The meat analogue industry is booming: with many people agreeing that the meat industry weighs heavy on our carbon footprint and with animal rights in mind, the vegetarian/vegan lifestyle is becoming increasingly popular, and meat lovers might decide upon an alternative now and then. Especially now that some substitutes are nigh indistinguishable from the real thing. Ojah in the Dutch town of Ochten is responsible for a popular brand of soy-based imitation meat, combining know-how of biomaterials with the dream of a worldwide revolution. A ‘third generation meat analogue’ is how Frank Giezen from Ojah describes their ‘Beeter’ brand. A result of three smart minds: Giezen, Wouter Jansen and Jeroen Willemsen had their background in food engineering.