Jeroen Willemsen is Lead Protein Shift at Foodvalley NL. In this position, he brings people and brands together and advises farmers, citizens, companies and politicians on smart ways to make the protein transition a success for everyone. On behalf of Foodvalley NL, he was also the initiator of the Bean Deal (part of the governments’ green deals) that was signed in the summer of 2022. He sees that the Netherlands is gradually moving towards a more plant-based future and is positive about knowledge and opportunities. “The Netherlands has a golden position as a protein country that we can use even better.”