Mr. Xue leads also co-founded China Plant Based Foods Alliance (CPBFA), one of the first organization to represent alternative protein sector in China, back by State Food and Nutrition Consultant Committee (SFNCC) and numerous Government organizations in China.
Being the leading think tank with policy influencing capacity across the region, CPBFA has excellent relationships with regulators, entrepreneurs, food innovation/ R&D, leading journalists and investors
In his role at CPBFA, he developed a keen eye for emerging science with applications in alternative protein FMCGs – working with University academics, technology entrepreneurs help new food start-ups and national brands alike to create new food, beverage and snacking experiences with alternative protein sources.
He has a particular interest in the factors that influence consumer attitudes towards emerging protein sources and seeks to influence policy in relation to the sustainable production and consumption of food. He is a regular speaker in Food, Agriculture and Tech conferences.