Green Protein Alliance

About Green Protein Alliance

Green Protein Alliance (GPA) is a Dutch alliance that helps food providers grow plant-based sales and accelerate the protein transition. It works with retailers, foodservice companies, and other food-sector actors to make plant-based choices more common and to support healthier, more sustainable consumption patterns.

Founded in 2016, GPA positions itself as a practical knowledge partner for companies that want to shift from animal-based toward plant-based protein sales. Its approach combines measurement, behavioral change, and public representation so members can set goals, understand their current protein mix, and take concrete steps toward change.

Core Values

• Plant-based growth: GPA’s core belief is that the food system can grow commercially while shifting toward more plant-based consumption and less animal-based consumption.
• Measurable progress: The organization emphasizes that change should be tracked, benchmarked, and reported so companies can set realistic targets and see whether they are moving in the right direction.
• Practical collaboration: GPA works through partnerships, shared learning, and sector-wide coordination, reflecting a belief that the protein transition is best advanced collectively.
• Health and sustainability: Its mission links healthier consumer choices with a more sustainable food system, and it frames the protein transition as beneficial for both people and the environment.

Unique Aspects

• Specialized protein-transition alliance: GPA is not a single brand or supplier, but a sector alliance focused specifically on making the protein transition measurable and actionable for food providers.
• Eiweet / Protein Tracker methodology: It developed a harmonized monitoring method for protein sales that is used in Dutch retail and foodservice and is being rolled out internationally as The Protein Tracker.
• National influence: GPA says its work helped put the protein transition on the agenda and contributed to the Dutch government adopting a plant-based protein target for 2030.
• Cross-sector pilots and activations: The organization has supported pilots and campaigns with supermarkets, foodservice, restaurants, and initiatives such as BEANMEAL and Het Nieuwe Nassen, showing reach across multiple parts of the food environment.
• Member network and public status: GPA operates as an ANBI-recognized organization and describes itself as a clubhouse for companies and experts working on the protein transition.