In order to enable our customers to differentiate themselves and help fulfil the protein needs of future generations, METRO will contribute to the innovation and transformation of the use of conscious proteins. For METRO, conscious protein means a diverse source of protein i.e. conventional proteins obtained from animals raised to e.g. high welfare standards or with reduced environmental impact as well as alternative proteins including insects, plant-based and cell grown. We will partner with relevant stakeholders and use the latest scientific knowledge to understand what a diverse balance of proteins looks like from production through to the plate.