The University Challenge: Route to Market & Business Value, launched by the IFFI Academy, is a collaborative initiative that connects academia and industry to address real-time business challenges in the food ingredients sector.
In partnership with a university, BSc and MSc Business Administration students work on live business cases submitted by IFFI-affiliated food ingredient manufacturers. The challenge focuses on two key questions: how to clearly articulate and quantify the business value of innovative food ingredients in specific markets, and which routes to market are best suited to capture that value.
Students analyse the cases from market, strategic and commercial perspectives, exploring a range of go-to-market options such as branded applications, private label, B2B partnerships and emerging channels.
By bringing together fresh academic thinking and real industry challenges, the University Challenge stimulates new insights, accelerates learning and strengthens the connection between future business leaders and the food ingredients industry.
What’s in it for me?
For food ingredient producers:
- Gain fresh, independent perspectives on the market potential of your innovations
- Explore multiple routes to market with structured, strategic analysis
- Challenge and sharpen your value proposition using external, unbiased thinking
- Engage with future talent and strengthen your employer brand within academia
For students:
- Work on real-life industry cases instead of theoretical assignments
- Develop hands-on experience at the intersection of strategy, innovation and technology
- Strengthen commercial and strategic skills relevant to the food ingredients industry
- Build industry exposure and networks that support future career opportunities
In short, the University Challenge creates mutual value: actionable insights for ingredient producers and meaningful, real-world experience for the next generation of business professionals.
