Navigating the Challenges of Maritime Food Innovation: From Concept to Commercialization

In our previous two posts, we highlighted the challenges renewable energy and water technology innovators face when trying to bring their ideas to market. We also proposed ways to overcome these challenges. Next in this series are those innovators trying to make "waves" in the maritime food sector.

The blue economy is rapidly emerging as a vital frontier for sustainable food production, with innovations like algae-based proteins, lab-grown seafood, and sustainable aquaculture promising to revolutionise how we feed a growing global population. However, maritime food innovators face significant hurdles in bringing their products to market, ranging from consumer scepticism to stringent regulations and logistical complexities.

In this blog post, we’ll explore the key challenges these innovators encounter and how strategic partnerships, such as those with Growth Lantern, can help overcome these barriers through product development support, commercialisation strategies, and go-to-market expertise.

1. Consumer Acceptance & Market Education

The Challenge

Novel maritime foods, such as algae-based snacks or cell-cultured fish, often face consumer scepticism. Wageningen University highlights that shifting dietary habits requires significant marketing efforts and educational campaigns to demonstrate the taste, safety, and sustainability benefits.

Solutions

Pre-Launch Strategies:

• Co-branding with chefs and influencers – Dutch startup The Seaweed Company successfully partnered with Michelin-starred restaurants to introduce seaweed in gourmet dishes, enhancing its premium appeal.

• Behavioural nudges – Labels like “climate-friendly” or “ocean-positive” can influence purchasing decisions (Wageningen University, 2023).

Post-Launch Strategies:

• B2B-first approach – Selling ingredients to established food manufacturers (e.g., algae to Royal DSM for protein blends) can bypass initial consumer resistance.

Growth Lantern supports maritime food innovators with market research and consumer insights, helping refine messaging and positioning. Their go-to-market (GTM) strategies can identify the right early adopters—whether B2B buyers or eco-conscious consumers—to accelerate acceptance.

2. Strict Food Safety & EU Regulations

The Challenge

The European Food Safety Authority (EFSA) requires extensive approvals for novel foods, a process that can take years and delay market entry. Additionally, aquaculture faces strict restrictions on antibiotic use, complicating production scalability.

Solutions

Pre-Launch Strategies:

• EFSA pre-submission consultations – Early engagement can prevent costly rejections.

• GRAS (Generally Recognised As Safe) certification – For faster entry into the US market while awaiting EU approval.

Post-Launch Strategies:

• Policy lobbying – Organisations like North Sea Farmers advocate for seaweed-specific regulatory carve-outs, easing compliance burdens.

Navigating food regulations requires expertise in regulatory strategy and compliance. Growth Lantern offers product development support, helping innovators structure their submissions and identify alternative markets (e.g., the US or Asia) where approvals may be more expedited.

3. Overfishing & Sustainability Pressures

The Challenge

NGOs and certification bodies (e.g., Marine Stewardship Council - MSC) scrutinise fisheries’ environmental impact. Meanwhile, sustainable feed alternatives (e.g., insect-based or algae-derived) are more expensive than traditional options, thereby squeezing profit margins.

Solutions

• Certifications & partnerships – Obtaining MSC or ASC (Aquaculture Stewardship Council) certification can enhance credibility.

• Alternative feed innovation – Companies like Protix (insect protein) and Corbion (algae-based omega-3s) are reducing reliance on wild-caught fishmeal.

Growth Lantern assists in sustainability positioning and supply chain optimisation, ensuring that maritime food startups meet eco-certifications while keeping costs competitive. Their market development support helps identify buyers willing to pay a premium for sustainable seafood.

4. Logistics & Cold Chain Gaps

The Challenge

Seafood is highly perishable, requiring robust cold chains. Rural production hubs (e.g., Zeeland in the Netherlands) face export challenges due to inadequate infrastructure.

Solutions

Pre-Launch Strategies:

• Partnerships with logistics hubs – Collaborating with the Port of Vlissingen, for example, for refrigerated export facilities.

• Shelf-stable product development – Dried seaweed snacks or fermented fish products reduce spoilage risks.

Post-Launch Strategies:

• Localised processing – Minimising transport distances by processing near production sites.

Growth Lantern’s commercialisation support includes identifying optimal distribution channels and partners to strengthen supply chains. They also help in product diversification (e.g., shelf-stable formats) to mitigate logistical hurdles.

Conclusion - Turning Challenges into Opportunities

Maritime food innovators are at the forefront of a sustainable food revolution, but their path is fraught with challenges related to regulations, logistics, and market adoption. Strategic approaches—such as B2B-first launches, regulatory foresight, and sustainable supply chain management—can mitigate these barriers.

Growth Lantern plays a pivotal role in this ecosystem by offering:
✅ Product Development Support – From Formulation to Regulatory Compliance.
✅ Commercialisation & go-to-market strategies – Identifying early adopters and scaling distribution.
✅ Market development – Building partnerships and sustainability narratives that resonate with consumers.

By leveraging these expertise areas, maritime food innovators can accelerate their journey from concept to commercial success, driving the blue economy forward.

Sources:

• Wageningen University & Research (2023). Consumer Acceptance of Alternative Proteins.

• European Food Safety Authority (EFSA). Novel Food Approval Process.

• Marine Stewardship Council (MSC). Sustainable Fisheries Certification.

• North Sea Farmers. Policy Advocacy for Seaweed Producers.