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Oil &amp; protein ideotypes might be “ideal” in terms of agronomy, they cannot be grown if they do not meet a demand. And while plant breeding takes years to develop new varieties, consumers can change their habits very quickly. Understand the “ideal” crops from the downstream point of view is therefore of paramount importance for R&amp;D. In this review, we look at the current and what may be the future demands for the oil and protein crops. Because of diversity of products and consumers around the world, we chose to focus on French and Western Europe productions and markets: 1) consumers are in a quest for quality, traceability and sustainability (economic, social and environmental) with specific focus on GMO-free and organic demands. Some go vegan and more and more people switch from animal to vegetal protein intakes. And they want to rethink the agriculture model. 2) The food industry must adapt to all these demands while develop solutions for technological obstacles and remain cost-competitive. 3) The farmer needs crop profitability that relies on high and steady yields, eco-friendly and cost-competitive crop management techniques and decent price.

Ideal oil and protein crops – what are users ideotypes, from the farmer to the consumer?