CHIEF (Project)

About CHIEF (Project)

CHIEF is a Dutch area pilot focused on accelerating the protein transition in Altena, North Brabant. It stands for "Centrum Hulp bij Innovatie, Educatie en Fascinatie Plantaardige Eiwitten" and is presented as an initiative to inspire residents to choose plant-based foods more often for a healthier and more sustainable balance for people, animals, and the environment.

The initiative works across the local food environment, including supermarkets, school canteens, hospitality venues, sports clubs, and other community settings. Its approach combines experimentation, consumer engagement, and practical inspiration to make plant-based eating more visible, accessible, and appealing to both consumers and professionals.

Core Values

• Health: CHIEF consistently links plant-based eating to a healthier diet and a better balance of protein intake.
• Sustainability: The initiative frames plant-based choices as beneficial for the environment and as part of a more sustainable food system.
• Education: A core part of the mission is to raise awareness and improve knowledge about plant-based proteins through broad educational outreach.
• Innovation: CHIEF emphasizes innovation by involving start-ups, new product development, and practical experimentation in the market.
• Experience and enjoyment: The program aims to make plant-based food appealing through tasting, gastronomy, and positive food experiences.

Unique Aspects

• First Dutch regional pilot on plant-based proteins: CHIEF describes its Altena project as the first Dutch area pilot focused on plant-based proteins.
• Strong local ecosystem: The pilot is rooted in Altena, a municipality that is home to plant-based pioneers such as Schouten Europe and HAK, and it works with local ambassadors and community stakeholders.
• Broad public-private collaboration: The project is carried out with the Green Protein Alliance and Wageningen UR, with support from the Municipality of Altena, the Province of North Brabant, and the Regio West-Brabant.
• Multi-channel local activation: CHIEF is unusual in combining supermarket tastings, school canteen takeovers, hospitality experiments, sports settings, and farm/proof-field visits in one regional program.
• Mission-led structure: The organization is explicitly built around innovation, education, and fascination for plant-based proteins rather than around a single commercial product line.