Mr.Xue leads also co-founded China Plant Based Foods Alliance (CPBFA), first and the only trade group in alternative protein sector which is back by State Food and Nutrition Consultant Committee (SFNCC) and numerous Government organizations in China.
In his role at CPBFA, he developed a keen eye for emerging science with applications in FMCGs - working with University academics, technology entrepreneurs help new food start-ups and national brands alike to create new food, beverage and snacking experiences with alternative protein sources.
He has a particular interest in the factors that influence consumer attitudes towards emerging protein sources and seeks to influence policy in relation to the sustainable production and consumption of food. He is also the Deputy Secretary General of Advisory Committee on Nutrition Guidance of China National Foods Association (ACNG), a regular speaker in Food, Agriculture and Tech conferences.