There’s a common misconception in the alternative protein space that continues to hold back innovation: the idea that conventional and alternative products are direct competitors. In general, the idea that consumers are dropping conventional milk for soy milk, or eschewing chicken in favor of plant-based nuggets just isn’t reflected in the data. More often then not, consumers buy both conventional proteins and alternative proteins, often at the same time. Acknowledging this, we have a lot of conviction that the future of alt-proteins writ large offers a lot of opportunities for conventional protein producers as well.
Michael Hampson, CEO of Norco Cooperative Ltd., agrees. Since taking over leadership at one of Australia’s largest, farmer-owned dairy coops, he’s helped lead a change journey that has led recently to a new partnership with Eden Brew, which created a precision-fermented milk alternative that can be produced in conventional dairy facilities.

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