Articles written by
Sandra Lafargue

An Overview of FoodTech Innovations and Industry Insights NutrEvent 2024 brought together industry leaders, researchers, and innovative startups to explore the latest advancements in nutrition and food technology. Sesamers attended the event to gather critical insights and trends shaping the sector to share NutrEvent 2024 recap. This year’s edition showcased a dynamic atmosphere filled with expert knowledge and collaboration among participants focused on addressing current challenges and exploring future opportunities. Key Insights from FoodTech Startup Pitches at NutrEvent 2024 Key Trends and Topics Covered The startup pitch sessions highlighted several emerging trends that are influencing the industry:  Regarding the development stage of these startups, most of them were focused on finalizing regulatory aspects while actively seeking funding between €1 million and €2 million, as well as partners for application development. Promising FoodTech Startups That Caught Our Attention Among the innovative startups that presented their solutions, four particularly caught our attention: Top Investor Questions for FoodTech Entrepreneurs in 2024 During the pitch sessions, several questions frequently arise, highlighting key requirements and evaluation criteria for entrepreneurs. These included:  Major Challenges Facing the FoodTech Industry Throughout the conferences we attended at NutrEvent 2024, key challenges were highlighted. Below are the most significant issues discussed. Investment Landscape in FoodTech The food tech sector is currently experiencing significant challenges in securing investments, particularly for seed funding. B2B companies are attracting the majority of investments, while B2C startups find it increasingly difficult to penetrate the market. Disillusionment with Alternative Proteins There has been noticeable disappointment around alternative proteins, driven by high costs and unmet consumer expectations regarding taste. This has led to a decline in investments and growing skepticism within the sector. Investors expressed frustration, particularly with the slow pace of progress in fields like cellular agriculture, which may take up to 20 years to mature—far too long for funds looking to see returns within a 5-year window. The Shift to Nutrient-Dense Solutions In the current investment climate, venture capitalists are prioritizing solutions that promise mid-term profitability and align with evolving consumer demands. While alternative proteins that pass the critical taste test still hold some appeal, the real opportunity lies in delivering affordable, nutrient-dense food options for the mass market. Investors are keen to see startups innovate in this space to regain confidence and stimulate growth in the industry. Regulatory Aspects Navigating the regulatory landscape for novel foods poses significant challenges, particularly in entering the European market. Startups often seek alternative markets, such as the U.S. or GCC, to mitigate these hurdles. Consumer Acceptance Consumer acceptance poses a considerable challenge in the food tech landscape. Many meat protein alternatives that hit the market have fallen short of expectations, particularly in terms of taste. This underscores a critical point: some companies may neglect to prioritize flavor in their product development, which can significantly impact market uptake. Moreover, the perception of ultra-processed foods complicates matters. Many new protein alternatives are processed but viewed unfavorably by consumers who associate processed foods with being unhealthy. The industry must educate consumers on the nutritional benefits of these products, with clear labeling essential for fostering understanding and trust in their health implications. Explore the upcoming tech events and gain valuable insights from the forefront of technology and innovation. Don’t miss out on your chance to be part of the future of tech — there’s always something exciting happening!

Attending a food and beverage trade show can be a turning point for your startup, offering a prime opportunity to showcase your innovations — whether food products or Foodtech solutions — and connect with key industry players.  But it’s important to remember that food fairs are more than just a sales opportunity—they’re about creating an experience. Attendees engage all their senses, tasting, seeing, and learning about your offerings in real time. This makes how you present yourself as crucial as what you’re showcasing.  Proper preparation is essential to avoid missing out on potential leads and partnerships.  Whether it’s your first food and beverage trade show or you’re looking to elevate your game, a solid strategy is key! Pre-Show: Preparation Is a Key Do your research Identify who’s attending, target the buyers and partners you want to engage, and understand how your products or technologies fit into the market. Be clear about the specific problems you solve for your target audience, so they can see the value in stopping by your booth. Reach out to previous startup exhibitors and ask for their tips and advice. Set a clear strategy and goals To help guide your strategy, consider these key questions: Before the event, define specific and measurable objectives to stay focused and track your success. Setting clear, quantifiable targets helps you evaluate your performance post-show and ensures you’re working toward concrete outcomes.  Examples of measurable goals include:  Promote in advance Don’t wait for the show to promote your presence. Share on social media, send invites, and include the event in your email marketing. Tag the organizers to increase visibility. Example from startup The Crushi who promoted their presence at SIAL and Horecava on Linkedin : Prepare your booth Design a visually appealing display. People eat with their eyes first, so make sure your booth is neat and showcases your products beautifully. Consider showing raw ingredients and clear packaging to attract visitors. Example with S’Noods at Summer Fancy Food Show 2024: Get your materials ready Ensure you have all necessary materials: business cards, brochures, and promotional items. A landing page with a QR code to access product info can be a cost-effective alternative to printed materials. However, at food trade shows, many still prefer business cards and printed materials, so keep that in mind. Staff training Train your team to handle objections and maintain a positive attitude throughout the event. They should be prepared to highlight your unique selling points and engage effectively with attendees. During The Show: Make a Strong Impact Stay positive and engaging  If you receive negative feedback, don’t take it personally. Keep smiling and stay approachable, even when you’re tired — positive energy is contagious. Expect crowds Trade shows are busy, so prepare for a constant flow of visitors. Stand, don’t sit, and be ready to engage potential leads as they walk by. Make it a feast for the senses Engage attendees visually and with tastings, if possible. Keep your booth clean and products well-presented. Hands-on demos can capture attention effectively. Safety first Since attendees may not be familiar with your company and could be cautious about food products from startups, it’s crucial to demonstrate safety. Using utensils and providing pre-portioned samples will help ensure hygiene and build trust with potential customers. Be interactive and creative Even though it’s a business food and beverage trade show, people are here to enjoy themselves too! Food is fun, so tap into that by adding interactive elements like demos, tastings, or contests. Engaging visitors with a memorable experience will not only capture attention but also make your booth stand out from the rest. Le Magicien Bio at SIAL Paris 2022 featured costumed performers in magician attire, captivating magic tricks, and enchanting decorations: 📸: Le Magicien Bio Partner with other startups Network with complementary exhibitors and share leads to expand your potential client base and foster future partnerships. Track your leads  Ensure you capture contact details of interested buyers—business cards, notebooks, or lead capture tools. Don’t miss any follow-up opportunities. Post-Show: Follow Through To Maximize ROI Prompt follow-up Reach out to leads within a week. Your first email should thank them, offer further engagement opportunities, and extend any special offers. Focus on building the relationship, not hard-selling. Evaluate your success Review your performance against the goals you set. How many leads did you generate? What feedback did you receive? Use this to improve your approach for future shows. Keep the momentum going  Share a recap of your trade show experience on social media, thanking everyone who visited your booth. Stay active in engaging potential clients and partners from the event.

NutrEvent, the leading European platform for nutrition innovation and collaboration, is set to showcase a range of emerging trends this year.