"We still imagine traditional farmers practicing rudimentary agriculture. However, this vision is increasingly distant from the reality of the current agrifood sector, especially in Portugal", stated Filipe Santos before an audience of agribusiness researchers gathered at CATÓLICA-LISBON on December 11. The occasion marked the final event of Agrifood Disruptor, a pioneering and innovative program designed to address sustainability challenges in the agrifood sector.
The agrifood industry is undergoing a profound transformation, driven by the adoption of new technologies and processes, innovative products, and a deep rethinking of food production methods. This movement affects not only the types of food offered but also the methods used to produce them, reflecting an unprecedented cultural and technological shift.
Despite these advancements, Filipe Santos highlighted a common obstacle in Europe and Portugal: the difficulty of converting scientific discoveries into viable market products. Programs like Agrifood Disruptor, promoted by BGI in partnership with CATÓLICA-LISBON, EIT Food, and Instituto Superior Técnico, play a crucial role in bridging this gap. Over an intensive three-month period, researchers from institutions such as the University of Évora, Polytechnic Institute of Beja, Instituto Superior Técnico, and University of Porto participated in the program, accelerating the transition of innovative ideas into tangible market applications.
Projects such as Caseus, which aims to revolutionize cheese production with more sustainable methods, and Surrender, which transforms functional mushrooms into products like chocolates and gummies, were among the creative and sustainable solutions presented by researchers. These initiatives illustrate the transformative potential of a new generation of farmers and researchers committed to aligning technological innovation with sustainability and efficiency.
Cláudia Godinho, Head of Academy at BGI, emphasized the importance of market validation for innovations: "Only 3.4% of all EU startups operate in the food industry, and 90% of them fail due to a lack of market demand. Programs like Agrifood Disruptor enable entrepreneurs to assess whether there is indeed a market for their innovations".
Emerging Trends in the Agrifood Sector
The event also highlighted several trends shaping the future of the sector. Filipe Ravara, Director of the Strategic Agribusiness Management Program at CATÓLICA-LISBON, addressed the challenge of balancing food production with "nature production", a concept promoting biological and environmentally conscious practices.
Maria Estarreja, Director of the Retail Innovation Lab at CATÓLICA-LISBON, underscored the growing demand for foods that promote well-being, such as those that improve sleep or reduce stress. She also noted the high demand for dietary supplements, with over half of consumers turning to vitamins and proteins. Additionally, she highlighted the rise of special diets, such as gluten-free or vegan options, often linked to health and personal values.
Another significant trend is the expansion of meat alternatives, including plant-based products, vegetables, and even insects, aimed at addressing environmental concerns. At the same time, younger generations, such as Gen Z and Gen Alpha, prioritize product traceability and sustainability, while seeking brands with a clear purpose.
Rita Coelho do Vale, Dean of Undergraduate Programs and Associate Professor of Marketing at CATÓLICA-LISBON, stressed the importance of branding in gaining consumer acceptance of new products, emphasizing that aligning marketing strategies with consumer behavior is critical for market success.
CATÓLICA-LISBON's Research in the Agrifood Sector
Founded in 2020, the Food Behaviour Lab at CATÓLICA-LISBON brings together various projects focused on studying consumer behavior around food, with the goal of promoting positive changes in healthy and sustainable consumption habits. During the event, a segment was dedicated to showcasing projects from this research center, led by researcher Ana Costa. Topics explored included protein transitions and the use of insects as alternative food sources.
Recognized as Portugal’s most entrepreneurial university, CATÓLICA-LISBON has been at the forefront of debates on sustainability and economic feasibility in business. As Nuno Moreira da Cruz noted: "Sustainability is only viable if there’s a business case. Without integrating it as part of the core business, it won’t work".
The ideas and reflections shared during the event underline the importance of balancing purpose and economic feasibility, inspiring concrete actions that can transform the agrifood sector. Through initiatives like Agrifood Disruptor, CATÓLICA-LISBON reaffirms its commitment to a more sustainable and innovative future.