FoodTech Award 2024: scouting for retail media solutions for Barilla and Lavazza

The two leading players in the food industry are on the lookout for cutting-edge solutions that can empower brands and retailers to enhance engagement along the shopping journey, while mapping and better understanding new customers’ behavior. Winners will get the chance to explore potential pilot projects with both brands.


Lugano, 03 June 2024 – The fourth edition of the FoodTech Innovation Award represents a forward-thinking approach to open innovation, sponsored by Barilla and Lavazza in collaboration with Loomish, a Swiss investment management company, and LTCC.

The FoodTech Innovation Award 2024 aims to identify groundbreaking cutting-edge solutions in the “Retail Media” field. Specifically, the scouting will focus on new technologies that can help Barilla and Lavazza boost customer engagement and interaction across different channels and touchpoints, also allowing brands and retailers to collect and analyze customer data to face fast-paced evolving behaviors.

In an increasingly competitive food market, Barilla and Lavazza are actively seeking new innovative solutions to improve brand interaction with customers along the shopper journey and efficiently collecting and analyzing data to understand their behavior. Startups and scale-ups, both locally and internationally, have an unprecedented opportunity to showcase their cutting-edge innovations and establish strategic partnerships with industry leaders Barilla and Lavazza.

All projects will be evaluated by a prestigious jury, consisting of executives from Barilla and Lavazza, prominent figures from major Swiss and Italian retailers, and key representatives from companies and universities affiliated with the Lifestyle Tech Competence Center.

This scouting project is made possible through the support of sponsors and partners, including Barilla, Dagorà, Lavazza, Lifestyle Tech Competence Center, Loomish, SUPSI, and USI. The call for submissions remains open until 26 July at the following link:

The finalists will then be announced on 1 October 2024, and invited to physically join a dedicated event in Zürich, Switzerland, on 22 October 2024 and to present their ideas in front of the initiative’s prestigious jury.

Andrea Bello, Innovation and Experience Senior Manager at Lavazza: “We continue our collaboration with the LTCC high-tech hub as we consider it essential to actively participate in dialogue platforms on open innovation opportunities. The continuous evolution of the shopping experience constantly motivates us to share knowledge on innovative approaches not only related to our core business and the coffee category ecosystem but also exploring transversal areas in the food world. Like Lavazza, we recognize the importance of shared research to develop effective solutions and promote progress in the industry, and we offer our expertise to make a concrete contribution to this goal”.

Luca Ravazzoni, eCommerce Director at Barilla says: The numerous touchpoints make the purchasing journey complex and digital, amplifying the opportunities for interactions between shoppers, Retailers, and Brands. Communication and distribution channels demand increasingly personalized and relevant information, content, and offerings for shoppers. In this landscape, data and new technologies are essential to understand various shopper needs and journeys, serving as a shared assets for both brands and retailers. New technologies, collaborative strategies, and fresh ideas are key drivers to innovate the industry, and the FoodTech Innovation Award provides an exceptional platform to discover new empowering solutions worldwide.

Carlo Terreni, President of the Lifestyle Tech Competence Center and Founder of the M&A advisory boutique Loomish, highlights the crucial importance of collaborative partnerships in the context of FoodTech 2024: “Thanks to this initiative, we offer senior industry leaders the rare opportunity to explore the latest innovations, ensuring them a competitive advantage in an ever-evolving market. Additionally, investors receive valuable insights into emerging technologies shaping the future of the food retail sector. This collaboration underscores our ongoing commitment to promoting innovation, fostering engagement, and building strong partnerships with Swiss and Italian retailers over time. For these reasons, once again, I am delighted to announce the launch of the fourth edition of the FoodTech Innovation Award sponsored by Barilla and Lavazza.”


Contact information

Ledia Malecaj – – +41763870849


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 quality of its food products. With its brands – Barilla, Mulino Bianco, Pan di Stelle, Gran Cereale, Harrys, Pavesi, Wasa, Filiz, Yemina, Misko, Voiello, Academia Barilla, First, Catelli, Lancia, Splendor, Pasta Evangelists and Back to Nature – it advocates tasty, hearty and wholesome nutrition, inspired by the Mediterranean Diet and the Italian lifestyle.

When Pietro opened his shop more than 147 years ago, the main aim was to make good food. That principle has now become the Barilla way of doing business, with over 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, as far as possible, responsible supply chains, to contribute to a better present and future.

Since 1987, a historical archive has been collecting and preserving the company’s over 147-year history, now a resource open to all via the portal-museum

For further info, 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 turnover of over 3 billion euros 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 8 manufacturing plants in 5 countries. 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 revolutionised 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, one of the three competence centers officially recognized by Switzerland Innovation Park Ticino and connected to the existing one in Zurich, is a Swiss association dedicated to supporting innovative companies engaged in research and development within the Lifestyle Tech sector. This includes areas such as FoodTech, FashionTech, BeautyTech, TravelTech, DesignTech, and Smart Living, among others. The Association’s primary goal is to facilitate collaboration between academic institutes and companies, fostering the exchange of technology and knowledge.

The members of the Lifestyle Tech Competence Center Association include Accenture, Antares Vision Group, Assos of Switzerland, Bally, Barilla, BertO Salotti, Città di Lugano, Dagorà Lifestyle Innovation Hub, Guess, Hyphen Group, Lavazza, Loomish, Microsoft,, SUPSI, UBS, USI and VF Corporation. Find out more at

About Loomish:

Loomish SA is a Swiss-based investment management firm specialized 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 centre Zurich and the global lifestyle hub 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