Jeroen Willemsen (47, hard core flexitarian) is named ‘the Green Protein Commissioner of The Netherlands’. When and where he can, Jeroen helps start-ups, corporates, investors and governments to profit from plant proteins. With his in-dept knowledge, experience and enthusiastic way of presenting, he is a much sought-after speaker/moderator at (food) sustainability events. Jeroen gained recognition as co-founder of Ojah, introducing of a whole new generation of ‘meat successors’ back in 2009. After accompanying the start-up to a successful scale-up, he initiated the Green Protein Alliance, a worldwide unique platform in which retailers, producers and NGO’s join forces to restore a healthy protein balance in our diet. At The Protein Cluster, a part of Food Valley in Wageningen, Jeroen supports young and settled companies to accelerate their route to the market.