In this episode, I sit down with Jan Wilmking of Project Eaden, a start-up focused on producing plant-based meats that win through "performance on the plate and palate".

Jan shares his personal journey and background that led him to this, his latest venture. His story is full of fascinating vignettes and insights: for instance, his great-grandfather invented and successfully commercialized the mouse-trap, which introduced Jan to entrepreneurship.

From 20min onwards, we focus on Project Eaden and dive deep: We discuss the vital importance of the first bite and chew for customer adoption.

We discuss Project Eaden's fibre-based approach to create a texture that is similar muscle and how technology from the textile industry can be usefully applied here.

We talk about the expected growth in meat consumption worldwide over the next two decades through a growing global middle class (+70% growth expected) and how we need to address the meat-eating customer to reduce emissions from cows (vs. focusing on the vegan/ vegetarian market).

Join me for this open exchange with Jan Wilmking and his biggest goals in work and life.