As part of the transition to a fully biobased economy, WUR calls for a new focus on production and consumption. We envision a future in which protein production will need to be sustainable, affordable and healthy. Purposeful combinations of plants, animals, and microorganisms from land and sea will be tailored to local conditions, even where resources are scarce. Global consumption patterns will shift to a more diverse and equitably shared portfolio of sources. Breakthrough innovations, societal shifts, and supportive regulatory changes are therefore required.