Consumers’ growing interest in transparency regarding protein sources has spurred action throughout the supply chain. Research from FMI and NIQ indicates that 76% of grocery shoppers prioritise transparency, while another survey by Merck Animal Health reveals similar sentiments. From production to consumption, transparency in protein encompasses various aspects, including animal welfare, sustainability, and production practices. Retailers like Whole Foods and Natural Grocers are transparent about their protein standards, while brands like Pure Prairie Poultry and Seaboard Foods emphasise transparency in their messaging. Certification programmes, QR code technology, and partnerships within the industry further enhance transparency efforts. Overall, the push for transparency underscores consumers’ desire for informed choices and ethical sourcing in the protein they consume.

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