Thijs Bosch is the managing director at Cosun Protein, the Plant Protein Business Unit of Royal Cosun. He has extensive experience in the food ingredients and protein markets, including strategy development, commerce, and operational management. This experience aligns with the company’s strategic ambition to grow in the plant protein market. Under his leadership, it aims to develop a new generation of plant proteins with top quality in terms of taste, purity and solubility.
Could you provide an overview of your professional journey and elaborate your current roles and responsibilities within the organization?
My career began in strategy consulting at Bain and Company, where I spent five years working across Europe and Australia. Later on, I transitioned to Fonterra, a large dairy cooperative based in New Zealand. In Fonterra I was responsible for sales, supply chain, sourcing, and overseeing the construction of specialty dairy ingredients factories across Europe. I eventually started managing Fonterra's European business, which primarily dealt with specialty dairy ingredients.
Two years ago, I made a significant shift from dairy proteins to plant-based proteins and joined Royal Cosun as the director of Cosun Protein. This move was driven by my desire to work in a growing field with a focus on sustainability and innovation, and to fully utilize the potential of plants. I was also drawn to the cooperative structure of Cosun, which is owned by farmers.
My current objective is to fast-track and expand Cosun’s position in the plant-based protein market.
What are the major challenges prevailing in the alternative protein industry?
The plant-based and alternative protein industry is undergoing a significant reset. This sector experienced a boom with the introduction of meat and dairy alternatives about four to five years ago but is now facing a reality check. Many products that entered the market in recent years failed to deliver on taste, texture, and nutrition. They were often perceived as too processed and expensive compared to traditional meat and dairy products.
There is also the challenge of scaling new ingredients and products. Our work of cultivating and processing fava beans is an example of introducing new crops and creating new ingredients. This process is time-consuming and requires significant innovation, especially when competing with established dairy-based products that have been on the market for decades.
What are the major trends shaping the alternative protein industry?
A major trend in the food industry is the growing preference for locally sourced ingredients. This is known as 'local for local' and it reflects consumers' increasing interest in understanding the origins of their food. It prompts businesses to use ingredients that are sustainably cultivated and produced locally.
The transition from animal-based to plant-based ingredients involves considering the entire value chain, from farmers who produce the crops to retailers who play a crucial role in convincing consumers to buy these products. This comprehensive approach is also becoming a popular practice in the industry.
The transition from animal-based to plant-based ingredients involves valorizing the whole plant to be successful in the industry. This includes all parts of the plant—the protein, fiber, starch, and any co-products that might be produced
Another trend towards hybrid products, that combines animal and plant proteins, is a promising area of growth. These products have the potential to be tasty, cost-effective and more sustainable than their traditional counterparts.
Customers are increasingly seeking ‘clean’ labeled products and prefer more natural products that typically contain less processed ingredients.
Another significant trend is the need to valorize the whole plant to be successful in the industry. This means utilizing all parts of the plant—the protein, fiber, starch, and any co-products that might be produced. It would be challenging to produce sustainable and cost-competitive products without this comprehensive utilization.
What are the recent project initiatives where these trends have been implemented to achieve success?
We are focused on creating plant-based proteins that are neutral in taste, highly soluble, and nutritious. These proteins are used in a variety of products, from yogurt and cheese to sports nutrition products. These products have worked for many customers especially the ones seeking active lifestyles.
We are also working on hybrid products that include application work, trying out new recipes and working with producers. These products are also being developed to further reduce our carbon and water footprints.
One of the hybrid products that we are working on is hybrid cheese. There are many plant-based cheeses on the market that are not up to standard, either in terms of nutrition or taste. In this case, hybrid cheese is the first step towards improving these products and making them more sustainable.
We understand the consumers’ needs and focus on developing tasty, nutritious, and sustainable plant-based and hybrid proteins.
How do you envision the future of the alternative protein industry?
I envision a future for the alternative protein industry marked by significant growth potential. The various forms of alternative proteins will profoundly impact food production over the next 10 to 15 years. However, the challenges presented by the rapid pace of this transformation, particularly due to inflation have increased pressure on the affordability of food.
This growing selectivity of Consumers will propel the production of affordable protein options in the future. Multiple steps are already taken in that direction which includes working with farmers to ensure they have a sustainable earning model, valorizing all co-products in the industry, and producing high-value products.
The fierce competition with traditional industries that have been operating for many years will eventually increases collaboration and open innovation within our industry.
What would be your piece of advice to your fellow peers and upcoming professionals in this field?
I would emphasize the need for genuine collaboration within the industry, including forming partnerships across the entire value chain. Embracing disruptive technology is crucial for transforming the food system. New ideas and startups, particularly those seeking funding and looking to scale up their facilities should be encouraged.
Larger entities need to significantly invest in the industry to facilitate progress. I would advocate for the promotion and collaboration between startups and multinationals ingredient companies. These collaborations will be essential for the future of the alternative protein industry.
