Bridging the Gap: How Startups Can Build Trust and Partnerships in FoodTech

One of the standout themes at Future Food-Tech this year was the importance of collaboration and partnerships in driving innovation. But let’s be honest, it’s not easy to get established brands to trust your technology and vision. So how do we, as an industry, build the bridges needed for meaningful collaboration?

Here’s what I’ve learned from these conversations about the critical role communication plays in partnering within the foodtech industry, plus I threw in a few actionable steps to get started right now:

1. Communication is the catalyst for collaboration 

In the foodtech sector there’s a clear gap between fast-moving tech startups and more traditional food producers. Many established companies are ready to embrace innovation, but they need to understand how these new technologies will integrate with their existing processes. Startups, in particular, need to speak their language. It’s not just about showcasing innovation—it’s about communicating real, tangible benefits like cost savings, sustainability, and product quality.

Try this:

• Reframe your pitch: focus on how your innovation improves their current processes, not just how it’s revolutionary. Can it save time, reduce costs, or enhance sustainability? Make sure that’s front and centre.

• Tailor your message: research your potential partners’ pain points and communicate how you can solve their specific challenges. It’s about meeting them where they are.

2. Educating and engaging consumers 

There’s still scepticism around innovations like cultivated meat or precision fermentation. Consumers want transparency—they need to know how these products fit their values and lifestyle. Education plays a huge role in building that trust. This means clear, honest communication about the journey from concept to consumer.

Try this:

• Tell your story: share your process, the benefits, and why it matters. Use your website, social media, and content to explain how your product contributes to sustainability or better health outcomes.

• Engage visually: create content that shows your product in action or explains complex processes in simple, engaging ways. Help consumers see and feel the benefits.

• Get feedback: Speak to your audience. Run small focus groups or surveys to determine what parts of your message resonate and what needs more clarity.

3. Collaboration beyond food 

Some of the most exciting opportunities come from cross-industry partnerships. Foodtech companies can collaborate with tech innovators, logistics providers, or even government bodies to solve complex problems. From optimising supply chains with AI to creating biodegradable packaging, the potential is huge—but communication needs to be clear about the mutual benefits.

Try this:

• Identify collaborators: who can help you solve the bottlenecks in your business? It could be outside of the traditional food sector. Could you map out and prioritise those opportunities?

• Build a joint value proposition: when reaching out to potential partners, focus on mutual value. How will working together drive benefits for both sides? Make sure that’s part of the conversation from the start.

4. Navigating regulations 

Navigating the regulatory landscape is one of the biggest hurdles for emerging technologies in foodtech. This can be a long, complex process, but companies that build relationships with regulators and proactively communicate their product’s value will have a better chance of speeding up approvals.

Try this:

• Engage with regulators early: don’t wait until you’re ready to launch. Start conversations early on, especially for novel technologies. There are some amazing experts and mentors, webinars and information on regulations so it's worth finding someone to help you navigate the landscape. 

• Simplify your regulatory messaging: when communicating with regulators, focus on how your product aligns with existing standards and contributes to safety and sustainability.

Successful partnerships can be built through clear, open communication. Understanding your partners, your consumers, and the larger regulatory environment is key. As foodtech continues to evolve, those who excel at both innovation and communication will be the ones driving the industry forward.