Godo Röben: “In Any Other Industry, the Champagne Corks Would Pop With These Figures”

Godo Röben, a key figure in the plant-based food industry in Germany, discusses the growth and potential of the market for alternative proteins. Despite positive growth trends, he notes that the industry faces criticism and resistance to change, emphasizing the need for political support to drive innovation and progress in the agricultural sector. Röben highlights successful products in the market such as plant-based steaks, spare ribs, and cream cheese varieties, but also notes challenges in the sliced cheese sector.

Röben emphasizes the importance of product quality, branding, and experienced personnel as key factors for success in the plant-based food market. He praises successful companies like Billie Green, which have created significant value in a short time, and encourages companies to target a broader market beyond young, urban demographics. Overall, Röben stresses the importance of perseverance and support from top management in navigating challenges and driving success in the rapidly evolving plant-based food industry.