HyveGeo’s approach to restoring degraded land stands out at the FoodTech Challenge
Updated
January 21, 2026 11:09 AM
Clusters of sandstone buttes in Monument Valley, Colorado Plateau. PHOTO: UNSPLASH
HyveGeo, a climate-focused startup, has been named one of the global winners of the FoodTech Challenge, an international competition designed to surface practical technologies that strengthen food systems in arid and climate-stressed regions.
The FoodTech Challenge (FTC) is based in the UAE and brings together governments, foundations and agri-food institutions to identify early-stage solutions that address food production, land degradation and resource efficiency. Each year, hundreds of startups apply from around the world. In 2026, more than 1,200 teams from 113 countries submitted entries. Only four were selected.
HyveGeo stood out for its approach to one of agriculture’s hardest problems: how to make desert soil usable again. Founded in 2023 by a group of scientists and researchers, the Abu Dhabi-based company focuses on regenerating degraded land using a process built around biochar, a carbon-rich material made from agricultural waste, enhanced with microalgae. The aim is to accelerate soil recovery in environments where water is limited and land has been heavily stressed.
What caught the judges’ attention was not just the technology itself, but the way it links several challenges at once. The system turns waste into a usable soil input, reduces the time it takes for land to become productive and locks carbon into the ground instead of releasing it into the atmosphere. In short, it addresses land degradation, food production and climate pressure through a single framework.
As a winner of the FoodTech Challenge, HyveGeo will share a US$2 million prize with the other selected startups. Beyond funding, the company will also receive support from the UAE’s innovation ecosystem, including research backing, pilot projects, market access and incubation services to help move from testing into wider deployment.
The team’s plans focus on scaling within the UAE first. HyveGeo aims to work across Abu Dhabi’s network of farms and gradually expand into other arid and climate-stressed regions. Its longer-term target is to restore thousands of hectares of degraded land and contribute to carbon removal through soil-based methods.
Placed in a broader context, HyveGeo’s win reflects a shift in how food and climate technologies are being evaluated. Instead of chasing dramatic breakthroughs, competitions like the FTC are increasingly backing systems that connect waste, land, water and carbon into something usable on the ground. Not futuristic agriculture, but practical repair work for environments that can no longer rely on old farming assumptions. If that direction continues, the next wave of food innovation may be less about spectacle and more about quiet, scalable fixes for places where growing food has become hardest.
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Amid AI and tech startups, Eastseabrother proved the power of demand and trust.
Updated
January 9, 2026 10:34 AM
Cats having a jolly good time with a can of tuna. PHOTO: UNSPLASH
At a Silicon Valley pitch event crowded with AI, SaaS and deep-tech startups, the company that stood out was not selling software or algorithms. It was selling pet treats.
Eastseabrother, a premium pet food brand from South Korea, ranked first at a Plug and Play–hosted investor pitch competition in Sunnyvale. The product itself is simple: single-ingredient pet treats made from wild-caught seafood sourced from Korea’s East Sea. The company follows a principle it calls “Only What the Sea Allows”, working directly with regional fishermen while avoiding overfishing. With no additives and minimal processing, what sets Eastseabrother apart is not novelty, but control—over sourcing, supply chains and consistency.
That clarity helped the company walk away with both Best Product and Best Potential. “Investors asked detailed questions about repeat purchase rates and customer feedback, not just our technology or supply chain”, said Eunyul Kim, CEO of Eastseabrother. “That told us the market is shifting—real consumer trust now carries as much weight as a compelling tech narrative”.
What truly caught investors’ attention was not an ambitious vision of the future, but concrete evidence of traction today. Eastseabrother has already secured shelf space in specialty pet stores across California, New York and North Carolina, including an exclusive partnership with EarthWise Pet, a national specialty retail chain. At a consumer showcase at San Francisco’s Ferry Building, the brand recorded the highest on-site sales among all participating companies.
At its core, the pitch was built on simplicity: one ingredient, clear sourcing and a defined customer need. In a market saturated with complex products and abstract claims, that focus and transparency stood out.
The judges’ decision also reflects a broader shift in venture capital thinking. Not every successful startup is built on complex software or high-tech innovation. In categories like pet care—where trust, quality and transparency shape buying behavior—execution and credibility can matter more than technical sophistication.
Today, Eastseabrother has extended its reach beyond the U.S., expanding into Singapore and Hong Kong, with additional plans to grow further in North America as demand for premium pet food rises. And the broader takeaway from this pitch is not that consumer brands are overtaking tech startups. It is that investors are increasingly focused on fundamentals: who is buying, why they are returning and whether the business can sustain itself beyond the pitch deck.