When the food industry pitches back: Connecting foodtech innovation with market needs

What happens when established players in the food industry pitch their needs instead of asking startups to pitch their solutions? At Foodtech Forum 2026, Foodtech Innovation Network introduced Reverse Pitch, a new matchmaking format designed to connect real market needs with innovative foodtech companies. The first edition brought together actors from across the food value chain, creating new connections, valuable insights and opportunities for future collaboration.

Instead of startups competing for the attention of potential customers and partners, Reverse Pitch turns the traditional format around. Established market actors take the stage to share their challenges, priorities and the types of solutions they are looking for.

At the first edition, ICA Växa, Reitan Convenience Sweden, Martin & Servera and Mylla presented perspectives and needs from different parts of the food value chain, from grocery retail and convenience to foodservice and distribution.

For the participating organisations, the format also offered an opportunity to discover new ideas and connect with innovative companies.

– Foodtech Forum gives us at ICA the opportunity to meet innovative companies with new perspectives and solutions to real consumer needs. At the same time, we see the reverse pitch format as an exciting way to open up our innovation work and explore new collaborations with actors within the Foodtech Network, says Susanna Regland from ICA Växa.

Creating a closer connection between innovation and the market

For many innovative foodtech companies, developing a promising product or solution is only part of the challenge. Understanding how to reach the market, navigate established purchasing processes and meet the requirements of larger organisations can be equally demanding.

Reverse Pitch aims to shorten that distance by giving smaller companies direct insight into what established market actors are looking for, while creating opportunities for those actors to discover new solutions and potential partners.

Following the presentations, selected companies from the Foodtech Innovation Network community took part in structured matchmaking sessions, with a focus on potential pilots, partnerships and commercial opportunities.

Feedback from participating companies was largely positive. The companies particularly valued the opportunity to:

• Build new relevant connections with potential partners and customers across the food value chain.
• Gain direct insight into market needs by hearing from established actors about their challenges, priorities and expectations.
• Better understand the path to market, including what it takes for smaller companies to work with larger organisations.
• Explore opportunities for collaboration and discuss how their solutions could contribute to the needs of established players.
• Connect with the wider foodtech ecosystem and gain new perspectives from other innovative companies.

Several participating companies also expressed a strong interest in following up on the connections made during the event.

Looking ahead: Reverse Pitch returns

Following the positive response to its first edition, Foodtech Innovation Network aims to bring Reverse Pitch back at the next Foodtech Forum in 2027, continuing to create opportunities for foodtech companies and established market actors to connect and explore new collaborations.

For Foodtech Innovation Network, Reverse Pitch is part of a broader ambition to strengthen the connections between innovative companies and established players in the food system.

By bringing market needs and innovative solutions into the same conversation, we can create better conditions for new collaborations, and help promising foodtech innovations take their next steps towards the market.