“The most reliable way to predict the future is to create it.” – Alan Curtis Kay The alternative protein sector seems to be getting pummelled from every direction. Investment in the sector is taking a beating with the economic meltdown. Plant-based food sales, especially plant-based meat retail sales, are down, with inflation creating an additional headwind to consumer trial and acceptance. Public companies in the sector are trading at historic lows from their high-flying IPOs while suffering challenges ranging from their supply chain to quality to demand. Consumers are signalling dissatisfaction with the taste and texture of plant-based products and are questioning their nutritional benefits. It’s no wonder we are hearing phrases such as ‘queasy investors’, ‘plant-based struggles’, and ‘re-brand required’ about the current state of affairs. All this is leading people to ask whether the best days of the sector are behind us.