Deadline: 20 June 2025
The Straight2Market Program is now open for applications to foster collaboration between retailers and startups to market food products, test and implement Proofs of Concept (PoC) that drive technological advancements in the retail sector.
Key Objectives
- Support the market launch of innovative food products aligned with EIT Food missions.
- Enable PoCs for technological solutions targeting food waste, sustainability, and resilient supply chains.
- Test and improve food products using valuable consumer insights to enhance market fit and impact.
- Facilitate open innovation by encouraging collaboration between retailers and startups.
Focus Areas
- Food Products: Aligned with EIT Food’s goals in health, sustainability, and circularity:
- Reduce risk of obesity & noncommunicable diseases (NCDs):
- Products with reduced salt, sugar, and fats, or improved nutritional profiles.
- Alternative sources:
- Products derived from alternative proteins, new plant varieties, or innovative production techniques.
- Food waste & loss reduction:
- Products or processes using revalorized food system sidestreams and waste streams.
- Environmental impact & circular economy:
- Products that reduce CO₂ emissions or align with EU Circular Economy goals (waste reduction, recycling, innovation).
- Reduce risk of obesity & noncommunicable diseases (NCDs):
- Retail Technology Solutions: Focused on efficiency, resilience, and sustainability:
- Reduce food waste & loss:
- Tech that reduces food loss in-store and across the customer journey.
- Circular solutions for food systems:
- Innovations addressing waste and sustainability challenges.
- Resilient supply chains:
- AI-driven or digital tools enhancing supply chain robustness and adaptability.
- Reduce food waste & loss:
Funding Information
- The total budget for this call is €150.000. Implementing participants will receive a subgrant to fund their cost. This is cascade funding:
- The project runs from July 2025 to July 2026. The maximum funding available for that period per application is €50.000.
- There is a 6 million EUR limit per participants from Member States of the European Union (EU) and from Horizon Europe Associate Countries for the whole 3-year Grant Agreement. Legal entities from nonHorizon Europe Associate countries can participate in consortia but are limited to funding of 60 000 over 3 years for a Grant Agreement. This funding is implemented under GA 01101912. In those limits are included all the EIT Funding awarded to an organization across all the activities and prizes for the 3-year grant agreement.
Eligibility Criteria
- Retailers and startups:
- All: Be a legally incorporated entity in one of the EU or Horizon Europe eligible countries listed below for a minimum of 3 years.
- EU Member States: Cyprus, Greece, Italy, Malta, Portugal, Spain
- Horizon Europe Associated Countries: Turkey
- Outermost Regions: Azores and Madeira (Portugal), and the Canary Islands (Spain)
- Startups: Startups must be legally constituted with a minimum of two full-time founders and must have demonstrable business metrics.
- Provide a PIC Number
- All: Be a legally incorporated entity in one of the EU or Horizon Europe eligible countries listed below for a minimum of 3 years.
For more information, visit EIT Food.
