'Ketchum Netherlands is both a leading food marketing agency and progressive thought leader -- one that is driving and facilitating sustainable product innovation in the food sector. We observed that start-ups often have great ideas to feed the world’s growing population more sustainably – yet limited resources, connections or business know-how to execute their visions. We saw the opportunity to create a high profile stage for these innovators to present their ideas to a “jury” of large established retailers -- like Albert Heijn and the world’s largest agriculture bank, Rabobank -- which have the power to bring food innovations from laboratories to the market. To give innovators a voice and showcase their passion and creativity, Ketchum organized a “shark tank-like” competition – the Ketchum Food Lab -- for food start-ups, inviting them to submit videos presenting their breakthrough concepts. We leveraged radio and social media channels to drive awareness of the contest within the food community, and among business and food media and influencers. The winning innovation to feed healthier food to the world’s growing population in a more sustainable way came from start-up Seamore. Today their seaweed pasta is on shelves at Albert Heijn as a result of Ketchum’s initiative to foster increasing collaboration between start-ups and large food companies and create a vital platform for forming business partnerships.'
Tags: Food , sustainability , entrepreneurship , startups , innovation , competition , agency , food innovation , food marketing , ketchum , sustainable food solution , Ketchum Amsterdam , Ketchum Netherlands
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