Protein - What’s the fuss?

Paddy Willis

For millennia we humans have derived our protein from sources that include meat, fish, dairy, eggs, nuts, soya, beans, peas and lentils.

With all the speculation as to the future of protein production, not to mention the millions being poured into the food-tech industry, one might question what has changed to put the spotlight on this source of human energy.

The answer, of course, is our growing concern for the planet we share with our protein sources, plus insistence on growing our own population (7.3Bn today, expected to reach 9Bn by 2050). Indications suggest we need to increase food production by 70% to meet future demand. 

What is the smart solution?

Much as in the Klondike of the 19th century, prospectors are looking to hit paydirt and are paying handsomely for the opportunity. Just a cursory glance at some of the fund-raising by alt-meat start-ups in the last twelve months demonstrates the crazy sums pouring into the sector. Late last year Impossible Foods raised a further $500m, with an IPO anticipated this year (putting it on the public exchange next to rival Beyond Meat).

Then there’s the cultivated or cellular market for meat and seafood.  There is no doubt we need to develop solutions to help feed the planet, with many more inhabitants now finding a taste for red meat burgers, but ultimately it is the consumer who will call the shots. Taste is still king.

Research to-date suggests that consumers are generally repulsed by the idea of lab-grown meat. This is unsurprising for generations who’ve grown up on science fiction movies dating back to Frankenstein (1931). Costs aside, my personal jury is still out as to whether I would choose to eat this or go for a plant-based option.

Will our hearts, heads and stomachs align with our wallets at some point to create a balanced diet that is kind to the planet as well as our health? Will the solution be “fake” meats or will chefs and food producers find ways to entice our taste buds with a growing range of plant-based alternatives?

Over the last year, Mission Ventures has been working with Better Nature, a tempeh brand that aims to create a naturally delicious, high-protein ingredient that can be used in place of meat. Through consumer research, we learned that consumers are often turned off by “fake” meats as they believe they are full of preservatives. This raises the challenge of creating more natural options that still taste amazing, and are at an affordable price point. 

I was fascinated to chat with an organic farmer recently who reckons that, as the market stands today, he could make more than three times the return on the broccoli florets he sells to UK supermarkets if collected the waste stems lying in his fields and created a broccoli protein powder. That’s some tidy upcycling and an example of how farmers are becoming creative about adapting their practices.

What’s the answer?

Dear reader, if I knew that I’d not be writing this post… however, there is a good opportunity to hear from many of the people driving both the plant-based revolution and the cellular industry at the forth-coming “Future of Protein Production Summit” (March 8th-10th). At Mission Ventures we are pleased to be a supporter of this digital conference, which brings together over 100 expert speakers from around the world with over 24 hours of content. We look forward to “seeing” you there!