Foodtech Forum Launches Reverse Pitch – Where the Food Industry Pitches Back 

At this year’s Foodtech Forum, Foodtech Innovation Network launches Reverse Pitch, a new matchmaking format where leading actors from grocery retail, foodservice and distribution present their needs directly to foodtech companies and entrepreneurs. 

Instead of startups competing for attention, market actors take the stage to share the challenges, priorities and innovation areas they are actively looking to solve. 

The ambition: create faster pathways between innovation and market implementation. 

– Reverse Pitch is designed to create more concrete business dialogues between established market actors and innovative foodtech companies. We want to shorten the distance between need and solution while creating a clear way to market for companies within the Foodtech Innovation Network, says Eva Jilkén, Project Manager at Foodtech Innovation Network. 

Among the confirmed participants are ICA Växa, Reitan Convenience Sweden (franchisor for Pressbyrån and 7-Eleven), Martin & Servera and Mylla. The participating organisations represent different parts of the food value chain, but share a common ambition: to identify new solutions and create pathways to market for promising foodtech innovations. 

ICA Växa is looking for solutions that combine nutrition, functionality and enjoyment, with a particular interest in concepts that can support healthier and more sustainable eating habits. Reitan Convenience Sweden sees Reverse Pitch as an opportunity to discover new products for its innovation platform Pressbyrån PBX, while Mylla is interested in solutions that can help innovative food companies and local producers reach consumers more efficiently. 

–  We participate in Reverse Pitch at Foodtech Forum to meet innovative companies that want to help shape the next generation of healthy snacks and meals. What we look forward to most are concrete collaborations where we can test, pilot and scale new ideas that make it easier for consumers to make smarter food choices in everyday life, says Sofia Steinwall, Head of ICA Växa – Future Food Systems at ICA Sweden. 

The format also gives participants insight into how large actors work with pilots, onboarding, partnerships and commercialisation. 

Following the presentations, selected companies from the Foodtech Innovation Network community will participate in structured matchmaking sessions focused on pilot opportunities, collaborations and commercial dialogue. Participation in Reverse Pitch is exclusive to companies exhibiting at Foodtech Forum. 

A platform connecting innovation and market 

Reverse Pitch is part of Foodtech Forum 2026, one of the Nordic region’s meeting places for foodtech, sustainable food systems and food innovation. 

Foodtech Forum brings together entrepreneurs, food companies, investors, public actors and innovation environments to explore how collaboration and innovation can accelerate the future food system. 

Alongside the exhibition, visitors can expect keynote sessions, networking, tastings, roundtable discussions and business-focused matchmaking throughout the day. 

Foodtech Forum takes place on 15 September 2026 at Slagthuset in Malmö. 

Seats are limited, secure your place today.

About Foodtech Innovation Network 

Foodtech Innovation Network is a Nordic innovation network bringing together more than 140 foodtech and food innovation companies working to shape the future food system. 

The network connects entrepreneurs, industry, academia and public actors to accelerate innovation, collaboration and commercialization within foodtech. 

Foodtech Innovation Network is also the organiser behind Foodtech Forum, one of the Nordic region’s meeting places for foodtech, sustainable food systems and food innovation.