Belgian Francqui Chair
Professor dr. ir. Wim Verbeke

A quarter century of protein transition: insights from agri-food marketing and consumer research

The much-discussed protein transition was initiated 25 years ago and the call to shift gears resonates louder today than ever before. In his inaugural lecture, Wim Verbeke provides a view from the perspective of agri-food marketing and consumer research on the choices made, the evolution of the research themes and agenda, the insights gained and the new questions that arise about the protein transition. These include the rise of flexitarianism, the introduction and acceptance of alternative protein sources such as insects, microalgae or cultured meat, and diversity among consumers