How the Fi Europe Startup Challenge drives innovation and health forward [Interview]

At this year’s Fi Europe in Frankfurt, live Startup Challenge pitches will take place at the Innovation Hub on 19 November. Sandra Einerhand, head of the consultancy, Einerhand Science & Innovation, will be on the jury panel.

“I’ve been involved in the Challenge since 2016,” she explains. “The idea was to find a way of bringing more innovation to Fi Europe, and I am delighted to see how this event has evolved. This year for example, we will be seeing more innovation in the plant-based sector, from various sources of protein to new alternatives to meat and dairy. This category is continuing to grow, with interesting fat and cheese applications too.”

Another exciting development has been the response from startups to meet consumer demand for more sustainable practices along the supply chain. Einerhand is also looking forward to being surprised by the creativity and novelty of the Startups. “There are some nice examples in the entries,” she says. “I hope these will come across in the pitches.”

Another key area of innovation – again reflected in the competition entries – is artificial intelligence (AI). “The use of AI and machine learning techniques for sourcing, product development, and all sorts of supply chain management issues is really booming,” says Einerhand. “This is a very exciting area with the potential to really disrupt the sector.” 

Leveraging visibility, feedback and investment

Securing funding, finding the right partners, and bringing ideas from the lab to the marketplace are issues that all startups struggle with. The Startup Challenge addresses these difficulties by connecting startups with potential commercial partners from the food and drink industry.

The event is open to startups no older than five years, with a key focus on innovative products, disruptive technology, and ground-breaking solutions that can drive the industry forward. Selected Startups have the chance to present themselves to an audience of experts, to expand their network, and attract investors.

Einerhand sees huge benefits for Startups in applying to the Challenge. Most importantly, the event provides them and their ideas with visibility, as well as the chance receive feedback from industry experts.

“Visibility and feedback are essential to helping startups further refine their business model, and to make sure that their ideas are successful,” she says. “This is one of the main reasons I would encourage startups to apply.”

The event is also an excellent opportunity for startups to attract investment. From the point of view of established food ingredient companies, the event gives industry players the chance to see what ideas are out there, and to invest in something at an early stage. This sort of cooperation can provide Startups the scale and guidance they need to bring their idea to market.

Focus on innovation, health and nutrition

Einerhand has over 25 years of experience in the fields of nutrition science and innovation. As the founder and head of Einerhand Science & Innovation, she offers strategic guidance and services to clients worldwide, including ingredient manufacturers, startups, academia, and governmental organisations.

Her background includes roles as scientific programme director and nutrition and health director at companies like Danone Nutricia Research, as well as academic roles such as associate professor at the Paediatrics Research Laboratory of Erasmus MC in Rotterdam. Einerhand also currently chairs the Nutrition Consultants Cooperative (NCC).

“While my background is quite diverse, my work has always been about innovation, health, and nutrition,” she says. “Today, of course, there is also a focus on sustainability. This is what I am passionate about – driving innovation and health forward, not only for the consumer, but for the planet. This is what I like about the Startup Challenge: being at the forefront of where innovation is entering the market.”

Startups will be competing in four categories: Most Innovative Food or Beverage Ingredient; Most Innovative Plant-based or Alternative Ingredient; Most Innovative Foodtech Solution; and Most Innovative Service or Digital Solution Supporting the food and beverage Industry. In addition, the Jury’s Choice Award will be selected for the most innovative sustainable solution from across all entries.