Insights from VALPRO Path Webinar: Optimising Value Chains to Strengthen the Alternative Protein Market

Interest in alternative proteins is rising across Europe, yet taste, affordability, and regulation continue to pose hurdles. These themes were discussed during the third VALPRO Path webinar, moderated by Mladen Radisic of Foodscale Hub, with contributions from Tamara Glišić-Krivošija of VALPRO Path and Morena Silvestrini of the Like-A-Pro project.

Highlights and reflections from the discussion 

Tamara Glišić-Krivošija detailed VALPRO Path’s efforts to optimise plant-based protein value chains. The project divides the chain into three key segments: on-farm processing, supply chain logistics, and consumer-facing activities. Farmers are being encouraged to take an active role in processing, increasing profitability while shortening the supply chain. Strategies also include diversifying protein sources beyond the saturated soy market, introducing eco-friendly labelling, and implementing collaborative business models that bring together producers, processors, logistics partners, retailers, and end consumers. Tools like business model radars and value chain innovation mapping help translate project innovations into tangible market solutions.

Morena Silvestrini outlined Like-A-Pro’s approach to mainstreaming alternative proteins. The project engages thousands of European consumers through citizen innovation labs to co-design products that meet local preferences and dietary behaviours. To date, Like-A-Pro is developing  16  new products using a wide array of protein sources, including rapeseed, microbial proteins, fermented fungal, and pea proteins. Beyond product development, the project evaluates economic, social, environmental, and nutritional impacts, ensuring that innovations are safe, sustainable, and aligned with regulatory and ethical standards.

Both presenters emphasised the importance of bridging innovation with market realities. Taste, texture, and nutritional quality are critical for consumer adoption, while regulatory approval and the willingness of middle-food-system actors to adopt alternative proteins remain challenges. B2B partnerships and hybrid supply chains, leveraging existing infrastructure and brand recognition, are highlighted as practical strategies for scaling these products efficiently.

The webinar reinforced that collaboration across the value chain and active consumer engagement are essential for the successful integration of alternative proteins into European diets. As both projects continue to develop innovations and validate business models, they aim to create a more sustainable, resilient, and accessible protein ecosystem for Europe.

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