Green Boy Group invests in Fudi Protein to scale alfalfa-derived RuBisCO ingredient

Green Boy Group has led an early-stage investment in Fudi Protein, backing a new approach to producing plant-based protein from alfalfa as demand grows for high-functionality, cost-competitive alternatives.

• Green Boy Group has led an early-stage investment in Fudi Protein to support development of alfalfa-derived RuBisCO protein.
• Fudi Protein has developed a proprietary extraction process designed to enable cost-effective production at scale.
• RuBisCO protein offers a near complete amino acid profile and functionality across dairy, beverage, and baking applications.

Fudi Protein, founded in 2025, focuses on extracting RuBisCO protein from alfalfa, a crop widely recognized for its high protein content. The ingredient has been developed to deliver strong functionality across a range of food applications, including dairy alternatives, protein beverages, and egg replacement in baking.

RuBisCO protein has attracted attention in the plant-based sector for its nutritional and functional profile. According to the company, it offers a near complete PDCAAS score of up to 1.0, alongside a neutral taste and white color, characteristics that can simplify formulation compared to other plant proteins.

Central to Fudi Protein’s approach is a proprietary extraction process designed to make production economically viable. The company has built its model around localized processing, harvesting and processing alfalfa close to where it is grown. This allows high-value byproducts to be returned to farmers, rather than relying on secondary markets to maintain profitability.

The model contrasts with more established plant protein supply chains such as yellow pea or rice, where co-products like starch and fiber must be sold at specific price points to support overall economics. Fudi Protein has emphasized that its decentralized processing approach is intended to improve both cost structure and sustainability.

Peter van Dijken, Co-Founder & Owner of Green Boy Group, said, “Our investment in Fudi Protein reflects our commitment to advancing the next generation of plant-based proteins. RuBisCO protein is the holy grail amongst the proteins and enters the market at a time when consumer interest in protein is skyrocketing, driven in large part by the rise of GLP-1 users whose diets are shifting toward higher protein and fiber intake. A complete and sustainable RuBisCO protein that can rival dairy and animal proteins in both price and functionality would be a game-changer.”

Green Boy, a global supplier of plant-based, non-GMO, and organic ingredients, said the investment aligned with its broader strategy to expand its portfolio of next-generation proteins and support innovations that can scale within existing food systems.

Frederik Otten, Co-Founder and Owner of Green Boy Group, said, “Alfalfa is a highly promising protein source. Fudi Protein holds the key to unlocking its potential and bringing RuBisCO protein to market at scale. We look forward to supporting Udi and his team through our resources, market knowledge, and international network. This innovation fits well within our long-term strategy and in our global distribution portfolio as it moves toward B2B commercialization.”

Fudi Protein is led by Udi Lazimy, who has more than 25 years of experience in alternative proteins and agrifood systems. The company is focused on bringing its ingredient to commercial scale, with Green Boy expected to support market access and distribution as development progresses.

Green Boy, founded in 2016, operates globally with offices in Los Angeles, Chicago, Amsterdam, Hong Kong, and Sydney, supplying plant-based ingredients to food manufacturers worldwide.

(Main photo shows Peter van Dijken, Co-Founder & Owner of Green Boy Group)