WHO WE ARE
The New Protein Industry (Shanghai) Alliance
VISION
We exist as an alliance to serve the new protein industry, providing impactful resources, channels, and platforms to our members.
We believe however that our work can and should create positive impact on a broader scale in China.
By working in partnership with industry players across the entire ecosystem, we see a healthier food industry that prospers by aligning commercial need with social good.
By aligning with the government in its push to level out carbon footprint by 2030, we see
a healthier environment that sustainably supports the nation’s consumption demands.
By leading consumers to integrate new protein into what they eat, we see
a healthier diet for the world’s
largest nation.
MISSION
We exist as an alliance to serve the new protein industry, providing impactful resources, channels, and platforms to our members.
We believe however that our work can and should create positive impact on a broader scale in China.
By working in partnership with industry players across the entire ecosystem, we see a healthier food industry that prospers by aligning commercial need with social good.
GROWTH
We help our members grow their businesses in China.
We help Chinese people live fuller lives through healthier diets.
We help the government grow the nation through food security.
INCLUSION
We make healthy protein accessible and affordable to everyone.
(not just vegans)
We invite NGOs to be non-fee-paying members of the NPIA.
We offer grants to exceptional new protein startups that can’t yet afford membership fees.
SUSTAINABILITY
We advocate for New Protein as an important part of China’s more sustainable diet.
We help our members get setup for longterm success in China.
We foster global x local partnerships to unlock more sustainable local sourcing for global brands.
PARTNERS
Fully understand the customer, the market, the landscape, the challenges, and the opportunities.
NPIA keeps members on the pulse of consumer tastes and industry innovations by conducting a focused research project each quarter into what’s next for new protein.
MEET THE TEAM
Fei An
Co-Founder & CEO
Mr. Fei An is a global entrepreneur and an architect currently based in Shanghai. As CEO of the New Protein International Alliance (NPIA), Mr. Fei An oversees the strategy and operations of the platform, empowers key industry players from both traditional and novel sides to flourish the protein industry as well as transforms and builds an ecosystem together with a forward mind.
Barron Lau
Co-Founder
Barron Lau is an experienced entrepreneur, investor, and marketer. He spent nearly decade as the owner and creative director of a creative marketing firm in Toronto, Canada servicing notable clients like Yahoo! Canada and Calvin Klein. He also founded the Round 5 Corporation acquiring global licenses for well-known brands like the UFC and Bruce Lee and established the design and manufacturing of consumer products for mass market distribution to retailers such as Walmart, Target, and Toys R’US.
Tony Jaw
Co-Founder
Tony Jaw is a Chinese-Canadian entrepreneur who has been living and working in China since 2008, and based in Shanghai since 2013. He is the Executive Director at Shanghai Qisen Industrial Company Ltd. (SQI), is a diversified import and export trading company with its own manufacturing plant (Shanghai MG Electronics Inc.), line of agri-food and health distribution brands in China. He has spent over a decade doing direct trade between Canada and China and building ties between the two countries. He is also a current Board Director at the Canadian Chamber of Commerce in Shanghai.
Richard Choi
Co-Founder
A Shanghai-born Canadian, Richard’s professional background as the chief rep of the Canadian province of Saskatchewan in China paved the way for his current profile in the arena of safe and healthy foods. Before serving Saskatchewan’s first and only international office in the world, Richard was an active leader in the Canadian business community in China for nearly 20 years including stints as as the Trade Commissioner of the Canadian Consulate General in Shanghai and the Managing Director of the Shanghai Chapter of Canada China Business Council.