The paradoxes of the protein transition maintain existing animal production and consumption systems

The shift towards reduced consumption of animal-based products, referred to as the protein transition, is increasingly viewed as an opportunity to drive sustainable food systems transformations. Here we explore three central paradoxes of the protein transition. The first underscores the focus on substituting animal proteins with alternative sources, rather than reducing overall protein consumption. The second focuses on the search for new protein sources, rather than tackling overconsumption and overproduction. The third involves the continued export of animal proteins from Europe, a practice defended under the guise of food security, efficiency and comparative advantage. These narratives dominate public discourse, justifying existing production and consumption patterns, shaping perceptions and influencing decisions and policies that impact the future direction of our food systems. Given the influence of stakeholders' narratives in the transition, we advocate for a holistic and systemic perspective that transcends isolated and quick-fix solutions to foster coherent strategies to advance the protein transition.