In 2024, Foodvalley, together with Rabobank and Interprovinciaal Eiwitoverleg, initiated the three-year initiative Plant Protein Forward (PPF). The goal of PPF is to scale and professionalise crop-specific value chain initiatives to ensure higher sales and consumption of Dutch grown plant-based proteins. Increasing the local availability, processing and consumption of plant-based proteins not only contributes to our protein self-sufficiency, but it also contributes to greenhouse gas emissions reductions, increased biodiversity, and new business opportunities for farmers and other value chain actors in the plant-based industry. Within PPF, Foodvalley puts the EAT Principle: Entrepreneuring Apart Together, into practice to ensure higher sales and consumption of Dutch grown plant-based proteins. Entrepreneuring Entrepreneurship is at the heart of PPF. Entrepreneurship by farmers, processors and other value chain actors enables and drives important innovation and collaboration needed to scale the sales and consumption of Dutch grown plant-based proteins. Apart Every crop-specific value chain initiative faces unique (and sometimes similar) challenges. Therefore, in PPF every value chain initiative is supported individually, amongst others through a dedicated value chain supporter, based on sales-related questions. Together Experiences and lessons learned are shared between and beyond participating value chain initiatives. Furthermore, workshops are organised for participating initiatives, focusing on relevant trends and on collective barriers and opportunities. Lastly, after the three years, PPF will have developed a programmatic approach on increasing the sales and consumption of Dutch grown plant-based proteins, to be shared broadly across relevant stakeholders. During the three years of this initiative, PPF aims to support at least six crop-specific value chain initiatives.