Recently, I read Sina Salim’s thoughtful column on EiwitTrends.nl, reflecting on his journey into the plant-based world after listening to the Studio Foodlog podcast. His reflections on the challenges facing the meat alternatives market were sharp and timely. I appreciate Sina’s realism, and like him, I see that overly optimistic market forecasts have not always come true. However, I would like to offer a friendly yet firm counterpoint to some of his conclusions.

First, a factual correction: TOP BV is very much alive, and continues to play a strong role in plant-based new product development (NPD) and process engineering. And yes, I myself am still actively engaged in the world of plant-based proteins — both as an advisor and as a technologist.

More importantly, Ojah is not struggling with identity, as the column seems to suggest. On the contrary, Ojah is an ingredients company — and a very successful one. Founded in the Netherlands in 2009 (not 2019, by the way), Ojah has grown into a powerhouse in textured plant proteins. Its success demonstrates that plant-based protein innovation in the Netherlands thrives when it focuses on B2B, not B2C.

The Netherlands is a country of machine builders and systems thinkers. Just as ASML makes the machines that make the chips, Dutch companies like Ojah, Meatless (founded by Jos Hugense), and Dutch Structuring Technologies (DST)build the structures that enable others to create compelling plant-based foods. These aren’t consumer brands shouting for shelf space. These are silent enablers — and their impact is enormous.

I agree wholeheartedly with Sina that the future of plant-based protein does not lie in building overpriced consumer brands with unrealistic margins. Instead, it lies in functionality, scalability, and smart partnerships. The companies that will win in this space are those that offer solutions — not slogans.

Let me outline where I believe the real opportunities still lie:

1. Protein fractionation facilities in the Netherlands for faba beans, lupins, and other European-grown pulses. These are urgently needed to reduce reliance on soy and to create a European protein ecosystem.
2. Unique textured vegetable proteins (TVPs) — not just TVPs for the sake of it, but textured matrices with clean labels, functional properties, and tunable textures for different applications (fish, meat, hybrid, etc.).
3. Product development as a service — just like the semiconductor world relies on fabless design houses, the food world will increasingly depend on agile NPD firms that co-create with clients. TOP BV, for example, offers this kind of value daily.
4. Shelf-life extension and food safety for plant-based meat and fish analogues — a topic too often ignored, but critical if we want these products to go mainstream, especially in retail and foodservice.

Finally, I want to echo the optimism that lies beneath Sina’s realism. Yes, the market has slowed. But that is not the same as failure. The plant-based sector is maturing, and that maturity brings focus. The future is not about making the next Impossible or Beyond clone. It’s about building robust, scalable, and sustainable supply chains of functional ingredients — and this is where the Netherlands shines.

So thank you, Sina, for your reflections. And yes — please do keep listening to Studio Foodlog. The conversation is just getting started.