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  • Turning abundance into opportunity for smallholder farmers

    At PrimeJack®, we're committed to revolutionising the meat industry with our dehydrated jackfruit products. But our mission goes beyond providing our innovative ingredient PrimeJack® for blended and hybrid meat applications. We're dedicated to positively impacting the lives of smallholder farmers in Uganda. Uganda has over 3.5 million smallholder farmers. What are smallholder farmers?     Uganda has over 3.5 million smallholder farmers. These farmers play a crucial role in the country's agriculture sector, which employs around 70% of the population. Of this 70%, more than half are women. Women are essential to the country's rural agricultural sector, contributing significantly to crop labour and household food production.    Smallholder farms in East Africa typically cover less than 2 hectares (5 acres) of land, though in some regions and for specific crops, this may extend up to 5 hectares. These farms are often divided into smaller, fragmented plots, reflecting the limited land access and resource constraints many farming families face. Smallholder farmers primarily depend on family labor to manage their farms rather than hiring external workers. For many households, farming is not just an activity but their primary source of livelihood, providing both sustenance and income. Their farming is often a mix of subsistence agriculture, focused on feeding their families, and small-scale commercial production. With limited access to modern agricultural technologies, these farmers use traditional methods, reflecting their challenges and deep connection to the land.    Smallholder farmers often practice intercropping, cultivating a mix of staple food crops such as maize, beans, cassava, and millet alongside cash crops like coffee, tea, or fruits. Many also engage in small-scale livestock rearing, creating diverse and resilient farming systems supporting household needs and income generation. Why does PrimeJack® not harvest from plantations?     We're often asked why we don't source from large plantations. The answer is simple: it goes against our core principles. Plantations can lead to deforestation, loss of biodiversity, and social displacement. Furthermore , plantations typically focus on monoculture, making them vulnerable to large-scale losses if a single crop fails.    We believe in working with smallholder farmers because:   The abundance of 1-2 billion kilograms of jackfruit grows across 1.3 million smallholder farms in Uganda.  Jackfruit, one of the world’s most enormous tree-borne fruits, thrives in agroforestry systems, which  in turn are managed by 1.3 million smallholder farmers. Despite this abundance, much of it goes underutilised, with a significant portion left to rot due to a lack of market access or processing infrastructure. This massive supply offers significant opportunities to improve   food security challenges while reducing waste. Integrating jackfruit into global food systems can create value chains that benefit farmers and consumers.  Promoting agroforestry and sustainable food systems while avoiding mono-cropping.  Our mission is rooted in agroforestry principles, where biodiversity and sustainability go hand in hand. Jackfruit trees coexist with other crops like coffee, vanilla, and fruits, supporting ecosystems while providing shade and soil fertility benefits. By discouraging mono-cropping, we protect biodiversity and ensure the resilience of these farming systems against climate change and pests. Promoting diversified farming not only safeguards the environment but also strengthens the livelihoods of smallholder farmers.  Monetising an under-utilised crop growing in traditional agroforests.     Despite its nutritional and economic potential, jackfruit is often overlooked and treated as a low-value crop. We aim to change this by transforming jackfruit into a marketable commodity, creating a sustainable income source for smallholder farmers.    Preventing jackfruit trees from being cut for climate resilience.     Jackfruit trees are critical in maintaining agroforestry systems, providing shade, improving soil health, and acting as carbon sinks. However, these trees are often at risk of being cut down for firewood or timber, especially when seen as unprofitable. By creating economic value from jackfruit, we give farmers a reason to protect these trees, preserving their environmental and climate benefits. This helps mitigate deforestation, enhances climate resilience, and contributes to long-term sustainability.  Offering side income to increase the resilience of rural communities.     For smallholder farmers, diversification of income sources is key to financial stability. Jackfruit, when monetised effectively, offers a valuable side income that can cushion farmers against market fluctuations in other cash crops. This additional revenue helps families invest in education, healthcare, and improved farming practices. By increasing the economic resilience of rural communities, we also strengthen their ability to adapt to environmental and financial challenges , while s upporting women farmers in the field.  Scaling in the most cost- and carbon-effective way. Our scaling strategy prioritises economic viability and environmental responsibility. Processing jackfruit close to its source minimises transportation costs and carbon emissions, ensuring our operations remain efficient and sustainable. Drying the fruit significantly reduces its weight and volume, lowering logistical expenses and environmental impact. This approach supports our growth and aligns with our commitment to a low-carbon, sustainable future.  Jackfruit is known for its remarkable resilience. The abundance of Jackfruit in East Africa Many smallholder farmers in Uganda have jackfruit trees growing on their plots for various historical and cultural reasons. Traditionally, the Buganda Kingdom, the largest ethnic group in Uganda, encouraged its people to plant jackfruit trees as a reliable food source. This practice established jackfruit as a staple that families could rely on during times of scarcity.    Moreover, the presence of jackfruit trees on farms is often a result of inheritance. This familial connection to the land and its resources has fostered a deep-rooted tradition of cultivating jackfruit.    On average, each smallholder farmer in Uganda has about three to five jackfruit trees, primarily for personal consumption and to feed livestock. This widespread cultivation reflects the tree's adaptability and resilience, making it an integral part of local agroforestry practices. Jackfruit trees are commonly found scattered throughout the forest, where they are managed by smallholder farmers and typically propagated through seeds.    Culturally, jackfruit is highly valued. Many communities have long believed that jackfruit is primarily for personal use, with some even considering the commercial sale of the fruit taboo. This mindset has further solidified the presence of jackfruit in smallholder farming systems across Uganda.    As a result of these factors—historical practices, inheritance, cultural significance, and agroforestry traditions—jackfruit has become an essential component of the agricultural landscape in Uganda .   O ften growing naturally alongside other crops without the need for large-scale planting efforts. This text  provides an   explanation on  the reasons behind the prevalence of jackfruit among smallholder farmers in Uganda.  Jackfruit can grow in various soil types. Jackfruit is the ideal crop for smallholder farmers Jackfruit is known for its remarkable resilience, making it an ideal crop for various agricultural settings, particularly in regions prone to environmental stress. Several factors contribute to the jackfruit's resilience:    Drought Tolerance: Jackfruit trees exhibit a moderate level of drought tolerance. They can maintain higher leaf water potential during periods of water deficit than other fruit trees, such as custard apples. This ability allows jackfruit to thrive even in semi-arid conditions, making it suitable for regions with unpredictable rainfall patterns.    Adaptability to Soil Conditions: Jackfruit can grow in various soil types, including degraded and low-fertility soils. This adaptability enables it to be cultivated where other crops might struggle, thus providing food security and income opportunities for smallholder farmers.   Longevity: Jackfruit trees are long-lived perennials, with lifespans ranging from 20 to 50 years. This longevity allows farmers to benefit from consistent fruit production over many years without replanting.   Minimal Input Requirements: Once established, jackfruit trees require relatively low levels of fertilisers and pesticides compared to other crops. This characteristic reduces production costs and minimises the environmental impact of farming practices.   Seasonal Growth Patterns: Jackfruit trees exhibit distinct seasonal growth cycles, thriving during wet seasons and entering a dormancy phase during dry periods. This adaptability helps them conserve energy and resources during unfavourable conditions.   Resilience to Pests and Diseases: Jackfruit trees generally face fewer disease problems than other fruit crops, making them easier to manage and reducing the need for chemical interventions.   These attributes make jackfruit a valuable crop for smallholder farmers, particularly in regions facing climate variability and environmental challenges. Farmers can build resilience against adverse conditions by cultivating jackfruit while contributing to food security and sustainable agricultural practices.  Hawa with a fresh harvest How our PrimeJack® value  ch ain is build    At PrimeJack, we believe in the transformative potential of forgotten crops like young jackfruit. By combining sustainable food solutions with community-driven initiatives, we are reshaping agricultural landscapes and creating lasting opportunities for smallholder farmers.  Jackfruit trees naturally thrive as shade providers within the agroforests of smallholder farmers. These farmers already rely on diverse income streams from crops like coffee, vanilla, and various fruit trees, and now jackfruit is emerging as a valuable addition. To build on this potential, we source through suppliers already organised around existing cash crop systems, ensuring efficiency and leveraging their established networks. A cornerstone of our approach is fairness. Through a comprehensive study on living incomes and fair pricing, we’ve established a model ensuring farmers are compensated for their efforts. This commitment to equity is supported by a robust traceability system, which promotes transparency and continuous learning throughout the value chain.    Our operations add value to young jackfruit at the source, generating local economic opportunities and improving overall efficiency. By drying the jackfruit near its origin, we reduce transport costs by shipping only a fraction of the whole fruit. This approach saves resources and maximises the economic benefits for the communities we work with.    Our impact continues to grow through an organised harvesting system, with five suppliers facilitating the collection of young jackfruit twice a week. Harvests are assembled at collection centres, where full truckloads are efficiently transported to our processing facility.     The Power of Side Income    Many smallholder farmers in Africa struggle to earn a living income from their primary crops alone. By partnering with these farmers to harvest jackfruit, we're providing a valuable opportunity for additional income. This side income can make a significant difference in helping farmers reach a living wage - the minimum amount needed for a decent standard of living. From an undervalued crop to side income focusing on women's employment    For decades, jackfruit remained an undervalued crop in Uganda, primarily seen as a subsistence food rather than a commercial opportunity.  This undervaluation created a unique opportunity for PrimeJack®. By developing a value chain from scratch, we could intentionally design an approach prioritising women's employment and leadership. Unlike traditional agricultural commercialisation processes that often marginalise women, our model places female farmers and workers at the centre of our operations.    The cultural taboo against commercially selling jackfruit worked in our favour. By introducing a new perspective on this "ancestral" crop, we could challenge existing norms and create economic opportunities specifically targeted at women smallholder farmers. Our approach transforms jackfruit from a family subsistence crop to an export commodity,    We  a re creating pathways for women's economic empowerment in rural Uganda through strategic processing and export.  Creating pathways for women's economic empowerment in rural Uganda The Path Forward    At PrimeJack®, we believe that sustainable business practices and social responsibility go hand in hand. By working with smallholder farmers and addressing their challenges, we're securing a high-quality supply of jackfruit for our products and contributing to rural development and poverty alleviation in East Africa.    Our approach aligns with global efforts to achieve the Sustainable Development Goals, particularly those related to poverty reduction, food security, and sustainable agriculture.    By choosing PrimeJack® products, you're more than just getting a high-quality ingredient for your meat alternatives. You're supporting a vision of a more equitable global food system where smallholder farmers can thrive and everyone in the supply chain earns a fair living wage.

  • Blended Meats: Bridging the gap between tradition and innovation

    The food industry has recently shifted towards more sustainable and health-conscious eating habits. Consumers are increasingly aware of the environmental impact of their food choices and the health benefits of plant-based diets; however, the number of vegetarians or vegans has remained relatively constant [1]. A significant challenge for the food industry is to create more sustainable food choices. Over the last few years, a new category of products has risen that can bridge the gap between traditional meat consumption and plant-based alternatives: blended and hybrid meat products [2]. hybride burgers Blended meat products provide an easier transition for meat lovers interested in reducing meat consumption and are hesitant to try plant-based alternatives. Because the taste and texture of the blended products stay close to those of traditional meats, the products can help overcome barriers to changing diets. They will make consumers eat less meat without noticing anything in taste and texture. Essential in developing these products is to use natural and not highly processed ingredients, as this is a disadvantage of many plant-based meat alternatives for many consumers. The rise of flexitarians and the need for plant-based options Many consumers are still reluctant to move away from eating meat completely. These consumers are known as flexitarians, a dietary approach that encourages reduced meat consumption without eliminating it. Many consumers want to decrease their meat intake for various reasons, including environmental concerns, health benefits, and ethical considerations. However, they do not want to entirely give up meat to a vegetarian or vegan lifestyle. [1] Flexitarians are the main target group for plant-based meat alternatives. Vegetarians and vegans usually know their way around meat by using legumes and pulses. Yet, flexitarians are used to cooking with meat, so they use plant-based alternatives to reduce their intake of animal protein [3]. The main issues with these plant-based alternatives are the taste and texture. Plant proteins used in these products have an off-taste that must be masked by other ingredients, creating a long list of ingredients and making them highly processed. Besides the taste, a meat-like texture is important, and plant proteins are highly processed to obtain these structures, which requires a lot of energy and resources and mimicking the meat texture is difficult [4]. These drawbacks open a market for blended meat so consumers can continue eating meat while reducing their ecological footprint. What are blended and hybrid meat products? Blended meat products typically combine conventional animal proteins with plant-based ingredients. For example, a popular format is a hamburger made with 70% beef and 30% plant-based fibers. Hybrid products, on the other hand, may incorporate more advanced food technologies. These can include combinations of plant-based proteins, cultivated meat, or ingredients derived from precision fermentation. The goal is to create products that closely mimic the sensory experience of conventional meat while offering improved sustainability and nutritional profiles. However, the term blended and hybrid meat is used by most producers interchangeably for the combination of meat with a type of plant-based ingredients. [5] Hybride frankfurters Benefits of blended and hybrid meat products Environmental sustainability There are many benefits to consuming blended meat products, with one of the main drivers being sustainability. In every product, the amount of meat can be reduced significantly, reducing animal protein consumption. Animal protein consumption is an important factor in different environmental challenges, such as greenhouse gas emissions, water usage, and land requirements. By reducing the amount of animal protein in each serving, blended and hybrid products can significantly lower the environmental impact associated with meat production. Nutritional advantages Meat is known as a good source of nutrients; however, some types of meats are high in saturated fats and can have carcinogenic effects [6]. Blended products often offer improved nutritional profiles compared to their full-meat counterparts. The addition of plant-based ingredients can, for example, increase fiber content, reduce saturated fat, and provide a more diverse range of nutrients which are not naturally present in these products, depending on the plant-based ingredient used. Cost-effectiveness By adding plant-based ingredients to meat, it can lower the price of the final product. As meat prices are relatively high, blended products can offer consumers a lower-priced alternative. This can also help with consumer acceptability, as most consumers might not be very interested in trying blended meat [3]. By offering these products at a lower price than its 100% meat product, consumers might be more willing to try them. This is an important factor as price is still one of the main drivers for consumers when shopping. Thus, by lowering the price, the products become more interesting for different groups of consumers.  Innovations in Blended and Hybrid Meat Technology Food science and technology have mainly driven the development of blended and hybrid meat products. One crucial part of creating successful blended products is the selection of high-quality plant-based ingredients that can be easily integrated with animal proteins. PrimeJack®: A Game-Changing Ingredient for Blended Meat Products One such innovative ingredient is PrimeJack®, a plant-based fiber made from young jackfruit. This ingredient offers a good solution for manufacturers creating high-quality blended meat products. PrimeJack® has a high dietary fiber content of 57%, which has many different health benefits. Besides the health effect of the fibers, PrimeJack’s® fibrous texture is similar to that of pulled meat, such as pulled chicken or pork, making it an excellent choice for blended products like burgers, sausages, and meatballs.  Debunking the Fruit Myth While jackfruit is botanically classified as a fruit, it's important to understand that young jackfruit does not have the typical characteristics you would expect in a tropical fruit. Fruit is mostly associated with a sweet or sour taste and a soft or crispy texture. Due to the early harvesting, jackfruit has a neutral flavour and a meat-like texture, making it fitting for various food applications, including blended meat products. Our young jackfruit Neutral flavour and rehydration  Unlike some plant-based ingredients, which are known to have different off-tastes, young jackfruit has a neutral taste which can be easily adjusted by absorbing flavour and colour during the rehydration process. These flavours can come from other ingredients or compounds which are added to the water during rehydration. This property makes it perfect for blended meat products, as it allows the natural meat flavours to adsorb into the jackfruit while also creating the desired texture and nutritional benefits. As mentioned before, the jackfruit is dried and can be rehydrated upon usage. This has different advantages. The jackfruit is dried locally as this makes it much more efficient to transport, as not all the water needs to be shipped. For use in blended meat products, the jackfruit needs to be rehydrated during the product manufacturing process. When properly processed and rehydrated, it can help maintain the juicy, meaty mouthfeel that consumers expect, even when reducing the overall meat content of a product. Nutritional and sustainability benefits Young jackfruit is low in calories and fat and high in fiber. When used in blended meat products, it improves the overall nutritional profile by increasing fiber content and reducing saturated fat content and calorie density. Additionally, it can give different health effects from the fibers such as improved gut health, better constipation and improved satiation after consumption helping with weight management.  Consumers are not only health conscious, but also more aware of the environmental impact of meat. Therefore, making innovative products with a lower ecological footprint is desired. Jackfruit trees are known for their high yield and relatively low environmental impact. By incorporating young jackfruit into blended meat products by using PrimeJack®, manufacturers can significantly reduce the impact of their products without compromising on taste or texture. The Market Landscape for Blended and Hybrid Products The future looks promising for blended and hybrid meat products. As consumers continue to seek more sustainable and healthier food options. With ongoing research in food technology and ingredients like PrimeJack®, we can expect to see an even wider range of delicious, nutritious, and sustainable blended and hybrid meat products in the coming years. Blended and hybrid meat products represent an exciting frontier in the food industry, bridging traditional meat consumption and plant-based alternatives. By using ingredients like PrimeJack®, manufacturers can create products that satisfy consumer demands for taste, texture, and sustainability. As we move towards a more sustainable food system, these products have the potential to play a significant role in reducing our environmental impact while still allowing consumers to enjoy the meaty flavours they love. Sources: [1] S. Grasso and G. Goksen, (2023) “The best of both worlds? Challenges and opportunities in the development of hybrid meat products from the last 3 years,”  LWT.  [2] S. L. Chandler and M. B. McSweeney, (2022) “Characterizing the properties of hybrid meat burgers made with pulses and chicken,”  International Journal of Gastronomy and Food Science. [3] S. Grasso and S. Jaworska, (2020) “Part Meat and Part Plant: Are Hybrid Meat Products Fad or Future?,” Foods. [4] F. K. G. Schreuders, et al. (2021) “Texture methods for evaluating meat and meat analogue structures: A review,”  Food Control.  [5] “Hybrid products to optimize nutrition, taste, cost, and sustainability”  - The Good Food Institute. [6] S. De Smet and T. Van Hecke, (2024) “Meat products in human nutrition and health – About hazards and risks,”  Meat Science.

  • Gut, Brain & PrimeJack®

    Gut Brain & PrimeJack®In food and health, we are beginning a fascinating revolution: the connection between our gut and brain is becoming increasingly understood. With these discoveries in mind, we present PrimeJack®, an innovative ingredient that perfectly aligns with these insights. This 100% natural product from young jackfruit offers new possibilities for a healthier lifestyle and sustainable eating patterns. Are you a food producer looking for a healthy and natural ingredient? This piece highlights the importance of fiber-rich and natural foods and the role PrimeJack® can play in this. The Important Role of a Healthy Gut microbiome Our gut microbiome plays an essential role in the communication between the gut and the brain. Your gut has billions of bacteria, viruses, yeasts, and fungi that form your microbiome. This microbiome produces neurotransmitters that directly influence our mood and cognition. A large portion of serotonin, the "happiness hormone," is even produced in the gut. A disturbed gut microbiome can lead to mental health problems such as depression and anxiety. Therefore, maintaining a healthy gut microbiome is essential not only for our body but also for our mental well-being. Your Second Brain: The Gut Did you know your gut is often called your "second brain"? This name comes from the complex gut-brain axis, a communication system that works in both directions. This means that your brain affects your body, and your gut influences your brain. For example, stress can cause stomach problems, and your gut can also affect your mood. Additionally, a large part of your immune system resides in your gut. A healthy microbiome helps regulate inflammation and protect against physical and mental health issues, such as irritable bowel syndrome (IBS) and mental illnesses associated with chronic conditions like depression and anxiety. The Crucial Role of Gut Bacteria The billions of bacteria in our gut form the microbiome and play an essential role in the communication between the gut and the brain. These bacteria produce various substances that affect both our physical and mental health. Besides neurotransmitters, the microbiome also plays a significant role in producing short-chain fatty acids. These are known for their anti-inflammatory properties and support the integrity of the gut lining. This is crucial to keep harmful substances out and ensures good communication between the gut and the brain. Dietary fibers are essential nutrients for a healthy diet and are crucial for maintaining a healthy microbiome. Despite the importance of fiber for health, most people do not get the recommended daily intake. This deficit can lead to a disturbed microbiome, which in turn can negatively affect the functioning of the gut-brain axis. PrimeJack®: A Natural Revolution in Food PrimeJack® has an impressive fiber content of no less than 57%. This makes it an ideal ingredient for blended and hybrid products, improving Nutri-Score and contributing to increased fiber intake. These fibers are beneficial for nutritional value and contribute to a meat-like texture in products. PrimeJack® contains a mix of soluble and insoluble dietary fibers, each with unique and important properties for maintaining a healthy microbiome and digestion. The Health Benefits of PrimeJack® PrimeJack® acts as a prebiotic, essential food for bacteria in your gut, supporting a healthy gut microbiome. The fibers in PrimeJack® promote a healthy microbiome and support a well-functioning immune system. Dietary fibers help regulate blood sugar levels, contributing to stable energy and mood. The fibers provide a lasting feeling of fullness, which can aid in weight management. Some fibers help lower LDL cholesterol, promoting heart health. PrimeJack® Fiber Composition 46,8% Insoluble fiber with high molecular weight (IDF): These fibers add bulk to the stool and help prevent constipation. 13,7% Soluble fiber with high molecular weight (SDFP): These fibers dissolve in water and create a gel-like layer around the gut lining. They slow digestion, allowing the microbiome to absorb more nutrients. Moreover, this gel-like layer softens the stool. 0,7% Soluble fiber with low molecular weight (SDFS): These fibers help regulate blood sugar levels and lower cholesterol. They are easily fermented by gut bacteria, producing beneficial short-chain fatty acids. The total dietary fiber content in PrimeJack® is 61,2% (TDF = IDF + SDFP + SDFS). This associates PrimeJack® with improved digestion, a reduced risk of chronic diseases, and better weight management. (Note: this effect is diluted upon rehydration). The total soluble fiber in PrimeJack® is 14,4% (SDF = SDFP + SDFS). The use of PrimeJack® contributes to lowering cholesterol, controlling blood sugar levels, and promoting satiety, which can help with weight control. (Note: this effect is diluted upon rehydration). Hybrid Products: The Best of Both Worlds One of the most promising applications of PrimeJack® is in creating hybrid meat products. This concept combines the familiar taste, texture, and protein source of meat with the health and sustainability benefits of plant-based ingredients. The rise of hybrid meat products is no surprise. More than half of the Netherlands identifies as flexitarian, and hybrid meat offers a good compromise for the conscious consumer who is not yet ready for a meatless diet. Replacing a portion of meat has a significant impact on the ecological footprint—much more than we can achieve in the short term by promoting a fully plant-based diet. Moreover, it makes the meat product cheaper and, as described, much healthier. Plant-Based Ingredients Choice In recent months, meat producers have begun experimenting with various plant-based ingredients in their hybrid products. There is a range of textured vegetables suitable for blending with meat, such as those derived from peas, beans, or beets. Since the meat portion contains sufficient protein, these plant-based ingredients mainly add fiber, and it's important that they don't compromise the taste or texture of the meat. Among the possible fiber-rich plant ingredients for mixing with meat, PrimeJack® stands out as one of the few 100% natural and unprocessed ingredients. The big difference between unprocessed and processed ingredients is that natural plant ingredients contain fewer added sugars, salt, and unhealthy fats compared to processed ones. The second major advantage of PrimeJack® over other fiber-rich ingredients is that it can be mixed into meat at high percentages without the need for taste-masking additives. Up to 40% of a meat product can be replaced by PrimeJack®, compared to the 7% of processed alternatives, which are also supplemented with unnatural additives. To meet the recommended 30 to 40 grams of fiber per day, a hybrid meat product with PrimeJack® is a healthy choice, as it can provide up to 5 grams of good fiber. This is particularly important because PrimeJack® can retain up to 8 times its weight in water. This is crucial for smooth digestion, as plant fibers absorb and retain a lot of water during digestion. The Future of Food: Health and Sustainability Hand in Hand PrimeJack® represents more than just a healthy ingredient: it embodies a shift towards a more sustainable future. Since PrimeJack® is dried at the source, it also helps reduce the ecological footprint of our food system. Jackfruit production has a much lower environmental impact than meat production and other plant-based ingredients, making PrimeJack® a sustainable choice.

  • Mix meat with plant-based, and the hardened carnivore won't know what they're missing.

    Meat substitutes are the most popular among flexitarians. They see the plant-based alternatives mainly as convenient, even though the taste often leaves much to be desired. Why don’t producers focus more on combining meat with plant-based options? Printed in Financieel Dagblad on 20 sept 08:00 Written by: Daan Remarque, a psychologist and communications strategist. fork with world on it in the shape of a meatball I’m a foodie, so meat substitutes aren’t at the top of my list. But the other week, I thought I’d give it another try. It was manageable, though I could taste a lot of artificial and tricky ingredients. Suddenly, our dog was sitting next to me, making noises: 'Give me some too.' A Beyond Meat dog? For climate and the environment, it would be better if we ate less meat, but it’s so delicious, and we’re so used to it. About 5% of the Dutch population is vegetarian or vegan, and this number has been stable for years. More vegetarians are unlikely, but also not necessary. The biggest gains can be achieved if that 95% reduces their intake of animal proteins. Researchers from Wageningen asked people about reducing meat consumption. About 50% aren’t interested (yet), but 30% are planning to do so. When asked how, they mention smaller portions, replacing red meat with white meat, or meals with legumes, nuts, seeds, and mushrooms. Notably absent from their responses was the plant-based meat substitute. This surprised researchers Muriel Verain and Hans Dagevos. Are meat substitutes not an accessible way to reduce meat consumption? Certainly, but it’s never the case that you’re really craving it. You have to sacrifice ‘mmm, tasty,’ and that’s something only a small group of meat-eaters is willing to do. How small? The market share of meat substitutes is around 5%. Risk of "I don't like this The researchers from Wageningen examined who actually finds meat alternatives popular: ambitious flexitarians. According to research by Unilever, the average Dutch person has about seven dishes in mind that they prepare week in and week out. Most home cooks are, therefore, creatures of habit. Guaranteed success is more important than surprise. They rarely cook from recipes: there is too much hassle with exotic ingredients and unfamiliar preparations and too much risk of failure or ‘lussikniet’ (a colloquial term for a cooking failure). If there are two meatless dishes in your regular rotation, you’re a light flexitarian. If you’re more ambitious than that—wanting to eat meat only one or two days a week—you’ll encounter a problem. You don’t know enough meatless dishes if you’re used to cooking with meat. You’ll have to learn to cook new successful meatless dishes (changing habits and taking risks, so it’s difficult) or substitute meat in your familiar dishes (maintaining habits, so it’s easy). And that’s how the ambitious flexitarian ends up with plant-based substitutes. With mixed feelings, that is, because it’s almost as expensive as meat, and the die-hard meat eater (often a male) continues to mumble with a full mouth that real meat tastes better. Culinary professionals actually agree with the complainer: they prefer to cook with vegetables, legumes, and nuts. The unappetizing ingredient list doesn’t help either. The same goes for the plant-based frikandel: you really don’t want to know what’s in it. Real Breakthrough A pleasant standout in the land of meat substitutes is the vegetarian bitterball. At a reception, someone said to the waiter, 'Excuse me, those two bowls of bitterballs were delicious, but which one was the vegetarian?' The response: 'Both, sir.' One in four bitterballs in the hospitality and food service industry is now plant-based, so that’s progressing quite rapidly. What can we conclude from this? Meat substitutes are not made for vegetarians (their dishes rarely contain a meat component that needs to be replaced), but for meat-eaters. Animal meat remains the reference point. Meat substitutes are not eaten because they are so delicious, but for convenience. Supply creates demand, even though people often think it’s the other way around. There is not little demand for vegetarian pâté; there is little demand for bad vegetarian pâté with dubious ingredients. Among the masses, ego takes precedence over eco. Once essential characteristics like price, preparation, texture, and taste (ego) are comparable, people will easily switch to plant-based options, as then sustainability (eco) is a nice bonus. Most people have good intentions and are trend-sensitive. Consider the plant-based bitterball and, for example, the success of oat milk in coffee. The taste and texture of meat substitutes are gradually improving, but a real breakthrough lies in the insight from point 1 above: if you’re not making it for vegetarians, it doesn’t have to be vegetarian. Minced meat is by far the most consumed type of meat. Mix animal and plant-based, and you easily create a tasty product. Lidl recently introduced 60/40 minced meat. The new half-and-half, so to speak. This makes reducing meat consumption much easier and more appealing. If you conceal the plant-based portion, the carnivorous grouch won’t know what he’s missing. Daan Remarque is a psychologist and communications strategist. Read the full article: https://fd.nl/samenleving/1531710/maak-vleesvervangers-aantrekkelijker-en-je-zult-zien-dat-mensen-eco-wel-boven-ego-stellen?utm_medium=social&utm_source=app&utm_campaign=earned&utm_content=20240920&utm_term=app-ios&gift=aMyOW

  • Thank you for collaborating with PrimeJack® in 2024

    We look forward to building a more plant-based future together with you. But first, let's wrap up 2024 with a few highlights. PrimeJack® inspired the industry Over 25 companies worked on 50 hybrid meat products with PrimeJack ® . These innovations resulted in an average CO2 reduction of 25% per product and improved the Nutri-Score by 1 or even 2 points. This made healthier and more sustainable food choices more accessible than ever. Hybrid meat, 70% beef & 30% PrimeJack® Plant-based fibers in the media Interest in plant-based fibers is growing, and we are proud to be part of this movement. In 2024, together with renowned players like The Green Queen , CNN , Plant Fwd, Tomorrow's Bites, BNR , RVO, Foodvalley, and BOM, we reached more people than ever to promote the role of plant-based fibers for health, sustainability, and innovation. Young jackfruit: a versatile and sustainable plant-based ingredient. Developing knowledge for the future Anne Swinkels, who previously interned at our factory in Uganda, started a PhD at Wageningen University this year, supported and supervised by Professor Atze Jan van der Goot and Professor Maarten Schutyser. Her research focuses on optimizing the drying process of young jackfruit to unlock its full potential as a sustainable ingredient for the food industry and a plant-based future. Focus on women In 2024, 39% of our small farmers were women, a significant increase from 29% in 2023. We are doing everything we can to achieve our goal of 50% female farmers by the end of 2025. PrimeJack® in the supermarket Innovations like hybrid meat take time. The first steps were taken in 2024, and we are excited to announce that the first hybrid meat products with our 100% natural PrimeJack® will hit the consumer market by the end of the year. Additionally, we are proud of several successful vega(n) products with PrimeJack® that appeared in supermarkets in the Netherlands like AH and Jumbo and top brands like Mora and HAK this year. Strengthening our social impact In 2024, we started projects with development partners GIZ, SPVO, and TechnoServe to strengthen our social impact and work more closely with our farming communities. Our goal is to build a robust ecosystem that benefits the entire farming family. Proving our CO2 impact This year, we completed our LCA, demonstrating our impressive carbon footprint of just 0.34 kg CO₂ per kilo and supporting our strategy to become carbon neutral by 2026. Overview of our LCA Protecting innovation This year, we achieved our first success in our patent strategy. The patent for the PrimeJack® product in the Netherlands will be published in March '25, and the extension to international recognition has been filed. This establishes and secures the unique character of our product and paves the way for future innovations. Financing growth We recently successfully completed our seed round with renowned investors such as PeakBridge, 98 Sparks, Swerte, VP Capital, BOM, and Blossoms Ventures Syndicate. This has laid a solid foundation for the next growth phase in 2025. True wealth in connection Beyond all these highlights, the true wealth lies in the inspiring conversations and new collaborations with passionate individuals like you. Thank you for being part of our shared mission and for being a pioneer on the path to a more balanced world. We look forward to taking even greater steps together with you in 2025. Enjoy our PrimeJack® blended meat

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