Can a traditional meat company help lead the protein transition? At Van Loon Group, Jan Willem Smits is showing how. As Head of Business Development, he helps steer the family-owned company — comprising nine innovative producers of meat and convenience products — toward a more future-proof protein portfolio. With over twenty years of experience in FMCG, Jan Willem combines deep market insight with a clear strategic lens on the rapidly evolving protein landscape.

He drives the development and commercialization of hybrid meat solutions, guiding initiatives from initial idea to market-ready concepts. By connecting trusted meat products with more sustainable alternatives, Van Loon Group takes a pragmatic role in accelerating change. Evolution, not disruption. Collaboration across the value chain — from farmers and suppliers to retail and foodservice partners — is central to that approach. Grounded in consumer behavior and market dynamics, he ensures innovations are not only more sustainable, but commercially viable and aligned with real-world demand.