Women changing the world of food: FoodID and Meal in Hand won the Estonian round of the EWA programme in Tartu
Photo source: eitfood.eu
2 December 2025
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In November, the Demo Day of the EWA (Empowering Women in Agrifood) Estonia 2025 programme was held in Tartu, bringing together ten inspiring women entrepreneurs and a whole host of investors, supporters and food innovation enthusiasts. At the end of the day, two winners were announced – FoodID and Meal in Hand – receiving development grants of 10 000 and 5 000 euros respectively to further develop their ideas. eitfood.eu
For Estonia, this means more than just two awards. It is a clear message that the next wave of solutions that make food more transparent, safer, and more resilient to crises may come from right here – led by women-led companies.
What is the EWA programme and why is it important for Estonia?
EWA – Empowering Women in Agrifood is a European development programme led by EIT Food in cooperation with local partners. The programme aims to provide women entrepreneurs in the food and agriculture sectors with support, mentoring, practical training and access to networks that would otherwise often remain inaccessible. eitfood.eu
Some key facts about EWA:
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the programme lasts approximately 6 months – from June until the final events held at the end of the year; eitfood.eu
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in each country, a group of early-stage entrepreneurs or women with business ideas is selected; EIT FoodHIVE
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participants receive a mentor, training, and the opportunity to pitch their ideas to investors and experts; eitfood.eu
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in each country, two cash prizes – 10 000 and 5 000 euros – are awarded specifically for further business development. eitfood.eu
The programme is being held in Estonia for the second time, with Tartu Biotehnoloogia Park (Tartu Biotechnology Park) acting as the local organiser and serving as an innovation support centre in the fields of health, biotechnology and food technology. eitfood.eu+1
This means that EWA is not simply a “competition”, but a longer-term development journey, in which an idea is developed into a viable company with growth potential.
FoodID: one QR code, complete food transparency
The grand prize of Estonia's EWA programme, a grant of 10 000 euros, was awarded to Janika Aani's project FoodID. eitfood.eu
What problem does FoodID solve?
Consumers often face the same question in the store:
“Can I really trust this product’s origin and impact?”
The packaging does list the ingredients and perhaps a couple of labels, but:
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where exactly did the raw materials come from?
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what methods were used to produce it?
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what is the product’s environmental footprint?
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are the manufacturer's claims verifiable or just marketing?
This is where FoodID comes in.
How does FoodID work?
FoodID creates a system where each product receives a dynamic QR code. Scanning this code provides consumers with detailed information:
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origin chain – where the raw material comes from and what journey it has taken;
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production methods – for example, whether it involves organic production, locally grown raw materials, or other added value;
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environmental impact – information about the CO₂ footprint, resource use, or other impacts, if the manufacturer has entered them;
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potential certifications and inspections, which confirm that the claims are valid. eitfood.eu
What matters is that FoodID does not create just one “nice story” about a product, but rather data-driven and traceable information, which consumers can verify themselves.
Both producers and consumers benefit from the win
The FoodID solution is primarily intended for those producers who genuinely invest in sustainability – using clean raw materials, transparent supply chains and responsible production. The platform helps them:
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highlight their strengths at the point of sale,
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stand out in price competition, where “the cheapest” is no longer the only argument;
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communicate with consumers digitally, providing more information than could ever fit on the packaging.
For consumers, however, this means a safer choice:
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you can instantly tell whether the product aligns with your values (local, environmentally friendly, organic, additive-free, etc.);
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you can make more informed decisions—not only based on price and taste, but also considering the impact on the planet and health.
It is no surprise that the jury saw FoodID as a solution with the potential to grow into a nationwide and international platform.
Meal in Hand: nutritious food for crisis situations
The second prize of 5 000 eurot was awarded to the project Meal in Hand, led by Mari Aasmäe. eitfood.eu
While FoodID focuses on transparency and trust, Meal in Hand takes a step towards safety and crisis preparedness.
Why is crisis food important right now?
Our experience in recent years has shown that:
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global pandemic,
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geopolitical tensions,
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energy crises,
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extreme weather events…
All of these can affect supply chains and people's ability to access fresh food. In addition, in crisis situations (such as evacuations or prolonged power outages), there are often limited options for preparing food.
It is precisely in such a situation that a solution is needed that:
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does not require water,
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does not require heating,
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does not require dishes or cutlery,
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but still provides balanced, nutritious food, which supports both physical and mental resilience. eitfood.eu
Meal in Hand – food that is truly “within reach”
Meal in Hand develops ready-to-eat meals, which are:
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compact and easy to transport;
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nutrient-rich – taking into account energy, protein and vitamin needs in demanding situations;
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pleasant in terms of sensory qualities—in other words, not “just survival food,” but something you actually want to eat;
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keep for longer without refrigeration.
Such products can be critically important:
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for the defence forces and rescue services,
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humanitarian aid organisations,
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teams operating in disaster areas,
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but also ordinary families, who want to maintain a reasonable emergency stockpile at home.
Meal in Hand demonstrates how food innovation is not just about gourmet food, but can directly impact people's safety and survival.
Demo Day in Tartu: more than just a final competition
The EWA programme's final event in Tartu was not only an awards ceremony, but the culmination of a six-month journey. During this time, the participants had:
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developed their business models with the support of a mentor;
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received training in marketing, finance, and food technology;
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tested how to explain their idea to different target audiences;
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established new contacts both in Estonia and internationally. eitfood.eu+1
Inspiring guest speakers also took the stage at Demo Day:
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Kaire Roosi, the 2023 winner of EWA Estonia and founder of NordTempeh, shared her experience of growing and launching a plant-based food company;
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Mary-Liis Kütt from ÄIO Tech spoke about future food technologies, science-based innovation, and how regulations affect the market launch of new products. eitfood.eu
Their stories emphasised that successful food innovation requires:
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a strong vision,
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continuous development work,
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readiness to collaborate with researchers, the government, and entrepreneurs.
Tartu Biotehnoloogia Park – EWA's home in Estonia
The EWA programme in Estonia is implemented by Tartu Biotehnoloogia Park (Tartu Biotechnology Park), which has supported companies in biotechnology, health technology, food technology, and cosmetics for over 20 years. eitfood.eu+1
Tartu Biotehnoloogia Park offers:
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office and laboratory space for start-ups and growing companies;
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consulting and business model development support;
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access to international networks and partners;
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events – hackathons, seminars, training sessions – that help test ideas and make connections.
This is precisely the kind of environment that provides ideal fertile ground for programs like EWA, where it is not only the prize that matters, but also the community within which to develop one's ideas.
Why is women-led innovation in the food sector strategically important for Estonia?
The food sector and agriculture have traditionally been male-dominated – from farms to large industrial companies. The EWA programme shows that this picture is changing rapidly:
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more and more women are bringing a new perspective to the field – focusing on transparency, health, community well-being, and sustainability;
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solutions created by women, such as FoodID and Meal in Hand, address very specific societal needs – trust in information and preparedness for crises;
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a more diverse entrepreneurial landscape also means more diverse ideas and solutions, making Estonia a stronger and more resilient country.
In the EWA format, it is important that women are not just “project implementers,” but entrepreneurs, leaders, and decision-makers, who shape the food systems of the future.
How does all this relate to everyday life and entrepreneurship in Estonia?
Looking at the FoodID and Meal in Hand solutions more broadly:
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FoodID helps make every shopping trip more informed—with fewer blind purchases and more information;
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Meal in Hand helps ensure that our crisis preparedness is not just a can of food in the cupboard, but a well-thought-out, nutritionally sound solution.
The growth of these companies may soon mean:
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new cooperation opportunities for Estonian producers,
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a better position in international markets,
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and more innovation born right here, in our home country of Estonia.
And when the people behind these solutions are female entrepreneurs from Estonia, it sends a very strong signal to the next generation:
you too can start with an idea at the kitchen table and make it onto international stages.
Where can new ideas and companies find support?
In addition to international programmes such as EWA, young entrepreneurs also need a place to gain visibility – among both customers and partners.
This is where local platforms and portals come into play. For example:
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specialised programmes (such as EWA) that provide mentoring and contacts;
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innovation centers such as Tartu Biotehnoloogia Park, which provide physical and strategic support;
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and advertising and service portals, where entrepreneurs can easily introduce their solutions to the Estonian market.
One such place is the Easyfind portal, which was created specifically so that Estonian small and medium-sized enterprises, individual service providers, and innovative projects can find clients in one place.
There, a small operator does not have to compete with the budgets of large online stores – what matters is a good service or product and clear information, which people are looking for.
Solutions such as FoodID and Meal in Hand fit perfectly into this kind of environment:
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they have a clear story,
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a strong value proposition,
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and social impact, which is increasingly important to consumers as well.
What’s next?
The winners of the EWA Eesti 2025 programme do not end their journey with Demo Day.
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FoodID represents Estonia at the EWA international final event in Warsaw, where the best female entrepreneurs and investors from various countries come together. eitfood.eu
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Meal in Hand continues developing its products, testing collaboration with crisis management and defence sector partners, as well as others for whom reliable ready-to-eat food is critically important.
All ten women who completed the EWA program have received:
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a new level of confidence,
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practical tools for growing a business,
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and a network that does not end when the programme does. eitfood.eu
We invite new female innovators: could the next story be yours?
If you:
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you are working on an idea related to food, agriculture, health or the environment;
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are looking for an opportunity to receive mentoring, training, and support in developing their business;
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would like your solution to genuinely change how we eat, produce food or prepare for crises in Estonia –
then it is worth keeping an eye on the next EWA rounds and information from Tartu Biotehnoloogia Park. Biopark+1
And if you already have a product or service that is ready to reach customers, do not wait:
make yourself visible in the Estonian market—for example, through the Easyfind portal, where people are specifically looking for reliable service providers, food creators, consultants, and innovative solutions.