Interview with Amadori

What was your motivation for supporting and promoting the FoodSeed program? How do you believe this initiative can contribute to innovation and the growth and development of the food industry?

Our motivation in supporting and promoting the FoodSeed programme is driven by the awareness that even a sector traditionally considered stable and conventional, such as agri-food, is now facing increasingly dynamic, complex, and global scenarios.

The challenges ahead demand a swift and innovative response. With the support of FoodSeed, Amadori aims to foster those disruptive technologies and opportunities capable of anticipating future developments.

We believe that innovation is strengthened by the cross-pollination of diverse ideas and perspectives. By supporting FoodSeed startups, we not only contribute to their growth but also enhance our own ability to adapt and evolve. In doing so, we also aim to boost the entrepreneurial skills within the Italian ecosystem, generating value for the entire food industry.

What challenges do you think emerging startups in the Italian agri-food industry need to face now?

Startups in the Italian agri-food industry face numerous challenges. The ecosystem supporting their development is still consolidating its foundations, and the volume of investments in our country remains limited. As a result, emerging enterprises must navigate a highly competitive and often exclusive capital market.

Another important area of focus concerns the development of an appropriate mindset. The tendency towards individualism and a limited inclination to collaborate can restrict the impact an idea might have on business. This makes it essential for innovators to embrace a more collaborative entrepreneurial culture.

More specifically related to the agri-food sector, startups must also contend with Italy’s deeply rooted culinary heritage. If not approached in the right way, particularly in terms of communication, this heritage can shift from being a potential driver of change to a factor of inertia, hindering the growth of many technologies.

What are the main opportunities you identify for startups in the food innovation field?

The emergence of new acceleration initiatives – such as FoodSeed – represents a significant opportunity for startups in many ways, particularly in terms of a more widespread transfer of entrepreneurial skills that will undoubtedly further fuel the development of new enterprises. Corporates themselves – now more than ever oriented towards open innovation – are expanding the playing field and can act as a catalyst for the growth of startups.

Moreover, ongoing market, economic, and technological developments are continually opening up new horizons. Consider, for instance, the challenges of environmental and social sustainability, the evolution of consumer preferences, the crisis of traditional supply chains, or the growing interest in Artificial Intelligence. These are all areas that pave the way for the creation of new and disruptive solutions, which the agri-food sector is eager to embrace.

FoodSeed connects startups with key players in the industry, including companies, research centres, universities, etc. Why is collaboration with startups crucial for developing agri-food entrepreneurship?

Collaborating with those at the forefront of innovation is strategic not only for us as an established company but also for these players and the entire ecosystem. The startups we work with gain access to our resources and mentorship, as well as a network of expertise that is essential for validating their technology and building credibility in the market. On the other hand, for us, this type of cooperation offers the opportunity to gain speed and agility in renewing ourselves and tackling new challenges.

The fresh and “unconstrained” perspective of innovative ventures, combined with our know-how and experience, fosters collective intelligence in addressing problems or opportunities in new ways.

More broadly, we are convinced that by creating a network of innovation – both internal and external – we can establish a synergistic relationship that benefits all parties involved and generates greater value for the entire ecosystem. This enables us to approach emerging challenges with a dynamic and competitive mindset.

How does Amadori’s participation in the FoodSeed project align with your company mission?

Our mission is to generate shared value by evolving branded protein offerings and integrated supply chains, ensuring the quality, goodness, and accessibility of our products, while promoting the wellbeing of people, the environment, and animals.

Participating in FoodSeed allows us to actively pursue these objectives, enabling us to explore new technologies that can enhance our protein offerings and support the development of a more sustainable, secure, and cutting-edge value chain. By collaborating with the selected startups, we can jointly create innovative solutions that address the changing needs of consumers and the market, while also making our production processes smarter and more competitive.

With the support of FoodSeed, we also believe we can raise greater awareness of the importance of innovation and provide the tools needed to foster the emergence and growth of new entrepreneurial ventures. This, in turn, benefits the entire country and, in particular, a strategic sector such as agri-food.