## Straight2Market: The Accelerator for Foodtech Startups The European food retail sector is undergoing a profound transformation, opening up new opportunities for innovative startups. Artificial intelligence is redefining key processes such as demand forecasting and inventory optimisation, while sustainability and health have become commercial priorities. Agrifood companies that demonstrate measurable impact and a good return on investment have concrete chances of success in the European market. However, market entry can be complex. To address these challenges, EIT Food has developed Straight2Market (S2M), an acceleration program that directly connects agritech startups with major European retailers. ## What the Program Offers S2M offers startups a practical route to market readiness, combining consumer testing with direct feedback to refine products. The program includes financial support of up to €30,000 to develop or validate a Minimum Viable Product (MVP) and the opportunity to conduct pilot projects with major European retailers. Retailers, in turn, gain cost-effective access to disruptive innovation focused on sustainability, technology, and supply chain efficiency. In 2025, the program supported 15 startups, helping them improve and validate their technologies and products in real retail environments. S2M involved four major retailers: Eroski, Migros, Ametller Origen, and Sonae, all strong supporters of open innovation and collaboration with entrepreneurs. ## Some Examples of Collaboration * **Eroski** collaborated with Triwuu (a digital platform that connects consumers directly with local producers), Remolonas (a company that combats food waste by giving a second life to "imperfect" fruits and vegetables), and Iztueta (an artisanal dairy producer). * **Migros Up** collaborated with Yummate (vegan and gluten-free snacks), Artisan Candy (gourmet candies), and Hubixos (functional beverages). * **Sonae** collaborated with Tetis Biotech (marine biotechnologies). * **Ametller Origen** collaborated with Genky Innovations (functional foods inspired by longevity). According to Izaskun Valle, Business Innovation Project Manager at EIT Food, Straight2Market highlights the transformative impact that collaboration can have in shaping the future of food.