Green Boy Group has led an early-stage investment in Fudi Protein, a US-based start-up producing alt-protein ingredients from alfalfa.

Founded in 2025, Fudi Protein is led by Udi Lazimy, who brings over 25 years of experience in alternative proteins and agri-food systems.

The company extracts RuBisCO (Ribulose-1,5-bisphosphate carboxylase/oxygenase), the protein found in alfalfa leaves, through a proprietary method designed to enable economically viable and sustainable protein production.

RuBisCO offers a near-complete PDCAAS score (up to 1.0), a neutral colour and taste, and strong functionality across applications including dairy alternatives, protein beverages and egg replacers.

Several other start-ups across the globe are innovating with RuBisCO protein, the world’s most abundant natural protein found in green leaves, including New Zealand’s Leaft Foods, US-based Plantible Foods and the Netherlands’ Rubisco Foods.

By harvesting and processing alfalfa near its fields, Fudi is able to return its high-value alfalfa byproduct to local farmers.

Green Boy, founded in 2016, operates from offices in the US, the Netherlands, Hong Kong and Sydney. It is a global B2B ingredients supplier, with a focus on plant-based, non-GMO and organic ingredients.

Green Boy praised Fudi’s sustainable approach and noted that its localised and mobile processing model differentiates the company those focusing on from traditional protein crops such as yellow peas or rice, where byproducts like starches and fibres must be sold at specific price points to maintain profitability.

Peter van Dikjen, co-founder and owner of Green Boy Group, said: “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 fibre intake”.

He added: “A complete and sustainable RuBisCO protein that can rival dairy and animal proteins in both price and functionality would be a game-changer”.

Frederik Otten, co-founder and owner of Green Boy Group, said that the innovation fits within the company’s long-term strategy and global distribution portfolio as it moves toward B2B commercialisation.

“We look forward to supporting Udi and his team through our resources, market knowledge and international network,” he added.