Bridging innovation and implementation: the key to biobased success in construction
In this article, Impact Innovation Strategist, Christiaan Glerum shares his key learnings from the Built by Nature Prize project: about collaboration, recurring barriers, and what it really takes to bring biobased innovation into practice.
Built by Nature Prize 2024 was an international innovation program aimed at accelerating biobased construction — building with natural, renewable materials.
Within this project, Impact Hub Amsterdam led global scouting efforts and, in collaboration with Built by Nature, supported four selected startups from Europe, Africa, Latin America and South East Asia. The goal: to connect their innovations to strategic partners who could help them scale and bring their solutions to market.
Key insights from connecting biobased innovations to the construction industry
Our goal was clear: build strong matches between early-stage biobased startups and established players in the construction industry. But even with a well-defined objective, one question quickly came into focus: how do you connect young companies, often without certification or market traction, to partners who prioritize reliability and proven solutions? And what truly motivates those partners to engage in the first place?
This program offered me a unique opportunity to gain an inside perspective of such a transition and to translate (corporate) strategy into practice by aligning real-world challenges with cutting-edge solutions. Which conversations actually lead somewhere? Which barriers keep recurring? And what role do relationships, trust and timing really play in achieving lasting impact?
In this article, I share key insights that aren’t just relevant for startups — but especially for sustainability and innovation managers in the construction sector.
As Program Manager of the Built by Nature Prize Support Programme, Christiaan Glerum had the opportunity to advise and guide a group of international startups working with natural materials to drive biobased innovation and contribute to a more sustainable future. The objective? Connecting these innovators with strategic partners to enable scalable implementation and long-term impact.
Partners are open — but grounded in realism
A valuable insight from this program was that industry leaders are genuinely interested in new materials. They want to contribute, be inspired, and often explore pilot collaborations. But there always comes a point when they want clarity: Is this ready to be implemented, or is it still just a promising idea?
We noticed that technical validation and clearly defined use cases were essential for advancing conversations to the next stage. As this is where challenges and tensions typically arise.
Startups operate from vision, while partners look for certainty. As facilitators, it is our role to navigate that dialogue: bridge the gap to see what’s realistically achievable now, and what still needs time and development. At the same time, it’s also our job to encourage a future-oriented mindset: to encourage partners to move beyond what’s already proven and begin to imagine what could be possible through innovation.
A strong example: RAU Architects entered into discussions with WIDUZ about an eco-circular car park project in Luxembourg. That dialogue only came to life through solid preparation, mutual commitment and a willingness to invest time and resources into the process.
The power of warm connections
We often talk about “ecosystems”, but this program once again reminded me: it all comes down to relationships.
The most valuable conversations emerged through peer-to-peer connections within our networks, both from Impact Hub and Built by Nature. Cold outreach, no matter how compelling the pitch, rarely led to results. A personal introduction or a well-framed match, on the other hand, often opened doors immediately.
One good example: At first, Isohemp was understandably reserved about entering into dialogue with a potential competitor. Fortunately, thanks to a direct introduction, facilitated by Built by Nature, a meeting was arranged with Sugarcrete® — one of the program participants.
The conversation evolved into mutually beneficial research opportunities exploring the use of novel materials in their products, and served as a powerful reminder that, even in the world of innovation, trust is often the key that unlocks opportunity.
Working with startups requires focus
This program was intentionally designed to build strategic partnerships. Still, many startups came with broader needs, including funding, certification, market entry strategies and business development support. And while these needs are legitimate, it reminded us that even high-potential startups can’t tackle everything at once.
As facilitators, one of our key roles is helping startups stay focused on what matters most at that moment, without losing sight of the long-term journey. For organisations collaborating with innovators, this means setting clear boundaries while still fostering trust, empathy and personal commitment.
For me, the importance of balancing structure and support really showed at the end of the program, when one of the founders — Doudou (Elementerre) — handed me a small gift: a box of handmade products from Senegal. A simple gesture, but one that spoke volumes. In innovation, as in partnerships, impact often starts with genuine human connection.
Naturally, we also addressed these broader needs. We were supported by leading organizations such as the ASBP (Alliance for Sustainable Building Products) and Ballast Nedam, with whom we organized an inspiring fireside chat on the application of biobased innovations. ITEC and Easyhousing also shared their knowledge through dedicated conversations. Climate Cleanup provided valuable insights during an expert session on carbon credits, and through Crowdbuilding we explored how ‘high impact teams’ can generate the right kind of momentum.
Biobased innovators need a clear and compelling story
During a roundtable with industry experts, one statement really stuck with me:
“All materials in future buildings will need to perform at least three functions.”
The idea is simple: biobased materials can’t just be “green”. They must also deliver value in terms of health, circularity, or social impact. And, we need to communicate that added value effectively. Without a strong narrative, the sector defaults to the familiar: concrete, steel, and inertia.
Policy can play a pivotal role to drive this shift. For example, Spain will mandate carbon footprint labels on all construction materials starting in 2026 — similar to the energy ratings we see on household appliances. That kind of legislation can make the benefits of biobased materials far more prominent, and much harder to ignore.
What it really takes to scale biobased innovations
Each of the four startups in the program –WIDUZ, Casa Congo, Sugarcrete®, and Elementerre– bring a unique strength to the table. Among them, prize-winner WIDUZ currently shows the strongest potential for scale. Their material is technically robust and has already been used in several pilot projects.
Yet, as is often the case, they still face challenges. Certification remains essential for structural use, and their raw material is not cultivated to scale in Europe: posing logistical and supply chain challenges.
These kinds of barriers are not unique to WIDUZ — all four ventures are navigating different forms of complexity on their path to impact.
Still, with the right strategic partnerships and a long-term perspective, all of them can become a key player in biobased construction. Especially in structural applications, where the climate impact is greatest. Their trajectory shows what’s possible when technical reliability, trust and collaboration come together.
Key learnings
So what do we take from all of this?
- Even the most promising innovations need ecosystem support to succeed.
- Certification processes must be anticipated early in the process of product development.
- Logistics and supply chains should align with your target market.
- And perhaps most importantly, scaling is not just about having a great product: it’s about building trust, mastering timing, and knowing which obstacles to smash first. Ignore these factors, and even the most promising solutions lose momentum.
Curious how programs like this come together — or what it really takes to turn innovation into real-world impact?
Impact Hub Amsterdam brings together innovators and established industry players.
Through targeted support for startups and strategic innovation consulting for organizations, we help turn sustainable solutions from ideas into practice — and build partnerships that create real impact.