The Protein Shift: What Meat Leaders Are Really Thinking
“This is broader than I expected.”
That’s the response we’ve heard most since publishing The Protein Shift: What It Means for Meat.
It’s not a niche look at alt protein. It’s a systems-focused snapshot of how the landscape is changing - and how meat businesses can lead the transition.
The report brings together voices from across the sector, including farmers, food brands and innovators. You’ll find perspectives from regenerative beef and sheep producers alongside practical insights for commercial, sustainability and innovation teams.
It names the pressures clearly - without hype:
Pressure to diversify protein portfolios
Pressure from retailers and regulators
Internal pressure to align commercial and sustainability goals/
It’s designed to reflect the conversations already happening in boardrooms, farm offices and product teams - not to add noise, but to help navigate what’s next.
What this report could do for a meat business:
Help kickstart a strategic conversation across sustainability, commercial, innovation and comms teams
Give internal changemakers external validation to drive progress
Signal what your peers are doing
Offer fresh R&D and marketing angles without falling into the ‘plant-based vs meat’ trap
Show the value of working with Future Food Movement as a capability-building partner.