Chiara Molena, co-founder of EDERA Lab, discusses the importance of bridging the gap between strong technology and commercial credibility for food tech startups. She emphasizes the need for startups to communicate effectively with investors, corporate partners, and buyers by translating complex technologies into commercially clear narratives. EDERA Lab specializes in providing marketing and communications support to food tech companies as they navigate the challenges of raising capital and entering the market.

Molena stresses the significance of connecting innovation to concrete business outcomes when approaching corporate buyers. She notes that sustainability and innovation alone are not enough to guarantee commercial adoption, as buyers are looking for solutions that solve real operational and commercial challenges. The report also highlights the importance of building trust with buyers through clear communication, relevant messaging, and consistent proof points over time.