Foodtech - Is it simply a communication issue?

One thing I am learning is #foodtech is evolving at quite a pace, but with this effective communication is more important than ever. We’re seeing incredible innovations, from precision fermentation to plant-based proteins and cultivated meats, but communicating these advancements in a way that truly resonates with consumers, stakeholders, and investors remains a challenge.

Communication is all I think about (well… that and food) and so I was really struck by how often communication has been brought up at Future Food-Tech and how it’s left hanging in the air like an unsolvable issue. Here are my takeaways from speaking to many of the brilliant startups and their communication challenges

AI is making things easier but now we need area experts to get the most out of it

AI has transformed marketing, especially in areas like data analysis and personalisation, but when it comes to explaining complex innovations like novel proteins or lab-grown dairy, it’s human insight and passion that make the difference. Food is deeply personal, and connected to our culture, emotions, and values. Communicating the value of foodtech requires an understanding of this, not just the science. I really believe that marketers and communicators need to become specialists now. As someone said in a panel today “Marketers finally need to learn about nutrition” (music to my ears!) Regulations around health claims, sharing complex processes, explaining the benefits of novel or uncommon ingredients – all these things need to be understood and explained in a human way.

Specialist communicators who truly understand both the technical and human elements can create narratives that inspire trust and excitement. While AI helps with efficiency, it’s this human element that connects emotionally with consumers, making the unfamiliar more approachable.

Reframing the terms and clearing up definitions

Let’s take the example of "ultra-processed food" (UPF). In recent years we have seen this term become more and more common and is often used negatively, but in the world of foodtech, many novel products are classified as UPF simply due to the advanced processing techniques used. These techniques often make food more sustainable, nutritious, and accessible. However, the current narrative around UPF doesn’t distinguish between highly processed junk food and innovative, tech-driven foods.

We need to educate consumers about the differences. Communicating the benefits of advanced processing technologies such as enhanced nutrition, longer shelf-life, or reduced environmental impact is vital. Changing the conversation around UPF can help drive broader acceptance of novel food products, many of which play a key role in building a more sustainable food system. And this is just one example. Exploring the communication challenges around cultivated meats, precision fermentation, and the microbiome all need to step outside the technological “speak” and into clearer, more simplified terminology. Not only that we need to focus on the benefits and ally people’s fears around these technologies.

Hyper-targeting is essential to move the needle on consumer adoption

I believe that in the foodtech space, mass consumer uptake won’t happen without hyper-targeting. Food is personal, and different consumers have different motivations, whether it’s health, sustainability, or curiosity about new food experiences. Understanding these motivations is crucial for creating messaging that resonates.

AI can help pinpoint specific consumer segments whether it's flexitarians looking for healthier options, environmentally-conscious millennials, or people interested in functional foods but the messaging itself must be tailored by humans. This hyper-targeting allows brands to move beyond generic messaging and really speak to the values and aspirations of each group.

Understanding your market is everything

And of course – something all startups hear time and time again… know your market! But is that enough? Knowing your market isn’t just about demographics, it’s about understanding the cultural, ethical, and emotional drivers behind consumer choices. Whether you're launching a plant-based alternative or a new fermentation process, you need to understand how your audience feels about food, sustainability, and health.

Brands that take the time to research and engage with their consumers on a deeper level will be better positioned to create messaging that moves people from interest to action. Authentic, transparent, and educational communication builds trust and drives long-term adoption of food innovations.

Foodtech brands must prioritise communication as much as innovation. While AI can assist with targeting and personalisation, it’s the human insight, understanding, and passion that will shape messaging that resonates and drives change. From redefining UPFs to tapping into the right audience, we need to bring clarity, education, and inspiration to the forefront of foodtech conversations. That’s how we’ll get mass consumer uptake and, ultimately, create a more sustainable, ethical, and healthier food system.