The food industry is in a state of protein transition. Not least because of the corona pandemic, sustainability and health are at the top of the corporate agenda. The challenge for product developers is to deliver distinctive concepts. "It's about doing something different from what everyone else is already doing," says Joost van Schip of High Fibe.

© High Fibe

"It is important to find the people within food companies who are open to ground-breaking innovations and who can also bring these products to the market. In short, to offer the consumer more sustainable and healthy products, alongside the usual goods, so that the consumer can make a healthier choice," says Joost van Schip of High Fibe. As an agent, he offers healthy and sustainable ingredients, including seaweed, samphire, micro-algae and cricket powder, as well as protein and starch fractions from broken rice. "I realise that this puts me into a niche market," says van Schip. "These are not everyday ingredients."

© High Fibe

Vegan market

According to van Schip, the vegan market for meat and fish substitutes is especially open to healthier and more sustainable ingredients because they appeal to the same target group. "Producers and consumers of traditional food products are less receptive to this." Nevertheless, he sees that the majority of vegan product manufacturers are now developing the same type of products. Van Schip wants to raise awareness among these companies and inspire them to develop distinctive concepts. The markets for baked goods, protein bars and protein shakes are also showing an interest in this type of ingredients.

© High Fibe

The story

In order to reach food companies, van Schip tells his story mainly to external food consultants, including pioneering chefs. "Ultimately, for me, it's about bringing food companies and suppliers together and working collaboratively on product development." Of course, it is important that the products taste good, have sound nutritional value and are successful in the market. "The protein quality of the product matters here, and the amino acid composition must also be considered." Consumers could become accustomed to the taste of these new ingredients, he said. "Past experience has shown that."

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