Articles written by
Ben Costantini

Beatriz Jacoste, director of KM ZERO Food Innovation Hub, a Valencia-based organization, is on a mission to transform the way we think about food. In this episode, we explored her journey, her vision for a sustainable future of food, and the steps we can take to get there. The full episode is available on YouTube: Driven by Impact Having originally studied diplomacy, Beatriz discovered her interest in the food sector while volunteering at a food bank. As she put it, “Food is the most important and impactful sector in the world.” Building a Community of Food Heroes KM ZERO is more than a think tank; it’s a global hub for food change-makers. The community includes scientists, farmers, entrepreneurs, and investors, all united to create systems that deliver tasty and sustainable food without depleting our planet’s resources. “We believe they are saving the world through food,” Beatriz said. Innovative Trends Shaping the Future Beatriz highlighted cutting-edge trends including molecular farming, which could allow proteins to be grown directly in bananas. She also emphasized the importance of “less sexy” innovations like soil regeneration. “We’ve lost 40% of nutrients in the last 30 years. Technologies that help recover soil health excite me the most,” she noted. Educating the Next Generation KM ZERO’s Gastro Genius program engages children with food-related challenges to educate them on sustainable nutrition and inspire them to become change-makers. According to Beatriz, this is essential for driving long-term change: “If we don’t work with civil society, innovations won’t stick.” Events as Catalysts for Collaboration From summits like f_talks to initiatives in Latin America, KM ZERO leverages events to bring stakeholders together, bridging gaps between startups, corporates, and policymakers. Beatriz believes these gatherings are essential: “We don’t just want to inspire; we want to influence.” Find Beatriz on: LinkedIn: Beatriz Jacoste Lozano Twitter/X: @BeatrizJacoste Find Ben on: LinkedIn: Ben Costantini Twitter/X: @bencostantini — Be sure to follow Sesamers onInstagram, LinkedIn, and X for more cool stories from the people we catch during the best Tech events!

In this episode, Nadav Berger of PeakBridge Ventures shares insights into food tech investment trends, the evolution of alternative proteins, and how startups and investors can collaborate to drive meaningful change in the food industry.

In this episode, Sirli Rosenvald shares her insights into the evolving field of alternative proteins, highlighting innovations in mycoproteins, challenges in scaling production, and the role of global markets in shaping FoodTech.

How Tradition Shapes Our Taste Preferences One of the central ideas Mario shared was how deeply tradition and memory shape our taste preferences. “Even if you don’t want to talk about tradition as a good value, think of it as habit and memory,” Mario explains. Neuroscience in food innovation helps brands understand the ways our memories and traditions impact our preferences. This insight allows companies to develop products that resonate emotionally with consumers, creating more meaningful connections to their brands. Watch the full video podcast with Mario recorded at SIAL Paris on YouTube now: The Science of Sensory Memory in Food In the new podcast episode Mario highlighted how neuroscience can break down the elements of sensory memory, a critical factor in food innovation. He says, “We can put a number on how the brain interacts with food from a familiarity standpoint.” By understanding these responses, brands can identify which ingredients or flavors connect positively with consumers, and which might need adjustment to gain acceptance. This is the science behind creating memorable, repeatable food experiences that align with consumer habits. Using Neuroscience to Nudge Healthier Eating Changing eating habits is no easy feat, but neuroscience in food innovation can offer a solution. Mario shared how Thimus works with brands to use data-driven insights to gently encourage consumers toward healthier choices. “The idea of converting people to healthier food is valid, but they don’t change because it doesn’t taste good or click with them,” he notes. By aligning taste with emotional resonance, Thimus helps brands make healthier options more appealing, paving the way for better eating habits. Leveraging Nostalgia for Product Acceptance Mario introduced the concept of “food nostalgia,” where familiar aromas or flavors evoke memories, making new products feel more comfortable and enjoyable. “Sometimes food nostalgia is not about the product being good but the context it reminds people of,” Mario explains. For brands, understanding these cues is invaluable for creating products that feel like home and promote positive emotions, which are essential for product acceptance in new markets. The Future of Personalized Food Products Looking ahead, Mario envisions a future where food products are tailored more closely to specific cultures and preferences. “This industry is not yet designed to be flexible, but it will have to adapt,” he says. Advances in AI and neuroscience will enable brands to customize flavors and experiences for diverse consumers, meeting demands for cultural and sensory relevance. The goal is to create foods that people connect with naturally, ensuring that brands stay relevant in an increasingly competitive market. Find Mario on: LinkedIn: Mario Ubiali YouTube: @thimus8594 Find Ben on: LinkedIn: Ben Costantini Twitter/X: @bencostantini Be sure to follow Sesamers on Instagram, LinkedIn, and X for more cool stories from the people we catch during the best Tech events!

In this episode, Claire Houry discusses venture capital strategies and investment trends in European B2B tech, covering her approach to building sustainable growth and supporting startups on the path to successful exits.

By focusing on founder-market fit, SaaS growth, climate investments, ESG principles, and supporting indie makers, Tim Schumacher demonstrates a balanced approach to business that prioritizes both growth and impact. This episode is packed with insights for entrepreneurs looking to scale responsibly and with purpose.

In this episode, Linn-Cecilie’s journey and insights on impact investing in climate tech showcase the unique role venture capital can play in driving real change. By focusing on intentionality, collaboration, and value-driven goals, LUMO Labs is setting a new standard for sustainable investing across the Nordics and beyond.

In this episode, Cecilie Skjong from Skyfall Ventures explores the Norwegian startup ecosystem, sharing her insights on early-stage investments, team dynamics, and the growing interest in Nordic tech innovation during Oslo Innovation Week.

In this episode, Björn Lapakko shares his experience navigating the startup ecosystem from the U.S. to the Nordics. He delves into his passion for building communities, the lessons learned from running tech conferences and startups, and his views on innovation and leadership in the ever-evolving world of tech.

This podcast episode dives into the future of recruitment with Håkon Høgetveit, co-founder and CEO of Vouch, as he explains how referral-based hiring is revolutionizing recruitment. Høgetveit shares insights into leveraging networks and AI while maintaining the human touch in hiring practices.

Matt C Smith, a former venture capitalist and exited entrepreneur, discusses his unconventional journey from venture capital to founding a startup and now pursuing his dream of representing South Africa in cross-country skiing at the Winter Olympics. Through humor, resilience, and a passion for storytelling, Matt reveals valuable insights for founders and innovators navigating their own entrepreneurial paths.

This episode explores how Playfinity, led by CEO Pippa Boothman, is revolutionizing physical activity for kids by integrating sports with digital experiences. The company uses gamification and digitized sports equipment to promote active play, aiming to combat youth inactivity and its associated health risks.