“Sustainable” is a great! But it’s rarely enough.
In real markets–especially business to business (B2B)–buyers don’t adopt new solutions because they sound good.

They adopt them when risks are low, performances are proven, and economics make sense.

Across AgriLoop’s stakeholder work, one message kept repeating

Innovation succeeds when it clears real adoption gates–not when it only tells a good story. So, what are those gates? And what do they mean for the two AgriLoop pathways–PHA-based bioplastics and microbial protein?

Three crucial adoption gates

Even though industries differ, stakeholders consistently pointed to the same three hurdles:

1) Regulation
Is the product eligible and compliant? Can it be used in the intended market without legal uncertainty or long-lasting approval timelines?

2) Scalability
Can you deliver reliable volume and consistent quality–not once, but repeatedly? For many buyers, “pilot scale” is not proof. They need predictable supply, stable specifications, and operational reliability.

3) Price and economics
Does it work at cost-in-use–not just in cost per kilogram? In other words: when you include handling, performance, and end-of-life, does it still make economic sense?

The order of these gates can shift depending on the application, but the trio stays the same. You can think of them as a simple rule: if you fail one gate, the other two don’t matter.

Two pathways, not one

A key outcome of AgriLoop is that there isn’t one generic go-to-market strategy. There are two distinct roadmaps–because PHA and microbial protein face different buyer logics and qualification processes.

Pathway 1: PHA – Win where biodegradation is a functional requirement

For PHA, stakeholders were clear: the strongest case is where biodegradation solves a real end-of-life problem.

That’s why early entry opportunities are typically soil-contact applications; where removal is difficult or costly and where leaving material behind creates environmental burden. Examples include mulch films, plant-through pots, ties and clips, and fertiliser coatings.

The crucial implication is how success is measured. In these applications, PHA should not be judged only by resin price. It should (also?) be evaluated by field performance and total cost of use:

• Does it deliver the required function in the field?
• Does it reduce labour or end-of-life handling?
• Does it help avoid collection, contamination, or disposal costs?

This is where “biodegradability” becomes a functional and authentic advantage–not a slogan.

Pathway 2: Microbial protein – start with aquafeed, then scale stepwise

For microbial protein, the market logic is different. Stakeholders supported a sequenced entry strategy, because it allows faster validation and gradual risk reduction.

The most pragmatic pathway starts with aquafeed, where performance can be measured quickly and credibly through feed trials (digestibility, growth, feed conversion). From there, the strategy typically expands into premium pet food (a bridge market with higher margins and strong quality requirements), and only later into human food, where sensory expectations and approval pathways are more complex.

In simple terms: microbial protein scales best when you first build performance evidence and quality systems in markets that can absorb innovation faster–then move toward the most demanding applications.

What’s next?

AgriLoop’s stakeholder insights are not the end–they’re a handover to execution. The immediate priorities are to:

1. focus on the most plausible early entry segments,
2. translate adoption gates into evidence checklists,
3. validate demand with buyers and potential offtake partners, and
4. align pilots with regulatory pathways and realistic scale expectations.

This is how circular innovation moves from “promising” to adoptable–and from “interesting” to investable.

Are you interested in pilots, trials, or partnerships–whether in soil-contact PHA applications or microbial protein validation? AgriLoop is moving from stakeholder insight to market validation. Follow the project updates–or reach out if you want to collaborate.