The ‘alternative protein’ sector covers plant-based protein, cultured meat, precision fermentation and other sources. It claims to be more sustainable than meat/dairy/egg production, with a generational and demographic dietary shift towards alternative proteins already beginning. A high proportion of UK farmland is currently used for either forage or feed production, so any significant reduction in poultry and livestock numbers will have a major knock-on impact on land-use. Are the agricultural sector, and allied industries, ready for this? Is this a blind-spot for regenerative agriculture?