Samenvatting

The sustainable provision of enough nutritious food for a growing world population is pushing the food system towards finding new approaches to agriculture (Ockenden, et al., 2017). While the demand of animal products is rising (Armanda, Guinée, & Tukker, 2019), the negative effect on the climate, soil, and biodiversity it is predicted that there will be frequent extreme weather events, resulting in the loss of agricultural productivity (Strom, Hu, Haarith, Chen, & Bushley, 2020). As innovative solutions for the future of food are needed for fighting climate change, Air Protein companies have the potential to take a share in sustainably transitioning the food system (Specht & Crosser, 2020). Air Protein companies are producing novel food products with a superior nutritional content than plant-based products by using biomass fermentation. The production process emits a lower environmental footprint than raising livestock or plant-based alternatives such as peas or soy (Air Protein, 2019a). Therefore, biomass fermentation companies are tapping into the realm of fermentation technologies that aim to revolutionize the food system (Solar Foods, 2020). This research is aiming to find how market conditions can be shaped to successfully introduce Air Protein products in the markets of the European Union and United States of America.