Rethink Protein Challenge (Project)
ReThink Protein Challenge is a Wageningen University & Research student innovation challenge focused on developing business ideas or prototypes that help feed a growing global population with protein in a way that is healthy, affordable, and better for the planet. It is open to students worldwide and is designed as a six-month learning journey that combines ideation, validation, and presentation. The challenge is aimed at teams that can identify a concrete market and demonstrate demand, differentiation, environmental impact, and feasibility. It supports participants who are working on new protein sources, new protein foods, or services that accelerate the protein transition, and it positions itself as both a competition and an entrepreneurship program. Core Values Sustainability : The challenge emphasizes solutions that are good for the planet and that create positive environmental impact. Health and nutrition : Entries are expected to support healthy protein provision and contribute to better food choices and nutrition. Affordability and accessibility : The challenge seeks ideas that can provide protein in a way that is affordable and relevant to real market needs. Innovation and feasibility : Solutions are judged on innovativeness, technical feasibility, scalability, and economic viability. Social impact : The program values approaches that benefit people involved in the food system and create broader social value. Unique Aspects Wageningen University & Research backing : The challenge is organized by WUR, giving it strong academic credibility in food, agriculture, and protein innovation. Cross-disciplinary support network : Teams can draw on coaches and advisors from industry and academia, including experts connected to major food and ingredient companies. Two-track competition format : Participants can compete in either ideation or prototyping, making the challenge accessible to both early-stage concepts and more developed ventures. Prize pool and professional support : Winners share a €15,000 prize pool and receive support to further develop their ideas. Protein-transition focus : The challenge is specifically centered on the protein transition, including new protein sources, alternative protein foods, and enabling services.