1. Final Dissemination meeting FP7-SME-2012-2- PHYTOME (315683) Brussels, November 16, 2015 Prof. dr. Theo M. de Kok Coordinator PHYTOME project Maastricht University, the Netherlands

2. 2 Welcome Introduction Why is there a need for the PHYTOME project What comes out of the project (Birdseye view) Benefit and perspective SMEs and SME associations (Frans Egberts) Rationale behind PHYTOME and project outline

3. 3 Why PHYTOME People really appreciate good quality meat products in their daily diet.

4. 4 Why PHYTOME The World Cancer Research Fund (WCRF) classifies epidemiological evidence sufficient to link meat consumption to colon cancer risk; International Agency on Research in Cancer (WHO-IARC) classifies processed meat as proven human carcinogens (Group 1).

5. 5 Why PHYTOME

6. 6 Project objective Main goal of the project: To develop new meat processing technologies, resulting in meat products that have reduced nitrite levels and added natural extracts, that contribute to human health and are attractive for consumers. To achieve a possible European public health benefit; To establish a united pro-active response; To stimulate innovation in food industry; And to improve the image of meat quality and meat processing industry

7. 7 http://www.phytome.eu SME perspective Benefit for SMEs and SME Associations Mr. Frans Egberts, Henri van de Bilt/VNV/CLITRAVI

8. 8 Rationale behind PHYTOME The World Cancer Research Fund (WCRF) classifies epidemiological evidence sufficient to link meat consumption to colon cancer risk; Mechanism of action involves the endogenous formation of N-nitroso compounds (NOC or ATNC); NOC formation is stimulated by haem iron and nitrite in preserved meat products; NOC are carcinogenic in animals and have different modes of action. These facts create an unfavorable image of meat products and result in stagnating meat consumption trends.

9. 9 Rationale behind PHYTOME The World Cancer Research Fund (WCRF) confirms the protective effects of vegetables and fruits against colon cancer; The protective effect is attributed to specific bioactive compounds (phytochemicals); Some phytochemicals are known to reduce NOC formation; Phytochemicals are known to counteract NOC- associated modes of action; Specific phytochemicals are known to have antioxidant, and antimicrobial capacities.

10. 10 Rationale behind PHYTOME Research hypothesis: Reduction or replacement of nitrite in meat products by a combination of phytochemicals will result in the production of meat products that are: -microbiologically safe -of good sensory quality -not stimulating endogenous formation of NOC -improve human gut health -attractive for consumers.

11. 11 Overview

12. 12 Overall outcome Cluster 1: A range of products have been produced with reduced nitrite and added plant extracts; Cluster 2: The selected combination of bioactive compounds was capable of reducing exposure to NOC and gene expression profiles have been established Cluster 3: Consumer studies have demonstrated the positive attitude towards the new products.

13. 13 Implementation To achieve the goals of the PHYTOME project implementation of the concept is crucial !

14. 14 Agenda

15. 15 http://www.phytome.eu