Background Avebe
Avebe fills the gap in the meat substitutes market
Coöperatie Avebe is strongly committed to improving the value of the potato. The processor of starch potatoes sees opportunities in the market for meat substitutes, among other things. Other possibilities are also seized with both hands, such as a product that makes ice melt less quickly.
"By responding to trends in the market and developing new products for this, we get more value from the potato. In this way we want to continue to guarantee a good income for our members. Avebe is therefore no longer focusing on growth in volume, but in value," says Gerard ten Bolscher, managing director R&D and Innovation of the cooperative.
New location
Sales, Marketing and R&D have been located at a new location since last year. All the research takes place there. In the modern-looking building, which consciously resembles a potato shed, research is being conducted into the use of potato ingredients in products such as bread, meat substitutes and cheese. But also for use in industrial products such as tile adhesive.
In the market for meat substitutes in particular, there is still a lot to gain for the company. "The majority of meat substitutes are currently made on the basis of soybeans and other grains. But that causes all kinds of problems. The protein in grains, for example, is less suitable for use in meat substitutes, because it is not as soluble in water as compared to protein from potatoes," says Marc Laus, R&D manager Application Development Center.
Avebe's research focuses on healthy and sustainable food. For example, efforts are being made to reduce the fat content in products, while the protein and fiber content can be increased with Avebe ingredients. Products that Avebe is working on include an ingredient that can be added to ice cream, so that it melts much less quickly.
"Certainly in warm countries, this is a major advantage," says Zhenghong Chen, Director Customer & Application Response Center. A burger and bread have also been developed in which the main ingredient are potato ingredients. The bread contains no grain, making it gluten-free, while it is very similar in taste and structure to bread.
New markets
The new strategic course also has an influence on growers. For example, efforts are being made to improve the traceability of the potatoes, but also to reduce the use of crop protection products. This can be done by introducing new varieties. However, the main goal in variety breeding by the subsidiary Averis is to increase the protein and starch content and decrease the water content.
"The development of new products is often viewed with skepticism. Our Solanic (potato protein) product was also viewed that way at first. But we notice that our partly patented products do provide added value," says Laus. Avebe is in a somewhat luxurious position in this respect. The company is by far the largest player in the global potato starch market. Whether Avebe is also a price setter and can charge the top price for the products depends on these products, the customers and market conditions.
Market-oriented development
Searching for new markets by innovating is important. For example, the paper market, in which Avebe is also active, is shrinking. "Avebe is becoming increasingly market-oriented, so the value of the potato for arable farmers comes more and more from innovation projects," says Ten Bolscher. "This also spreads risk in our sales."
Anne-Jan Doorn
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