700204ProFitNClosedGRD Proof of MarketInnovate UKThere is increasing concern about food quality, traceability and accuracy of labelling. Consumers have the right to know what they are eating and to expect their food to be authentic. Food labelling legislation defines meat as “skeletal muscle with naturally included or attached tissue”; this definition excludes non-muscle products such as offal and blood proteins. These ingredients need to be specifically described on a product label and do not contribute to the declared meat content. It is alleged that both offal and blood proteins are added to meat products by unscrupulous producers to extend their protein/meat content, in order to increase profit. Blood proteins in the form of plasma or serum from bovine and porcine sources are waste products available in large volumes, and are also thought to be added to increase water retention. These practices are not illegal if the product is accurately labelled to reflect the true content. Current methods cannot differentiate between protein from meat and an additional adulterant (offal/blood). The NTU start-up (‘ProFitN’) has provided a solution by analysing protein markers, and indeed has uncovered evidence of both undeclared offal and added blood in commercially available meat products. The novelty of the ProFit approach is the identification of marker proteins (tissue-specific, serum-specific, species-specific), combined with the methods for enrichment, analysis and quantification of these proteins, including the availability of some unique antibody reagents produced in-house, However, before the company can be fully established it is necessary to conduct a strategic market review and develop a business plan. With funding from the TSB this work can be undertaken in a timely fashion with assistance from an external consultant.