Green Protein Alliance

The Green Protein Alliance (GPA) focuses on balancing the consumption of plant-based and animal proteins through a unique collaboration among suppliers, producers, NGOs, and governmental entities. Membership in the GPA strengthens strategic positions and offers commercial benefits for those transitioning to more plant-based options. The GPA aims for at least 60% of all protein consumed in the Netherlands to be plant-based by 2030, maintaining overall protein consumption levels. The organization specializes in monitoring, behavioral interventions, and effective communication regarding the protein transition. It provides practical tools and insights, particularly for chefs looking to incorporate plant-based dishes into their menus. The GPA's eiweet monitoring system offers standardized insights into protein sales, enabling targeted actions and comparison among companies for a sustainable future. Lidl, recognizing the importance of the protein transition, collaborates with the GPA to promote affordable and accessible healthy lifestyles through plant-based diets. The GPA operates on a "Target – Measure – Act – Reward" methodology to help suppliers set clear goals, analyze data, identify effective strategies, and acknowledge achievements in the transition to more sustainable food systems.