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Advancing commercial traction: Customized Insights on key purchasing criteria for an agtech fermentation protein supplier

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A prominent agtech scale-up specializing in precision fermented protein approached us to strengthen their commercial expansion. With a rapidly evolving agtech market and a sizable pipeline of potential customers, they needed nuanced insights into the buying behaviors and purchasing criteria of different food manufacturers. Their primary objective: fine-tune their commercial approach, mitigate supply chain risks, boost sales conversion rates across multiple regions and understand the decision making process of prospective customers. 

Our approach

Over the course of five weeks, our consulting team, comprising a Project Manager and one consultant, conducted a comprehensive analysis of procurement practices, drawing on proven frameworks as well as interviews with key procurement, R&D, and quality assurance stakeholders from various food manufacturers and distributors. In parallel, we reviewed agtech industry datasets and conducted targeted desk research to triangulate our qualitative insights, continuously aligning outputs with the client’s needs through regular checkpoints.

AgTech purchasing process


Key components:

Purchasing process mapping
Thoroughly examined the end-to-end buyer journey for key ingredient categories, highlighting decision-maker roles, demand-planning nuances, and supply assurance protocols.

Key purchasing criteria
Identified the most critical factors influencing supplier selection, such as price stability, product functionality, regulatory compliance, sustainability metrics, and contingency plans for supply disruptions.

Commercial narrative & messaging
Translated insights into a concise, fact-based narrative showcasing the client’s unique selling points (e.g., pricing, functionality, lower supply risk), ensuring alignment with buyers’ strategic priorities.

Market benchmarking
Benchmarked against existing ingredient suppliers in terms of procurement processes, financing and risk factors of the traditional protein markets

Roadmap to commercialization
Provided a step-by-step approach to integrate these insights into the client’s commercial playbook, including guidelines for buyer education in agtech, packaging flexibility, and robust internal operations.
No red flags were found in the 10 assessment criteria – anonymized BGP assessment

Client impact

The final deliverables equipped the client with a clear, evidence-based understanding of how large scale food companies assess new suppliers and integrate new ingredients into their production lines. Our work enabled them to:

• Articulate a compelling value proposition tied directly to buyer pain points (e.g., volatility, supply chain disruptions).
• Confidently engage prospective customers with tailored arguments on agtech cost savings, shelf-life benefits, and alignment with sustainability targets.
• Implement a robust commercial roadmap, including buyer outreach, better contract structures, and streamlined internal operations for reliable order fulfillment.


As a result, the client is actively implementing these recommendations to strengthen market penetration and foster long-term partnerships with major food manufacturers. Their leadership team anticipates a marked increase in successful product trials and, ultimately, accelerated revenue growth.

Interested in how a customized insights report could look for your request? 
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Still not sure we can help with your request?

Our consulting team based out of Europe and 2500+ expert team located in 60+ countries cover the full AgriFood Tech value chain globally. Let’s discuss your request to define how we can best help in your niche area and geography.
Floor Buitelaar- Bright Green Partners
Floor Buitelaar
Managing Partner
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