Disruptive innovation for disrupted consumers, accelerated population growth, climate change, exosystem degradation, energy- water- and land scarcity are making today's food production increasingly unsustainable. Plant protein is one of the options going forward to build solid nutritional food solutions. There is a socio-demographic evolution ongoing of the family structure, higher education of women and most importantly the onslaught of diet-related diseases. The food landscape will substantially change and for the legacy food companies a fundamental shift is needed to survive in an effort to stop consumers from walking away from the most iconic food brands. Henk Hoogenkamp describes these many inter-connected variables in a charismatic fashion showing his lifelong true passion to make food healthier and more affordable.