Barilla, the global food company known for its commitment to quality and sustainability, has officially opened applications for the 2025 edition of Good Food Makers, its open innovation program designed to support startups and innovative companies working to create a more sustainable, technologically advanced, and connected food system.
Now in its seventh year, the Good Food Makers initiative has evolved into a powerful platform for collaboration between Barilla and some of the most forward-thinking entrepreneurs in the agrifood sector. The 2025 edition introduces a bold new format: Good Food Makers – ECOSYSTEM. Developed in partnership with Almacube — the innovation hub affiliated with the University of Bologna and Confindustria Emilia — the revamped format aims to transform the program into a dynamic innovation ecosystem. The updated approach places a strong emphasis on partnerships throughout the value chain and the adoption of emerging technologies that drive sustainability and digital transformation.
Co-Creation at the Heart of Innovation
Barilla is inviting startups to join a four-week co-development journey that runs from September 2025 to January 2026, culminating in an Innovation Day to showcase the collaborative outcomes. During this immersive experience, three selected startups will work closely with Barilla professionals and ecosystem partners to co-create impactful, scalable solutions that address critical challenges across the entire food value chain — from agricultural production to retail shelves.
Claudia Berti, Head of Open Innovation at Barilla, highlighted the significance of this shift in the program’s strategy:
“Good Food Makers reflects our commitment to open innovation that generates real value. This special Ecosystem edition allows us to co-create impactful solutions with strategic partners, addressing key challenges like sustainability and digital transformation.”
2025 Focus Areas: Key Challenges and Partners
Each year, the program defines a set of thematic challenges designed to tackle specific pain points within the food industry. For the 2025 edition, Barilla has identified three innovation challenges, each supported by a leading industry partner:
- AgTech for Climate Resilience (in collaboration with Open Fields):
This challenge focuses on advancing agricultural technologies to improve the sustainable cultivation of basil — a critical ingredient in Barilla’s pesto and sauces — and manage wild herbs more effectively. Solutions might include climate-smart farming techniques, precision agriculture tools, or bio-based treatments that reduce environmental impact. - New Frontiers in Detection (in partnership with Bizerba):
Bizerba, a global leader in weighing and inspection systems, joins Barilla to explore advanced production-line detection technologies. The aim is to improve quality control, safety, and efficiency through innovations such as AI-powered inspection, machine vision, and real-time quality data analysis. - Best on Shelf (in cooperation with Conad Nord Ovest):
This challenge targets consumer-facing innovation, particularly in enhancing product visibility and shelf performance. Startups are encouraged to present tools that improve in-store navigation, optimize shelf space, personalize shopping experiences, or use data to track and improve product placement.
Application and Selection Process
Applications for the Good Food Makers 2025 program are currently open and will remain so until the end of July 2025. Startups from across the globe are encouraged to apply, especially those bringing disruptive technologies, data-driven solutions, or sustainability-first innovations to the table. The selected startups will not only gain access to Barilla’s extensive network of experts, facilities, and resources but will also benefit from mentorship, business development support, and potential long-term collaboration.
The program is known for its hands-on approach, offering participants real-world pilot opportunities with tangible outcomes — from improving traceability to reshaping consumer engagement.
Track Record of Impact
Since its inception in 2019, Good Food Makers has attracted more than 900 startup applications from over 25 countries. Of these, 26 startups have been selected for direct collaboration with Barilla’s teams, resulting in a wide array of innovative projects that have made a measurable impact across different parts of the company’s operations.
Some standout collaborations from past editions include:
- Connecting Food: Developed blockchain-based traceability technology to track fresh basil in Barilla’s supply chain, ensuring transparency from farm to packaging.
- Nosh Biofoods: Introduced fermentation-based techniques to produce nutrient-dense, sustainable food ingredients as part of Barilla’s commitment to alternative protein research.
- Manual.to: Created a user-friendly digital platform that simplifies training for factory workers. The solution is currently in use at Barilla’s Cremona manufacturing plant, increasing operational efficiency.
- Voxpopme: Delivered AI-driven consumer insight tools that have helped Barilla understand shifting customer preferences and refine product development.
These successful collaborations demonstrate the practical value that Good Food Makers generates — not only in terms of technological advancement but also in improving sustainability metrics and business agility.
Continued Commitment to R&D and Innovation
Barilla’s sustained investment in innovation underscores its belief that the future of food must be sustainable, inclusive, and data-informed. In 2024 alone, the company invested €50 million in research and development, reflecting its long-term commitment to leading in food innovation. A significant portion of this funding supports projects aimed at improving the environmental footprint of its operations, enhancing product quality, and integrating advanced digital technologies.
As part of its innovation strategy, Barilla is also expanding its global headquarters in Parma, Italy. The ongoing development will transform the site into a 12,000-square-meter innovation and technical excellence hub, positioning it as a central nerve center for R&D, sustainability strategy, and digital transformation.
A Platform for the Future of Food
The seventh edition of Good Food Makers comes at a time of growing global demand for innovation that balances nutrition, sustainability, and digitalization. Through its newly launched Ecosystem format, Barilla is redefining how large food corporations can work with startups not merely as vendors, but as true partners in innovation.
By building a collaborative network that spans academia, industry, and the startup community, Barilla is positioning itself at the forefront of open innovation in the agrifood sector — creating pathways to a future where food is not only good but also good for the planet.
Startups interested in applying to Good Food Makers 2025 can visit Barilla’s official innovation platform before the July 31st deadline to submit their proposals and take part in shaping the next chapter of sustainable food innovation.
