Protein is big still big news: we’re in the top 7 globally for per capita protein consumption and new supermarket product launches that feature protein claims enjoy anything from a 30%-60% premium.

The premium status of meat is anchored in social ritual. Although we’re unlikely to hit ‘peak meat’ any time soon, the economic cost of meat production and distribution is being felt by the industry and by consumers – driving exploration into alternative proteins to reinforce/ balance the meat industry.

Australia exports 70% of its food production, but imports 90% of the white fish we consume; whilst many livestock crops are raised on land that would not sustain crops, sustainable fish stock levels and bio-diversity are more impacted through ocean fishing, hence our increased focus on aquaculture

Despite having a significant indigenous animal population, long distance supply chain inhibits their integration – resulting in the wastage of culled animals. (Tasmania has recently agreed to include officially-culled deer and kangaroos/wallabies into the human food chain).

And despite professed consumer sentiment for more plant-based proteins, ‘vegan’ ready-meal offers struggle to achieve required sales and the proposition needs to change to more food-centric language

We are still prejudiced towards animal proteins for bio-availability and in reality some alternative proteins inhibit the absorption of different nutrients: this problem can be fixed with the right blend of alternative proteins.