restoring the balance between plant and animal is now widely supported, as also confirmed by the Health Council. Governments, supermarkets and caterers have set ambitious, measurable targets for the protein transition: 50–50, 60–40 by 2030.
Achieving these targets is extremely challenging. It’s about more than just ratios. Reducing protein overconsumption is just as important. Less animal and more plant-based go hand in hand: adding two extra sandwiches a day may increase the plant-based share, but it’s not what we want. And then there is the biggest challenge: how do we win over the next, say, 25% of Dutch consumers?
The key to success: fibre. By definition plant-based and beneficial for health. Fibre supports healthy digestion, promotes a feeling of fullness after eating, and reduces the risk of cardiovascular disease, type 2 diabetes and bowel cancer. It is low in calories, relatively affordable, and low in protein. A welcome bonus: like protein, fibre enjoys a positive image.
And rightly so. The crucial difference? We consume too much protein, and too little fibre.
There is one application of fibre I would like to champion here: hybrid products. We will only achieve the aforementioned protein transition targets with products that combine the best of both worlds, plant and animal. Products that the next 25% of our population will embrace because they excel in taste, familiarity and convenience. Over the past twenty years, there have been countless unsuccessful hybrid introductions. Every fibre in my body says: we must succeed this time.
And we will. We have learned, we share our experiences, and the goal is clear. The ingredients are there for the taking, from jackfruit to fava beans. So, to all readers of this magazine: seize the opportunities and play your part. Because believe me:
Fibre is the new protein.