The investment landscape in agrifoodtech has shifted significantly. Capital hasn’t disappeared, but investors have raised the bar. Bold innovations are not enough anymore. You need to proof your startup can solve real problems, at scale. To explore what it takes to secure growth funding today, we spoke with three experts. Here’s what they had to say.

Ahead of 10th F&A Next summit, where startups connect with investors and industry leaders for partnership opportunities, we sat down with three experts working at the heart of startups innovation, investment, and industry each day: Jean Boudillon, Program Manager here at StartLife, and two of our partners, Katarzyna Gil, Principal at ICOS Capital, and Chiara Molena, Managing Director at EDERA Lab.

Together, we unpacked the hard truths and actionable strategies that agrifoodtech startups need to embrace to secure growth funding.

Talk to Corporates Early, Way Before You’re Ready to Sell

At StartLife, we’re big believers in connecting startups early, not just with investors but with the full value chain. That includes seed companies, food manufacturers, and everyone in between. Jean, who has managed StartLife’s Accelerate program for the past 3 years, believes it’s critical for founders to start conversations with key industry players as early as possible.

“As a startup, you don’t just need buyers. You need strategic sounding boards,” says Jean. “Start those conversations early to better understand how they think, what they need, and how they make decisions. Challenge your assumptions and thought patterns. If you find out quickly that you have left off on the wrong track -but can still adjust- that’s gold!”

Engaging early with potential commercial partners does more than create sales opportunities—it helps shape product development and craft a pitch that aligns with what the market actually needs. Early feedback can define the difference between a ‘nice-to-have’ and a scalable solution.

Translate Your Tech into Buyer Language

“Early engagement with the market allows you to discover what language resonates, what value propositions are needed and build your business story as you make your path forward”, Jean points out. “Sustainability matters, of course. But it can’t be your only message.”

Chiara Molena of EDERA Lab agrees. “Sustainability is expected. But commercial buyers also want to hear about cost, speed, compliance, and how easily your solution integrates.” She sees it every day, founders struggling to turn their technical advantages into a compelling business story which will help them win the hearts of their future customers.

“You need to shift focus from features to value. A good business story reflects what the buyers truly value, fear, and require to integrate them into their innovation pipeline. After all, buyers don’t want features. They want solutions to their most urgent real-world problems,” says Chiara.

Is their ingredient a drop-in solution that integrates seamlessly into existing operations? Does it enable cleaner labels or align with consumer demand for transparency? Does it reduce cost, risk, or complexity for the buyer?

Investors Want Commercial Relevance, Not Just Great Tech

“Startups need to approach commercial stakeholders differently at each stage of their lifecycle,” says Katarzyna. “Even in the early stages of incubating a new technology, they should be thinking about its potential commercial applications and how to turn it into a sellable, competitive product. As they begin to scale, the focus shifts to achieving product–market fit, often involving R&D collaborations with multiple commercial partners. At this stage, it’s critical to understand the nuances of working with medium and large corporate players—the increased complexity of stakeholder engagement, and the longer timelines required to move from initial discussions to revenue-generating sales.”

As startups move from seed rounds into Series A and beyond, expectations change. Having strong intellectual property (IP) and scientific credibility is no longer enough. Investors are looking for tangible commercial traction or a clear pathway to it.

“Startups seeking growth funding should show that they’ve moved beyond R&D and have evidence of pilot projects, field trials, strong partnerships within the value chain, and secured clients with solid contracts,” says Katarzyna.

“Even if revenue isn’t substantial yet, contracts with committed volumes, expected pricing, and purchase timelines signal to investors that an exit is feasible.”

The startups that win? Those who combine robust IP with demonstrable business value and alignment to corporate sustainability or growth strategies.

Aim for your Buyer’s Inbox, not just Forbes 

Recognition in top-tier media outlets like Forbes, TechCrunch or Financial Times can be great for visibility—but for growth-stage startups, trade coverage often delivers more strategic value.

“Sure, it’s fantastic to be featured in Forbes,” says Jean. “But if you’re selling into pet food, feed, or regenerative agriculture, your buyers are more likely to read, and actively scout for solutions via titles like Pet Food Industry, Future Farming, or FoodEngineering. That’s where you want your product story to be positioned.”

Chiara adds: “A scalability milestone, field trial results, or a national launch with a retail partner—these are the kinds of stories that trade media value, and that can help drive confidence with buyers. Time your news with trade shows or top industry events, like F&A Next, to boost your business development impact. It’s simple, and it works.”

Our Advice? Focus on Traction First

The above experts work with early-stage AgriFoodTech startups every day. And here’s what we’ve all seen time and again. Great innovation is the starting point. But in today’s market, you must prove that you can deliver, scale, and solve real-world challenges for your (future) customers.

So if you’re preparing to raise, grow, or pitch, ask yourself:

  • Have we spoken to enough commercial partners early on?
  • Can we show a clear path to revenue?
  • Are we telling a story they actually care about?
  • Are we communicating clearly, consistently and in the right places?

Because at the end of the day, it’s not just about having breakthrough tech. It’s about turning that tech into a business. And that starts with traction.

Want to go deeper? At F&A Next, we’re hosting an interactive break-out session where we’ll unpack even more practical tips on how to engage corporate buyers, build trust, and move from innovation to implementation. Join us to get hands-on advice from investors, accelerators, and founders who’ve been through it.

Use our code 𝗮𝗦𝗧𝗟𝟮𝟱-𝗱 for a 15% discount. Don’t miss your chance to be part of the change, get your ticket here.: www.fanext.com

We’d love to see you there.