CHIEF wants to accelerate the protein transition for a healthy and sustainable life. CHIEF aims to raise consumer awareness by: Innovation: involving (starting) entrepreneurs of plant products Education: information and education in the broadest sense; not only young people, but also adults and professional audiences. Fascination: experience and supply in gastronomy, retail, growers, tourism. We inspire chefs to give more plant-based products the leading role on their menus. By offering them more information and inspiration, in collaboration with innovative start-ups and new product development for this segment. Seeing is understanding. Only when one can see it with one's own eyes does understanding arise. Local growers and livestock farmers are inspired to create test fields where visitors, both consumers and professionals, are welcome. Via a route or organized excursions. We help local retailers position their plant-based offering, broaden their range and communicate with customers to inspire them to buy plant-based proteins more often. The retailers offer space for experimentation and tastings on their shop floor.