On World Food Day, the EU-funded Sustain-a-bite project launched its first consumer campaign, #BehindEveryBite, across Europe. The initiative encourages citizens to rethink what’s on their plates, showing that healthy, affordable, and sustainable eating can also be delicious.
PLANTOMYC is proud to join this campaign, pioneering a new generation of hybrid protein ingredients that blend plant-based proteins with mycelium biomass — the root-like structure of fungi. By combining these two natural sources, PLANTOMYC is creating healthy, sustainable, and tasty hybrid meat analogues, helping to transform the European alternative protein sector and redefine what’s possible behind every bite.
Connecting Citizens with Nutritious, Sustainable Foods
Running through October and November 2025, the #BehindEveryBite campaign connects science and daily life through a mix of digital and local activities:
– Recipe book & chef videos: showing how to cook tasty, everyday plant-based dishes.
– #BehindEveryBite on social media: influencers and contests bringing the message to younger audiences.
– Interactive stands in supermarkets and universities: the “Green Bites Team” offers practical tips on food choices, label reading, and sustainable cooking.
PLANTOMYC will actively participate in these interactive stands during November 2025, collaborating with RISE, University of Reading, Universidad de Navarra and Foodscale Hub, sharing insights into hybrid proteins and offering citizens a hands-on experience with sustainable food innovations.
Rethinking Protein for a Sustainable Future
Behind every sustainable food innovation, there’s a story of people and science working together. Global demand for protein is rising, but traditional sources — whether animal or plant-based — face environmental and functional challenges.
PLANTOMYC addresses these challenges through hybrid meat analogues, combining plant proteins (like pea protein and brewer spent grains) with mycelium to create protein-rich, eco-friendly, and appealing foods. Using minimal processing and circular bioeconomy principles, the project also upcycles food by-products, reduces waste, and ensures affordability and industrial feasibility.
From Lab to Table: Collaboration in Action
What makes PLANTOMYC unique is the collaborative spirit behind it. Researchers, industry partners, and communication experts from across Europe work together to bring lab innovations to real-world food applications. Participation in the #BehindEveryBite interactive stands exemplifies this approach, bringing science directly to citizens.
Behind Every Bite
Through #BehindEveryBite, Sustain-a-bite and PLANTOMYC:
– Showcase transparent, responsible innovation.
– Inspire citizens to rethink protein sources.
– Highlight that every ingredient, process, and bite has a story.
PLANTOMYC’s involvement emphasizes that sustainable eating is achievable, enjoyable, and scalable, one bite at a time. Behind every bite, there’s research, passion, and a commitment to a sustainable tomorrow.
