The potential for plant-based Meat in Africa - a proposed new approach using a system design methodology

Abstract

This Thesis explores the potential application of new plant-based protein technologies to Sub-Saharan Africa. It demonstrates the use of a system design methodology to evaluate, assess and select a new approach to protein production. This is an important topic, because global protein production systems are under pressure to reduce their environmental footprint. It is an interesting topic right now, because new protein technologies are emerging which have the potential to soon disrupt industrial livestock farming. The system design approach means thinking in terms of protein production as a system consisting of individual parts (farms, value chain, retail outlets etc.) and their interactions, which together deliver value to the protein consumers. The stakeholders and users of the system are analyzed in order to understand and prioritize their needs in terms of the system goals. This approach allows us to creatively examine the individual parts for alternatives, whilst assessing expected system performance in terms of the overall value delivered over time. The Thesis focuses on Africa's fast-growing and fast-urbanizing populations with their growing demand for protein. A common operating factor is malnourished populations, due to diets based on low-quality plant sources, and existing protein production systems which are inefficient, unsustainable and harming the environment. The work thoroughly analyses published research on the technical and operational aspects of new and old protein production. Interviews were conducted with experts in both protein and Africa. The comparison of new techniques for producing proteins suggest that new plant-based methods have the most immediate potential. The proposed system is based upon three simple ideas, which together lead to an interesting outcome: -- Product Platform Architecture - firstly, a product should use a Platform Architecture in order to keep development costs low, and yet allow the product to be adapted to different local markets in Africa -- Franchise Model - the best way to achieve scale is to work with local entrepreneurs through franchising, an approach which enables allocating responsibilities and risks within the system hierarchy -- Lean Operating Model - finally, the operating entity has to be exceptionally lean by design, in order to ensure an affordable product for consumers - an idea known as a Base of the Pyramid (BOP) strategy A case study of Southern Nigeria illustrates the concept.