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Protein transition 50/50 (Protein (Food (Trend (UN: no hunger, good health…

- - - - Quick cooking- fusion (Global)- processed/ cheap - convenience-carbs-lndulgent-quality-quality/handy (personalized portion)-healthy/handy
      - Convenient
      - Demographics, Behaviors, Lifestyle, Economics, Technology forces
      - UN: no hunger, good health & well-being, affordable and clean energy, life below water
        
        have a major influence on soil and water quality, land
        use, and ecosystem health and functioning, which are key environmental
        determinants of health.
    - - Cooking way?
      - % cooking / non-cooking people
  - - - factory farm: pollution
        
        efficient/ less diversity
        
        Animal right advocator
        
        65% of the world’s nitrous oxide
        18% of greenhouse gas
        35% of the world’s methane (20 times the Global Warming Potential than CO2)
    - - veggies
      - replacing animal ingredients: meat, mayonnaise
      - organic farming
    - - lab-grown meat cell
        
        Ecological problem
    - - edible percnentage is high than other animals
- - - - change mood
      - want to eat new
      - Diet
      - new belief (philosophy)
    - - theoritical knowledge
        
        relink current production system to customer
        
        How
        
        quantitive numbering / total amount
        
        ex. Google trends
        
        nutrient measuring
        
        Showing future scenario (Anab Jain)
        
        bring hope that we are not late
        
        Tangible :check:
        
        touchpoint
        
        media
        
        meat-free day
        
        school
      - experience (cooking & tasting)
        
        home
        
        Plant- major/ meat - topping
        
        chef
    - - No time to cook
      - cafeteria (working, waiting meeting, restaurant, school, airplane)
      - parents
    - - time/economy (efficiency) -> social & health
  - - - impossible food
      - the dutch seaweed burger
- - - - too much depends on animal farming (import plants: soybeans to feed them)