March 7, 2019

Family-owned Mars Inc. announced the launch of Seeds of Change™, an early stage, food-focused accelerator established to foster rapid growth for food startups.

Named after the company’s organic seed and food brand, Seeds of Change™ will select six initial participants from the U.S. and four from Australia in the areas of: startup up food brands, innovative experiential offerings, new business models, and emerging technology.  The selected companies will be chosen based on how aligned their business is with Mars’ values of World Flavors, Plant-Based Eating, Easy Meal Solutions, Responsible Food, and Creating with Care.

“We’re committed to nurturing the next generation of food innovators who are dedicated to creating and delivering healthier and tastier food solutions for more people,” said Fiona Dawson, global president of Mars Food, Multisales and Global Customers, and sponsor of the program. “The accelerator is one of the many ways Mars Food is working to bring our Purpose – Better Food Today. A Better World Tomorrow. – to life.

In recent years there has been a flurry of accelerators and venture capital arms launched by large CPG companies including Kellogg, which launched eighteen94 in 2016; Campbell Soup, which launched Acre Venture Partners that same year; Nestle, which launched the Terra Food + AgTech Accelerator in partnership with Rabobank in 2017; Kraft Heinz which launched Evolv Ventures in 2018; General Mills which launched 301 Inc. in 2015; PepsiCo which launched PepsiCo HIVE; and Barilla, which launched Blu1877. The establishment of Seeds of Change™ is indicative that there is still an ongoing shift occurring within the food sector, and that there remains a scenario in which Big Food needs the rapid-response innovation generated by startups as much as startups need the capital available from Big Food.

“The food space is moving at an incredible pace today,”Clarence Mark, chief marketing sales, and innovation officer for Global Mars Food, told Food Business News. “The Seeds of Change™ Accelerator will help forward-thinking entrepreneurs and innovators scale their ideas and ultimately enhance the meals of tomorrow.”

And although Mars is a leader in the global confectionery space, and has $35 billion in global sales from some of the world’s best-loved brands, it can employ the accelerator as a tool through which to gain a presence in the wider, and more cutting-edge food universe by seeking out new developments beyond the category.

Led by Gary Arora, global lead of open innovation at Launchpad for Mars, the accelerator will award $50,000 to each participant in the four-month program. Additionally, each will be given access to a panel of industry expert mentors, including Stephen Badger, chairman of the board for Mars, Inc.; brand builder and recent “guest shark” on Shark Tank Rohan Oza; and JKR, a design-led creative agency with a history of launching noted startups.

“The Seeds of Change™ brand is a prime example of the power of starting small and growing strong,” said Arora. “Seeds of Change™ was founded nearly 30 years ago to preserve the biodiversity of seeds and to make these organically grown seeds more readily available to gardens and farmers. By helping start-ups tackle practical business challenges, such as scaling a product and brand storytelling, and giving them access to our extended network of mentors and advisors, we’re nurturing the next generation of fresh ideas that will shape and enhance the meals of tomorrow.”

-Lynda Kiernan