Green Protein Alliance

What Green Protein Alliance does

Green Protein Alliance (GPA) is a Dutch nonprofit alliance (ANBI status, tax number NL8574.06.267.B01) founded in 2017 and headquartered in Apeldoorn, Netherlands. The organization helps food providers — supermarkets, online retailers, foodservice companies, and restaurants — measure and grow the plant-based share of their protein sales. GPA delivers this through three interconnected pillars: Monitoring (the Eiweet Monitor methodology, which produces a nationally unique protein-sales ratio benchmark and the international Protein Tracker), Behavioral Interventions (the Gedragslab behavioral science lab, the BeanMeal consumer campaign, and the Eatertainment restaurant menu program), and Advocacy / Spokesperson activities that represent members in national media and policy forums.

Its core technology is not a software product but a codified methodology stack: the Target-Measure-Act-Reward cycle, the Eiweet measurement framework, and supporting behavioral intervention tooling. Data infrastructure for supermarket sales measurement is delivered via a partnership with Circana (formerly IRI/NielsenIQ). The Eiweet methodology was co-developed with ProVeg Nederland, and joint publication of the 2023 national supermarket baseline (39.7% plant-based versus 60.3% animal-based protein) is the most prominent demonstration of the platform.

GPA's business model is membership-based: food providers, producers, knowledge institutions, and NGOs join via individually negotiated fees, with pricing not publicly disclosed. Membership grants access to monitoring data, behavioral intervention tools, advocacy representation, and the peer network. As of the latest data, the alliance has more than 40 member organizations spanning retailers (Lidl, Hema, Picnic, Plus, Dirk), foodservice (Compass Group, BlueCity), producers (Unilever, Alpro, Bonduelle, Vivera, Schouten, Garden Gourmet), online platforms (Marley Spoon), financial institutions (Rabobank), knowledge institutions (Universiteit Utrecht, Louis Bolk), and NGOs (ProVeg, WWF, Natuur & Milieu, Voedingscentrum, Vegetariërsbond). The stated mission is to support a transition to at least 60% plant-based protein consumption in the Netherlands by 2030 without increasing total protein consumption, and the Protein Tracker methodology is being extended into other European countries.

Name

Green Protein Alliance

Legal name

Green Protein Alliance

Website

https://greenproteinalliance.nl

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Green Protein Alliance is a Dutch nonprofit membership alliance that helps supermarkets, online retailers, foodservice companies, and restaurants measure and grow plant-based protein sales through the Eiweet methodology, behavioral interventions, and collective advocacy. Its 40+ members aim for 60% plant-based protein consumption in the Netherlands by 2030.

Ownership category

akta.pro rank

Product category

Food Industry Sustainability Alliance Services

SIC

Services-Membership Organizations (8600), Food And Kindred Products (2000)

akta.pro primary industry

Plant-Based & Alternative Proteins (Packaged) (CRADAAAH)

akta.pro secondary industries

Alternative Protein Snacks, Bars & RTD Nutrition Manufacturing (AFAKAGAK), Specialty & Novel Proteins (Single-Cell Protein, Cell-Cultured/Animal-Free Proteins) (AFAJAHAL)

Keywords

• Protein transition monitoring
• Plant-based food alliance
• Food industry membership
• Behavioral food interventions
• Protein sales measurement

Headquarters

HQ city

Apeldoorn

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Membership Fees: The GPA generates revenue through membership fees paid by food providers (supermarkets, foodservice companies, online retailers, restaurants, producers) who join the alliance to gain access to monitoring data, behavioral intervention tools, advocacy representation, and the collective network of the protein transition.

Go-to-market motion3 records

Distribution channels2 records

Marketing channels5 records

Core offering

Green Protein Alliance is a nonprofit industry alliance that helps Dutch food providers (supermarkets, foodservice companies, online retailers, and producers) grow their plant-based protein sales through three pillars: standardized protein sales monitoring (Eiweet Monitor), evidence-based behavioral interventions to shift consumer choices (Gedragslab, BeanMeal, Eatertainment), and collective advocacy on the protein transition. Members gain access to a nationally unique protein sales dataset, behavioral change tools, and peer representation in national media and policy.

Product overview

Green Protein Alliance offers a unified platform for food providers to advance the plant-based protein transition, combining three interconnected service pillars: Monitoring (Eiweet Monitor and Protein Tracker for tracking protein sales ratios), Behavioral Interventions (Gedragslab, BeanMeal, and Eatertainment for influencing consumer food choices), and Advocacy (representation and knowledge sharing). The organization acts as a coordination hub connecting retailers, foodservice companies, and policymakers to achieve the national goal of 60% plant-based protein consumption by 2030.

Differentiator

Problem solved

Functional benefit

Brands

• Eiweet Monitor: Monitoring methodology developed by GPA to measure protein sales ratios between plant-based and animal-based proteins in supermarkets and food service companies.
• BeanMeal

Products and services

• Eiweet Monitor (Eiweet Methodiek) Standardized monitoring methodology and tool for measuring the total protein sales and the ratio between plant-based and animal-based proteins in supermarkets and foodservice companies. Provides the only national benchmark of the protein transition in the Netherlands and is used by members to set and track plant-based growth targets.
• Protein Tracker (international roll-out of Eiweet) International version of the Eiweet methodology, deployed with retailers and foodservice companies in various European countries to track and compare protein sales ratios across markets.
• Gedragslab (Behavioral Lab) Behavioral interventions laboratory that combines scientific knowledge and practical experience to design and test evidence-based strategies helping consumers make plant-based choices, offered to members as part of the alliance's behavioral interventions pillar.
• BeanMeal activation campaign Large-scale consumer activation campaign promoting bean-based meals as part of the protein transition, executed through the alliance's member network.
• Eatertainment program Behavioral intervention program helping restaurants plantify their menus through the Eatertainment platform and partnership with Dutch cuisine initiatives.

Quantifiable outcome

• 39.7% plant-based protein ratio measured for Dutch supermarkets in 2023 (baseline)
• +1 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• ProVeg NederlandcoreStrategic or Co-development PartnerProVeg Nederland is a key strategic partner collaborating on the Eiweet monitor, which was developed together by the GPA and ProVeg Nederland. The 2023 national supermarket measurement was published jointly by GPA and ProVeg Nederland. ProVeg provides scientific knowledge and international connections to the alliance.
• CircanacoreTechnology or IntegrationCircana (formerly IRI/NielsenIQ) provides market data and analytics services referenced on the GPA website under the monitoring pillar, supporting the Eiweet methodology with sales data from physical retailers.
• PicnicminorStrategic or Co-development PartnerThe online supermarket Picnic participates in the protein monitoring program and provides a testimonial about using the Eiweet data for sustainability tracking. Anna Krotova, Lead Sustainability at Picnic, is featured as a testimonial advocate.
• LidlcoreStrategic or Co-development PartnerLidl is one of the member retailers of the GPA and has publicly stated that the GPA is an important and inspiring knowledge partner that enables them to accelerate the transition to a more plant-based diet, making sustainable and healthy living affordable and accessible for everyone.
• HemaminorStrategic or Co-development PartnerHema participates in the protein monitoring program and applies the Eiweet data to set internal sustainability targets and guide suppliers. Annelies van Hierden, Impact Manager & Project Lead at Hema, provides a testimonial on the value of the GPA's measurement data.
• Universiteit UtrechtminorStrategic or Co-development PartnerUtrecht University is listed as a member/partner of the GPA, contributing academic expertise and research insights to the alliance's knowledge base on the protein transition.
• RabobankminorStrategic or Co-development PartnerRabobank is a member of the GPA, contributing financial and market expertise to support the protein transition and the alliance's mission.
• Compass GroupminorStrategic or Co-development PartnerCompass Group (foodservice company) is a member of the GPA, participating in the protein monitoring and behavioral intervention programs.
• BlueCity / Het Nieuwe NassenminorStrategic or Co-development PartnerBlueCity's Het Nieuwe Nassen program uses GPA insights to help chefs transition menus toward plant-based options. Jeanette Verdonk, Project Lead at Het Nieuwe Nassen/BlueCity, provides a testimonial on the value of the GPA's behavioral intervention approach.
• Voedingscentrum (Netherlands Nutrition Centre)coreStrategic or Co-development PartnerThe Voedingscentrum (Netherlands Nutrition Centre) is a member of the GPA, bringing government-adjacent nutrition expertise and policy awareness to the alliance.
• WWF NetherlandsminorStrategic or Co-development PartnerWWF Netherlands is a member of the GPA, contributing environmental and sustainability expertise to the protein transition agenda.
• Natuur & MilieuminorStrategic or Co-development PartnerNatuur & Milieu (Nature and Environment) is a member of the GPA, providing environmental NGO perspective and advocacy on sustainable food systems.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Others

• EAT Foundation: Global nonprofit focused on transforming food systems through science, policy, and partnerships (EAT-Lancet). Comparable thematically as an international protein-transition thought leader and convener, but operating at a much broader food-system level.

Direct peers

• ProVeg: International food-industry advocacy organization focused on accelerating the plant-based and alternative-protein transition. Directly comparable to GPA given ProVeg Nederland co-developed the Eiweet methodology and the 2023 national supermarket measurement was published jointly.
• Green Food Lab: Dutch cross-sector network driving food-system innovation toward plant-based and sustainable protein. Highly comparable as a Dutch advocacy coalition in the plant-based protein space, with overlapping members and event programming.
• Transitiecoalitie Voedsel: Dutch coalition focused on accelerating the food-system transition, including plant-based protein adoption. Directly comparable as a Netherlands-based multi-stakeholder alliance targeting the same protein-transition agenda and member base.

Broad incumbents

• The Good Food Institute (GFI): Global nonprofit advancing alternative proteins (plant-based, fermentation, cultivated). Comparable as a much larger incumbent in the alternative-protein advocacy space, with broader geographic and technological scope than GPA.
• Natuur & Milieu: Dutch environmental NGO advocating for sustainable food systems, including reduced animal-protein consumption. Comparable as a member of GPA's coalition and a parallel voice in protein-transition advocacy.
• Voedingscentrum (Netherlands Nutrition Centre): Government-adjacent Dutch organization providing authoritative nutrition information and dietary guidelines. Comparable as a knowledge/policy participant shaping Dutch protein-consumption norms and a GPA member.
• WWF Netherlands: Dutch arm of a major environmental NGO with a food-systems and protein-consumption agenda. Comparable as a high-profile sustainability advocate engaging Dutch food providers and policymakers on protein-related issues.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/green-protein-alliance

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Green Protein Alliance