ProPOTATO

proPOTATO: Potato proteins - Challenges and Industrial Possibilities

Europe and in particular Denmark has a considerable potato starch industry. Potato protein is a side-stream or by-product of this process. Currently, most potato protein ends in animal feed due to toxic substances naturally in potato but harmful for human consumption (e.g. the ‘green’ parts of the potato). Extracting the protein so that these toxins are excluded is currently costly and complicated. The market demand for protein, however, has been rising steadily in the past decade. Given the trend of healthy and sustainable consumption, consumers are nowadays more interested in reducing their animal protein intake and adopt a more plant-based diet. In the light of this new potential consumer group and emerging market opportunity, Innovation Fund Denmark funds the project proPOTATO in order to identify how to most effectively extract and characterize potato protein functionalities, with the aim of developing new ingredients and consumer-oriented marketing strategies.

The project started in March 2016 and runs unto 2021. It is a collaboration between Aarhus University, Copenhagen University, Kartoffelmelcentralen KMC, AKV Langholt and DuPont Nutrition Biosciences ApS.

Associate Professor Jessica Aschemann-Witzel and Assistant Professor Anne Odile Peschel are representing the MAPP Centre in the project with the objective to identify relevant consumer groups and marketing possibilities of products containing potato protein.

So far, one comprehensive qualitative experimental study and three online experiments have been conducted. First analysis of the qualitative study focused on consumers’ categorization and perception of ingredients of plant-based foods as part of the ‘clean label’ trend. Findings show that potato protein is perceived favorably, understood as providing texture, and categorized jointly with the ingredients that are regarded as ‘known, natural, healthy’. For more information

Results from the first online experiment show that consumers prefer organic or healthier products to purely plant-based product. Regarding communication of plant-based food products as merely plant-based, local or ‘based on a by-product allowing reduction of food waste’, consumers did not show a preference for communication in healthy product categories. However, when choosing an unhealthy food, the product presented as ‘based on a by-product allowing to reduce food waste’ was preferred. For more information

Current analysis of the data focuses on the activation of cognitive structures in response to different framings of plant-based food products and the role of price perception in choosing different plant-based food products.

 

For more info on the project partners see:

http://innovationsfonden.dk/da/case/kartofler-som-et-baeredygtigt-alternativ-til-animalsk-protein

(in Danish)