Mosquito In The Room

Mosquito In The Room is a Belgian food-transition bureau focused on helping organizations make sustainable and healthy food choices feel natural, attractive, and doable. Founded in 2021 by Amy Verbeke and Ariane Louwaege, the company combines substantive expertise with communication, behavioral insights, and practical execution. The bureau works across the food chain, from primary production and food companies to retail, catering, healthcare, and the wider support ecosystem. Its positioning is explicitly holistic and centered on the protein transition: less animal-based, differently animal-based, and more plant-based, with an emphasis on solutions that people understand, enjoy, and can sustain in real life. Core Values Health and sustainability : The company consistently links food choices to both human health and planetary health, with a strong focus on more plant-based eating. Behavioral realism : It emphasizes choices that are not only scientifically grounded but also tasty, practical, and realistic for everyday life. Engagement and support : Mosquito In The Room values internal buy-in, stakeholder alignment, and enthusiasm as essential ingredients for lasting change. Impact through action : The bureau aims to make change concrete, measurable, and implementable rather than purely inspirational. Unique Aspects Protein-transition specialization : The company explicitly frames its work around the protein transition, covering less animal-based, differently animal-based, and more plant-based choices. Cross-chain reach : It serves a broad set of actors, including primary producers, food manufacturers, retail, catering, healthcare, and supporting organizations such as research, policy, finance, and civil society. Behavioral and communication blend : Mosquito In The Room combines content expertise with behavioral insights, storytelling, and design to make sustainable food choices more appealing and easier to adopt. Founded by two sector specialists : The bureau was created by Amy Verbeke and Ariane Louwaege, who bring stated expertise in healthcare and foodservice on one side, and agriculture, food, and retail on the other.