The transparency mandate

Leading food and ingredient manufacturers necessarily prioritize taste, nutrition, and sustainability when developing and launching products. Transparency, however, is an increasingly critical factor that can be overlooked or deprioritized. However, managed correctly, transparency can be a powerful unlock, leading the way to long-term, loyal customers and robust sales. On the other hand, lack of transparency can invite a host of time-consuming and expensive problems.

Clear labeling is a start, but the strongest manufacturers think about transparency all along the value chain. It is a cornerstone of their operational strategy as well as an internal and external messaging mandate. These companies avoid even a hint of greenwashing in favor of explaining exactly how their products and processes align with health and sustainability objectives. And they ensure that their claims can withstand intense scrutiny, often by leveraging third-party certifications.

Alternative protein companies – especially those using complex technologies to create end products and ingredients – understandably attract lots of questions from consumers. Many people considering an alternative protein option want to know exactly what it is, how it’s made, and that the ingredients are safe. This can be a curious reality for manufacturers, when millions of consumers simultaneously fail to question long-established, unhealthy, opaque options that are entrenched on grocers’ shelves. The truth is, though, that most alternative proteins are new to consumers and will be treated as such before they can become household staples.

Transparency is a chance to build engaged loyalists. It is not a burden of risk mitigation

It’s imperative, therefore, that alternative protein companies embrace transparency. Even one company’s missteps in this area could change public perception of the entire sector. Yet it can be daunting to explain alternative protein technologies in layman’s terms while helping people to also realize the benefits of those technologies. But putting the proper effort into being as transparent as possible can stave off everything from damaging social media posts to lawsuits. Consumers can spot insincerity
and subterfuge a mile away, and they will call out even small infractions as signs that a manufacturer is untrustworthy.

This does not mean alternative protein companies need to use confusing technical jargon or bring customers along for a deep dive into their operations. Instead, it means meeting customers with straightforward, accurate, and accessible information that allows them to make informed choices. Transparency is a chance to build engaged loyalists. It is not a burden of risk mitigation. When companies realize the benefits of being completely open and honest, they open the door to success.

Alternative proteins present a viable solution to many of the negative externalities of conventional food production, including environmental degradation and reduced food security. The sector is, therefore, starting from a position of strength. So, the challenge lies in being able to meaningfully tell the story with a relatable and compelling narrative that resonates with consumers. Rather than trying to obscure processes and ingredients, companies can embrace the fantastic opportunity to demystify them. Education is a direct and effective path to transparency.

Using labels, websites, social media, traditional media, and partnerships, alternative protein companies can turn education into a powerful tool in changing consumer perception. Companies sharing the same mission can collaborate to determine how best to explain their groundbreaking technologies. It’s important to note that collaboration does not require sharing IP or trade secrets. It simply means that companies recognize the power of working together to create a competitive edge for the sector. These efforts can involve emerging companies, large corporates, trade groups, nonprofits, academic institutions, and/or government entities uniting to develop standards around nomenclature, messaging, and best practices. Although some of that work is being done today, much of it is still in its infancy and somewhat siloed.

Alternative protein companies that lead in transparency will foster ongoing trust with consumers. When these manufacturers view clear and direct communication as a mandate, alternative proteins can gain a significant market advantage. By combining a formidable approach of sector-wide collaboration and engaging education, widespread consumer enthusiasm for alternative proteins can become the norm.

Laine Clark is Senior Corporate Engagement Manager, Innovation at The Good Food Institute, the international nonprofit working to shift the global food system to options that are better for the planet, people, and animals. This article is republished from the Q1 2025 edition of Protein Production Technology International, the industry's leading resource for alternative proteins. To subscribe to all future editions, please click here