How clear communication can help consumer confidence across foodtech

For the world of foodtech, communication and marketing are no longer just strategic choice, they are essential for success. We already know that innovative breakthroughs have the potential to revolutionise the food system, but without transparent, accessible communication, even the most impactful innovations can be met with consumer hesitation.

Consumers today are more informed, we see a deeper understanding of nutrition, health and even allergies which means people are demanding greater clarity about what’s in their food, how it’s produced, and its impact on the planet.

Communication is so important in building trust, driving adoption, and transforming curiosity into confidence. This means that for foodtech startups, marketing is not simply about selling a product—it's about educating, engaging, and fostering the trust needed to turn novel ideas into everyday solutions. The power to shape the future of food lies not only in innovation but in how well we can tell its story.

Why consumers need to know...

In a recent survey from the Good Food Institute across France, Spain, Germany, and Italy, more than half of consumers reported reducing their conventional meat consumption, and the interest in alternatives like cultivated meat is growing. However, trust remains a significant factor. While 65% of Spaniards and 57% of Germans are willing to try cultivated meat, consumers are wary of these products, especially that they are not transparent about their production methods or environmental impact.

Sustainability and trust

For many European consumers sustainability is top of mind. In a report by EIT Food there is a clear divide between Omnivores' cautious optimism, Meat Lovers' skepticism, and Plant Purists' confidence in the sustainability claims of alternative proteins. The report underscores the need for transparent communication backed by verified data to address these concerns and help consumers make informed choices.

Cited in the same report a survey by the Good Food Institute Europe found that 60-70% of respondents across France, Germany, Italy, and Spain believe alternative proteins are essential to mitigating the environmental impacts of traditional agriculture. Yet, these same consumers want proof that alternatives like cultivated meat are truly more sustainable. Companies need to demonstrate how their products reduce carbon emissions, water use, and land degradation

Does data hold the key?

Backing up environmental claims with data is no longer optional. Consumers demand transparency backed by hard facts. As we’ve seen with brands like Oatly, partnering with third-party organisations to verify claims about sustainability (e.g., carbon and water usage reductions) in order to boost credibility. What’s important is that this data needs to be accessible and presented in ways that consumers can easily understand and trust.

How can growing foodtech brands use content marketing as an approach?

Educate

One of the most effective ways to build trust is through educational content. Startups can benefit from creating videos, blog posts, or infographics that break down complex production processes (such as how cultivated meat is grown in a lab for example, or how precision fermentation works) into simple, easy-to-understand language. By walking consumers through each step, you can demystify the technology and make it feel more familiar and approachable

Behind-the-Scenes

Consumers obviously want to know where their food comes from. Offering behind-the-scenes view through virtual tours of production facilities or interviews with scientists can humanise the technology. Putting your experts front and centre can also support that “human touch” and provide greater trust that there’s a real face behind the complex process. Additionally,  insights into how clean and controlled your production environment is will ease concerns about safety and quality

Sustainability claims and data

Use hard numbers to back up your environmental claims. Whether it’s how much CO2 your product saves compared to conventional meat or how much less water is used in production, verified data helps build trust. Ensure that your data is third-party verified and that consumers can easily access this information

FAQs can really help

It’s natural for consumers to have questions, particularly around unfamiliar products like cultivated meat. A well-structured FAQ section on your website can address common concerns, such as safety, nutritional value, and environmental impact. Make sure this information is clear and answers potential consumer doubts head-on

Share your understanding of current regulations

EU regulations for cultivated meat and alternative proteins are evolving, albeit slowly. As of now, cultivated meat is still undergoing approval processes by the European Food Safety Authority (EFSA). Companies will need to comply with stringent Novel Foods regulations, which require detailed evidence of safety before products can be marketed. Keeping consumers updated on regulatory progress and approvals will be important for building credibility and trust as these products make their way to market

For foodtech startups, transparency is an absolute must in communications, especially with new technologies. By using structured content marketing to educate consumers, offering behind-the-scenes insights, and backing up your claims with verified data, you can help demystify your product and build a loyal customer base. European consumers want sustainable, ethical alternatives, but they need to be assured that what they’re choosing is truly beneficial for both the planet and their health. It’s our job to help support the transition by providing the right messages in the right way, making it understandable and accessible.