Last week, the Food4Safety project hosted the 4th Incubation Activity, “Marketing and Brand Development for Agrifood Innovations”, delivered by ITC – Innovation Technology Cluster Slovenia and facilitated by marketing expert Marjana Bratuša from BAD BONES studio.

This workshop supported FS4Africa Use Case teams and key stakeholders in strengthening their market positioning and communication strategies. It focused on defining clear value propositions, building strong and trustworthy brand identities, and effectively communicating agrifood innovations to target audiences.

It also highlighted the specific challenges of marketing food safety innovations where value is often not immediately visible, and adoption depends on building trust, credibility, and relevance for end users.

Participants gained practical insights into branding, customer segmentation, and tailored marketing approaches for the agrifood sector, supported by real-life case studies and actionable guidance for early-stage innovations.

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