Further 'ruminations' following the Food Frontier-sponsored Alt.Proteins conference in Melbourne, where the future of advanced 'new food' proteins was upper-most in delegates minds.
Despite the excitement around sustainable food systems, the industry's biggest challenge - connecting with the everyday consumer - was laid bare.
Source: © Hasloo | Dreamstime.com - Are people confused about what plant-based & cultivated meat are all about?
Plant-Based meat and Alt.Proteins sales have been erratic, sparking concern about whether the consumer is truly onboard with the movement, according to the Good Food Institute and a Deloitte US report. The conference also heard last financial year there was no investment in the Australian Alt.Proteins sector.
While the sector’s potential and eco-impact are undeniable, experts agree the shift is as much psychological as it is technological. Angeline Achariya and FMCG intrapreneur, (shown left) says: "We need to focus on the 'how,' not just the 'what.' The food system is like a jigsaw puzzle; solving it requires collaboration across sectors, not isolated actions." The challenge is not just about creating better products but addressing deeper cultural and behavioral barriers.
Australian based, start-up consulting expert Reuben Schwarz (shown left below) echoes these sentiments: "The move to more sustainable food systems is increasingly more psychological than technological. Like with renewables, the barriers are political. (But) unlike renewables, food is also cultural. It's going to be tougher to transform food than the energy grid, but 10X the benefits when we achieve it." Reuben Schwarz comments also pointed to the magnitude of the shift required to fundamentally alter consumer habits.
Source: © Monkey Business Images | Dreamstime.com People preparing food
Funding also looms large as a challenge with Reuben Schwarz adding, "The valley of death is getting worse for a lot of food startups. Government isn't focusing enough on helping companies through it, so Australia can play a leading role in future food production." The under funding of innovative companies risks stalling progress before it can reach the consumer. Aussie Plant-Based Company ironically went into liquidation on the eve of the Alt.Proteins Conference and they were also one of the main food sponsors for the event. The assets of APBC have subsequently been bought by Gold Coast food company, Good Food.
As the industry looks to really connect with its audience of potential consumers, companies must not only address taste, texture, and nutrition but also tap into the emotional and cultural significance of food. Angeline Achariya aptly put it: "Food is not just sustenance; it’s culture, emotion, and identity. Unlike energy, where you flick a switch, food transformation needs multiple pathways and engagement with consumer values".
With enormous potential at stake, the sector must navigate these complex dynamics to secure long-term success. The promise is vast, but only if companies, governments, and consumers can align on the journey toward a sustainable future.
For more information about Alt.Proteins in Australia CLICK HERE
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