Pedro Alvarez Bretones is a veteran entrepreneur who has trodden an unusual path to startup creation, having first created and presided over food innovation hub Ivoro for almost two decades. For his latest venture, he is targeting an untapped niche in Europe's sustainable food market: fish substitutes. As a Spaniard, Alvarez lives in one of the countries with the highest fish consumption per capita in the world. Yet according to the UN, nearly 90% of the world's marine fish stocks are either depleted, over-exploited or fully exploited. Although there are no market figures for fish su...
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