Short answer
When designing for or collaborating with agri-food startups focused on circularity, consider whether they are primarily driven by biotech innovation, digital enablement, or packaging solutions, as this will inform their operational strategies and needs.
- Field
- Sustainability
- Source
- Business Strategy and the Environment (2025)
- Method
- Content analysis and hierarchical clustering
- Sample
- 79 startups
- Evidence
- Moderate effect
Circular economy startups in the agri-food sector can be broadly classified into three main types: biotech-driven sustainable producers, digital CE enablers, and circular packaging pioneers. This sustainability research insight is drawn from a 2025 study published in Business Strategy and the Environment. Using Content analysis and hierarchical clustering with 79 startups, researchers explored how this design variable affects real-world outcomes. The key design takeaway: When designing for or collaborating with agri-food startups focused on circularity, consider whether they are primarily driven by biotech innovation, digital enablement, or packaging solutions, as this will inform their operational strategies and needs.
Circular Agri-Food Startups Categorized into Three Distinct Archetypes
Circular economy startups in the agri-food sector can be broadly classified into three main types: biotech-driven sustainable producers, digital CE enablers, and circular packaging pioneers.
Business Strategy and the Environment · 2025
Key Findings
- 01Biotech-driven sustainable producers: Upstream focus, repurposing/upcycling strategies, technology-oriented business models.
- 02Digital CE enablers: Cross-supply chain application of digital solutions, reduction strategies, platform-oriented business models.
- 03Circular packaging pioneers: Focus on sustainable packaging, reuse strategies, product/service-oriented business models.
Application
Design takeaway
When designing for or collaborating with agri-food startups focused on circularity, consider whether they are primarily driven by biotech innovation, digital enablement, or packaging solutions, as this will inform their operational strategies and needs.
How to apply
When developing new products or services for the agri-food sector, consider which of the three identified archetypes your offering best supports or aligns with.
Project actions
- 01When researching a sustainable design project, consider if your chosen area aligns with one of these startup archetypes.
- 02Use this typology to help define the scope and focus of your design intervention.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Provides a clear and actionable typology for a growing sector.
- +Based on a substantial sample size of innovative startups.
Limitations
The identified categories might not cover every single innovative approach a startup could take.
Reliability & validity
The use of hierarchical clustering and content analysis provides a structured approach, but the subjective interpretation of startup characteristics could influence reliability and validity.
Think critically
How might the boundaries between these three categories blur as startups mature or pivot their strategies?
Design Principles
"Categorize circular economy initiatives by their core strategic focus and technological approach to enable targeted support and development."
Understanding these distinct archetypes allows for more targeted support, policy development, and investment strategies. It helps stakeholders identify specific innovation pathways and potential collaborators within the complex agri-food supply chain.
What This Means for Your Design
This study breaks down companies trying to make the food system more sustainable into three main groups: those using biology to make things better, those using computers and apps, and those focusing on better packaging.
How to use in your project
- 1.Reference this study when discussing the landscape of sustainable business models in the agri-food sector for your design project.
Add to My Project
Quick Cite
Paragraph starter
This research provides a valuable framework for understanding the diverse landscape of circular economy startups within the agri-food sector, categorizing them into three key archetypes: biotech-driven sustainable producers, digital CE enablers, and circular packaging pioneers. This classification is crucial for identifying specific innovation pathways and informing targeted design strategies.
Source
Business Strategy and the Environment
A Typology of Circular Economy Startups in Agri‐Food Supply Chains: An Analysis of 79 Innovative Startups
journal · 2025
View sourceQuestions About This Research
- What does the research say about circular agri-food startups categorized into three distinct archetypes?
- When designing for or collaborating with agri-food startups focused on circularity, consider whether they are primarily driven by biotech innovation, digital enablement, or packaging solutions, as this will inform their operational strategies and needs. Evidence: Business Strategy and the Environment (2025).
- Why does "Circular Agri-Food Startups Categorized into Three Distinct Archetypes" matter for design?
- Understanding these distinct archetypes allows for more targeted support, policy development, and investment strategies. It helps stakeholders identify specific innovation pathways and potential collaborators within the complex agri-food supply chain.
- How can designers apply this research?
- When designing for or collaborating with agri-food startups focused on circularity, consider whether they are primarily driven by biotech innovation, digital enablement, or packaging solutions, as this will inform their operational strategies and needs.
- What were the main findings?
- Biotech-driven sustainable producers: Upstream focus, repurposing/upcycling strategies, technology-oriented business models.. Digital CE enablers: Cross-supply chain application of digital solutions, reduction strategies, platform-oriented business models.. Circular packaging pioneers: Focus on sustainable packaging, reuse strategies, product/service-oriented business models.
- What research method was used?
- Content analysis and hierarchical clustering with 79 startups.
- How strong is the evidence?
- Evidence strength is rated Moderate effect, based on a 2025 journal from Business Strategy and the Environment.
- What should I do differently in my next project?
- When developing new products or services for the agri-food sector, consider which of the three identified archetypes your offering best supports or aligns with.
- What are the limitations?
- The typology is based on a specific set of 79 startups and may not encompass all future or niche circular economy models within the agri-food sector.