Barilla and Lavazza select Typeface as the winner of the FoodTech Award 2023

Barilla and Lavazza, members of the Lifestyle Tech Competence Center and renowned multinational food giants, have announced the winner of the FoodTech Award 2023. This special announcement comes after an insightful pitch day held at the prestigious UBS headquarters in Lugano, highlighting a moment of innovation and excellence. Typeface from the United States is the winner of the Award’s third edition.


Lugano, September 28, 2023 – Barilla and Lavazza, esteemed members of the Lifestyle Tech Competence Center (LTCC) headquartered in Lugano, Switzerland, came together to identify and celebrate the winner of this year’s FoodTech Award 2023. The event took place yesterday at the UBS conference center in Lugano, where numerous industry leaders acknowledged and applauded the finalists.

Centered on discovering innovative solutions within the domain of the Food and Retail industry, the initiative, co-managed by the Lugano-based M&A boutique Loomish and LTCC, was specifically targeted at startups and scale-ups actively involved in the B2B or B2B2C “Shoppable Marketing” area. These chosen enterprises hold the potential to offer invaluable assistance to Barilla and Lavazza in understanding consumer behaviors, meeting their needs, and enriching their shopping experiences. More details about the initiative can be found here:

The selection of the finalists was the result of a multi-step journey that began earlier this year and included: an industry workshop to determine the year’s innovation requirements, global scouting, receiving over 70 applications, as well as the selection of the 12 finalists who presented their technological solutions in front of a high-profile jury panel today.

The jury panel comprised top executives from Barilla and Lavazza, key figures from prominent Swiss and Italian retailers, and senior leaders from member companies of LTCC, which include organizations like Accenture, Microsoft, SUPSI, UBS, and USI as well as venture capital firms like New Epoch Capital.

The winner of this year’s Food Tech Award 2023 is:


Typeface is the generative AI platform to supercharge personalized content creation for businesses. By uniting content velocity with brand personalization and control, any enterprise can create on-brand content faster and easier than ever before. Typeface raised $165 million from Salesforce Ventures, Lightspeed Venture Partners, Madrona, GV (Google Ventures), Menlo Ventures, and M12 (Microsoft’s Venture Fund).

By earning the prestigious title of FoodTech Award 2023 winner, Typeface will also have the opportunity to explore a pilot project in partnership with Barilla and Lavazza.

Luca Ravazzoni, Channel Team Senior Manager e-Commerce at Barilla Group, said:

“We are pleased to be part of the third edition of the FoodTech Innovation Award, an initiative that brings together industry partners like Barilla and Lavazza, players in the Retail world, and the Lifestyle Tech Competence Center.

Together, we aim to address current and future challenges affecting the Food & Retail industry. In an increasingly complex phygital ecosystem, rich in online and offline touchpoints, a personalized and seamless shopping experience becomes crucial for the shopper. This is the focal point of this year’s start-up call: to create a more modern, satisfying, and personalized omnichannel shopping journey.

We believe that through collaboration, technological innovation, and analytics work, we can develop tangible value for both the shopper and the Food & Retail industry.”

Andrea Bello, Innovation and Experience Senior Manager at Lavazza Group, stated:

“We are thrilled to continue our collaboration with LTCC, an innovative environment where the sharing of knowledge and expertise is fundamental to the development of effective solutions. The shopping experience is rapidly evolving from an omnichannel approach to an optichannel one, a choice increasingly clear and direct by consumers, who are now empowered by technology.

Thanks to the FoodTech Innovation Award, we had the privilege of witnessing extraordinary proposals that demonstrate how the interaction between startups and industry allows us to explore new opportunities for innovation and success. In this context, we would like to congratulate all participants and finalists for their extraordinary commitment and the high-quality solutions they presented. We hope that the winners can join us and contribute to innovating the world of Food & RetailInizio modulo.”

Gabriele Amadò, Responsabile Clientela aziendale UBS Area di Mercato Ticino 2, commented:

“Hosting the FoodTech Award 2023 at our Lugano branch is a true honor. We strongly believe in innovation and talent development, understanding that embracing change and new ideas is paramount for transforming the present and building a better future. We are excited to witness how the selected startups have the potential to provide valuable assistance to companies in the industry by understanding consumer needs, analyzing their behaviors, and enhancing their shopping experiences. As a financial partner, it brings us great pleasure to support the Lifestyle Tech Competence Center in these endeavors. Together, we are creating opportunities to shape the technological landscape and inspire the next generation of talents.”

Carlo Terreni, President at LTCC and founder at Loomish, affirmed:

“We are delighted to have hosted the FoodTech Award 2023 at UBS in Lugano. It was an incredible experience to bring together visionary thinkers and creative minds from all over the world. The fact that we could draw in groundbreaking ideas from across the globe to enhance Ticino’s innovation landscape speaks volumes about what can be achieved through teamwork and creative problem-solving. This initiative is something that fills us with immense pride, and we are eagerly looking forward to the fourth edition! We are excited about the possibilities it holds, building even more game-changing partnerships and watching as innovation in the Food & Retail industry takes shape before our eyes. It’s an exciting journey, and we can’t wait to see where it leads us.”



Contact information

Ledia Malecaj – – +41 76 387 08 49


About Barilla Group

Barilla is a family business, not listed on the Stock Exchange, chaired by the brothers Guido, Luca and Paolo Barilla. It was founded by their great-grandfather Pietro Barilla, who opened a bakery in Parma in 1877. Today, Barilla is renowned in Italy and around the world for the excellence of its food products. With its brands – Barilla, Mulino Bianco, Pan di Stelle, Gran Cereale, Harrys, Pavesi, Wasa, Filiz, Yemina and Vesta, Misko, Voiello, Academia Barilla, First, Catelli, Lancia, Splendor, Tolerant, and Pasta Evangelists – it advocates tasty, hearty and wholesome nutrition, inspired by the Mediterranean Diet and the Italian lifestyle. When Pietro opened his shop 145 years ago, the main aim was to make good food. That principle has now become the Barilla way of doing business, with 8,700 people working for the company and a supply chain that shares its values and passion for quality. The Group’s commitment is to offer people the joy that good, well-made food can bring them, produced with selected ingredients from responsible supply chains, to contribute to a better present and future. Since 1987, a historical archive has been collecting and preserving the company’s 145-year history, now a resource open to all via the portal museum, a testament to the journey of an icon among Made in Italy products and to the changes in Italian society. For further information, visit:; Twitter: @barillagroup; LinkedIn: Barilla Group; Instagram: @barillapeople.

About Lavazza Group

Lavazza, founded in Turin in 1895, has been owned by the Lavazza family for four generations. Today the Group is one of the leading players on the global coffee scene, with a turnover of over € 2.3 billion and a portfolio of top brands that lead their respective markets, such as Lavazza, Carte Noire, Merrild and Kicking Horse. It is active in all business sectors and has operations in 140 markets, with 9 manufacturing plants in 6 countries and over 4,200 collaborators all over the world. The Group’s global presence is the result of over 125 years of growth and the more than 30 billion cups of Lavazza coffee produced every year are a testament to a remarkable success story, with the goal of continuing to offer the best coffee possible, in all forms, by focusing on every aspect of the supply chain, from the selection of the raw material to the product in the cup. Lavazza Group has revolutionized coffee culture by investing continuously in research and development: from the intuition that marked the company’s earliest success – the coffee blend – to the development of innovative packaging solutions; from the first espresso sipped in Space to the dozens of industrial patents. The ability to be ahead of the times is also reflected in the focus on sustainability – economic, social, and environmental – which has always been a benchmark for guiding corporate strategies. “Awakening a better world every morning” is the corporate purpose of Lavazza Group, with the aim of creating sustainable value for shareholders, collaborators, consumers, and the communities in which it operates, combining competitiveness with social and environmental responsibility.

About Lifestyle Tech Competence Center

The Lifestyle Tech Competence Center is a Swiss association that aims to support innovative companies that carry out research and development activities in the Lifestyle-Tech arena, including FoodTech, FashionTech, TravelTech, DesignTech, and Smart-living, among others. Specifically, the association intends to foster collaboration between academic institutes and companies, encouraging the exchange of technology and knowledge. Accenture, Antares Vision Group, Assos of Switzerland, Bally, Barilla, Città di Lugano, Dagorà, Guess, Hyphen Group, Lavazza, Loomish, Microsoft,, SUPSI, UBS, USI and VF are members of the Lifestyle Tech Competence Center Association. Find out more at

About Loomish

Loomish SA is a Swiss-based investment management firm specializing in Lifestyle Tech, with a focus on Food, Fashion, Travel, and Design industries. We are committed to accelerating value creation for all the players within the lifestyle ecosystem: investors, digital start-ups, and established corporations looking for innovative solutions. Strategically located in Ticino, between the dynamic financial center of Zurich and the global lifestyle hub of Milan, Loomish is perfectly positioned to link the best of both worlds. We deliver expert guidance and facilitate investments in the Lifestyle Tech sector, focusing primarily on the disruptive technologies offered by European medium-sized start-ups and scale-ups. Find out more at LinkedIn @Loomish_SA and