Later in the summer of 2018, Birgit Dekkers was due for a long holiday period after finishing her PhD at Wageningen University & Research. In her doctoral research, she explored the technological opportunities of plant-based proteins and developed methods for creating textures with them. Instead of going for a well-deserved break, she joined the StartLife Accelerate program, laying the foundation for Rival Foods, the company she now leads. Building upon her research, the startup offers whole-cut plant-based meat alternatives to chicken and beef.

Rival Foods crafts its products using plant-origin proteins, such as those from soybeans. Their focus is on delivering a texture, taste, and juiciness experience comparable to that of larger cuts of meat. Their patented technology, called Shear Cell, can provide a fiber-like texture similar to that of animal meat.

“Our production method uses temperature and rotation to produce a typical meat fiber texture on a unique thickness. Therefore, we can re-create chicken breast, steaks, and also smaller pieces with that fibrous texture.” ~ Birgit Dekkers

Although awareness of plant-based foods is growing, it will take more time to change consumer behavior. In recent years, some
products that have entered the market have not met the required quality standards, resulting in customer dissatisfaction. “With our technology, we can deliver products that people can enjoy without compromises, encouraging them to buy them repeatedly,” underlines Birgit.

CATERING TO THE CUSTOMERS’ NEEDS

This same drive to deliver delicious plant-based products that cater to the customers’ needs was what led Birgitto to found a company. With StartLife’s guidance, she could better refine Rival Foods’ product-market fit. “Making sure that the products we develop answer the customer demand is certainly a valuable lesson that remains relevant to me today,” she stresses.

To this extent, Rival Foods strives to deliver not only products that consumers can enjoy but that they can easily understand, avoiding lengthy ingredient lists and hard-to-read additives.

BUILDING A COMPANY

Coming from a strictly academic background, the StartLife program gave Dekkers all the essential knowledge to start and operate a company. Learning how to deal with intellectual property, as well as striking the right agreements with the university to utilize her research, are among the early lessons the Rival Foods CEO mentions.

“Most importantly, StartLife’s program was also instrumental in connecting us with the right partners. In addition, through StartLife, I had the opportunity to pitch Rival Foods to the F&A Next summit audience, which ultimately led to securing one of our investors.” ~ Birgit Dekkers

GROWING MOVEMENT

Earlier in 2025, Rival Foods raised a €10 million funding round, which is giving the company room to grow and refine its technology to lower production costs. “Our focus is now on establishing new sales channels. We aim to expand our retail presence by entering new geographies. Currently, our products are sold in the Netherlands, Germany, and the United Kingdom, but there are opportunities to expand our presence and reach more consumers,” Birgit concludes.

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