Demand is growing

Health is the leading driver for consumers. As a result, $120B functional flour market grows at 6.7% CAGR, faster than 4% growth on $200B flour market.

Plant-based proteins are perceived as the healthiest ingredients (you may see your own eyes the growing demand for plant-based meat analogs).

With the growing demand for plant-based proteins there is a lesser need to use animals to make the protein. Upcycling by-products for direct human consumption could be treated as the risk mitigation strategy, combined with a step forward to the fast-growing market.