Jessie van Hattum, a passionate advocate for a sustainable food system, graduated in Sustainable Behavior Change and has since carved out a significant role in driving the Dutch protein transition. With a background at Albert Heijn, the Netherlands' leading retailer, Jessie van Hattum worked on sustainability communication and advancing the protein transition strategy. She has since worked with many more retailers and foodservice companies. Now, as a specialist at the Green Protein Alliance, she has developed de Eiweet methodology together with ProVeg NL for food companies to measure their protein split, set protein split targets, and develop more effective strategies. As a speaker, Jessie van Hattum brings expertise and enthusiasm to the forefront of sustainability storytelling to speed up the protein transition.