Flavors and nutritional solutions leader Givaudan and Moonshot Pirates, a movement connecting young innovators and changemakers, have joined forces to launch “Shape the Future,” an alternative protein challenge for Gen Z (young people aged 15 to 24).
The collaborative initiative challenges this generation to propose affordable, nutritious, and convenient food solutions that contribute to a healthier and more sustainable food system.
Specifically, participants are encouraged to develop innovative alternative protein solutions, including concepts that do not mimic meat, fish, or dairy products. “Let’s move beyond copying meat, fish, or dairy. How can we use alternative proteins in new and exciting ways to promote health, wellness, and sustainability? Moonshoot Pirates says on its website.
“We eagerly anticipate igniting fresh and creative ideas”
Flavio Garofalo, Growth Platform Director of Culinary & Plant Attitude, Givaudan Taste & Wellbeing, commented, “We are thrilled to collaborate with young leaders globally to drive alternative protein innovations that challenge conventional norms and deliver unforgettable, multi-sensory food experiences.
“We eagerly anticipate igniting fresh and creative ideas, ultimately inspiring and co-creating the next generation of delicious consumer products centered around alternative proteins with our customers.”
Fresh perspectives
Approximately 1,000 young innovators worldwide have applied to participate in the challenge. Finalists will be able to present their ideas in a live-streamed virtual pitch to a jury of experts on January 9, 2025. Winners will be invited to visit MISTA in San Francisco, an innovation platform in the food industry that visit will provide them with insights into alternative protein development and optimization.
Meanwhile, Givaudan will provide expert mentors and explore scaling opportunities for promising product innovations emerging from the challenge. In April, the company announced the finalists of another initiative, Plant Attitude Challenge, where five startups — Eat Typcal (Brazil), Meatless Kingdom (Indonesia), Eternal (US), Juicy Marbles (Slovenia), and BVeg Foods (India) — pitched their ideas to reduce the costs of alt-protein recipes by 20%.
“These young, digital natives are passionate about sustainability and the future”
Overall, the collaboration seeks to drive change by incorporating fresh perspectives from younger generations passionate about sustainability and future food systems. Moonshot Pirates is an initiative empowering Gen Z changemakers to solve global challenges with a large community and network of expert mentors. They connect young innovators with resources and opportunities through strategic partnerships.
Aneta Londa, co-founder of Moonshot Pirates, commented, “Over the years, we’ve witnessed how collaborating with the next generation of innovators brings in fresh ideas and unique perspectives that can truly drive change. These young, digital natives are passionate about sustainability and the future, so it’s exciting to see companies like Givaudan appreciate the value of these partnerships.”
