Green Boy Group, a global B2B supplier of plant-based, non-GMO, and organic food ingredients, has led an early-stage investment in Fudi Protein, a company developing a proprietary process to extract RuBisCO protein from alfalfa at a commercial scale. The investment further cements Green Boy Group’s position as a market leader in plant-based proteins and adds a highly differentiated ingredient to its global distribution portfolio as it moves toward B2B commercialization. Green Boy Group operates offices in Los Angeles, Chicago, Amsterdam, Hong Kong, and Sydney, and was founded in 2016 as a specialist in supplying plant-based ingredients to food manufacturers worldwide.
RuBisCO protein stands out among its plant-based peers for a combination of attributes that make it particularly attractive to food manufacturers: a near-complete PDCAAS score of up to 1.0, a white color, a clean and neutral taste, and strong functionality across a wide range of applications, including dairy substitutes, protein beverages, and egg replacement in baking. These characteristics give RuBisCO protein the potential to rival dairy and animal proteins in both performance and versatility, while offering a more sustainable and plant-derived alternative that is well-positioned to meet growing consumer and industry demand for high-quality protein ingredients.
Fudi Protein’s proprietary alfalfa extraction method enables an economically viable production process by harvesting and processing alfalfa near its fields and returning its high-value byproduct — the alfalfa itself — to local farmers. This localized and mobile processing model differentiates Fudi Protein from traditional protein crops such as yellow peas or rice, where byproducts like starches and fibers must be sold at specific price points to maintain overall profitability. The company argues this approach is not only more sustainable but also more economically resilient than conventional plant protein production models.
Founded in 2025, Fudi Protein is led by Udi Lazimy, a veteran in the plant-based food industry with over 25 years of experience in alternative proteins and agrifood systems and a strong track record of bringing novel ingredients to market. Green Boy Group’s co-founders cited the timing of the investment as particularly compelling, noting that consumer interest in protein is skyrocketing — driven in part by the rise of GLP-1 users whose diets are shifting toward higher protein and fiber intake — creating a market environment in which a complete, sustainable, and functional protein like RuBisCO could be a genuine game-changer.
KEY QUOTES:
“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.”
Peter van Dijken, Co-Founder and Owner, Green Boy Group
“Fudi Protein holds the key to unlocking its potential and bringing RuBisCO protein to market at scale. This innovation fits well within our long-term strategy and in our global distribution portfolio as it moves toward B2B commercialization.”
Frederik Otten, Co-Founder and Owner, Green Boy Group
