Industry 4.0 technologies as a motivator for the circular economy in foodtechs: A stakeholder perspective

This study aims to analyze the Industry 4.0 (I4.0) technologies as motivators to circular economy (CE) in the Brazilian foodtech sector via most relevant stakeholders. The study focuses on specific startups in the foodtech sector in the Brazilian context, offering a unique perspective on a relevant niche. It explores how I4.0 technologies are fundamental in the practices adopted by foodtechs, indicating an innovative approach aligned with technological trends. About the methodology, it was carried out through interviews with nine managers of foodtechs. Other sources of data collect have been used, such as reports, presentations, folders, products catalogs, consultations in companies sites, Instagram, Facebook, Linkedin, and videos on the Companies YouTube. The results show that: (i) the I4.0 technologies are fundamental in the practices adopted by the foodtechs; (ii) the CE being internalized, supported by I4.0; (iii) CE is made possible by gathering synergy and co‐participation from stakeholders which are strategic and relevant to foodtechs; (iv) innovation factor is present in the adoption of I4.0, in the operationalization of the practices of CE and in the production of synergy among the stakeholders relevant to foodtechs; (v) the creation of new markets is also a consequence of the adoption of I4.0, the adoption of CE and the articulation of stakeholders in the context analyzed; (vi) virtualize and regenerate are the most strengthened strategies at the sphere of the analyzed foodtechs; (vii) IoT, Big Data and integration of ubiquitous and intelligent components in supply chains are the highlighted artifacts in the making of CE practices at foodtechs levels; (viii) foodtechs of food producers have shown a greater synergy and articulation of stakeholders to the success of CE supported by I4.0. The contribution of the study is associated to the legitimation of I4.0 technologies as motivators to the adoption of CE and the engagement of stakeholders to successful circular business models. The study used a qualitative approach and collected data through interviews with nine startups in Brazil. Thematic analysis was employed to analyze the data. The limitations of the study include the small sample size and the focus on startups in one country. Future research should aim to explore the integration of I4.0 and the CE in larger samples, across multiple countries, and involving different types of organizations. Additionally, the study highlights the need for government support for startups in the form of funding, incentives, and regulations, as well as the importance of education and training programs to develop skills related to I4.0 and the CE. Overall, the research objectives are to understand the opportunities and challenges of I4.0 and CE integration in startups and to provide insights for policymakers and practitioners on how to foster sustainable business practices. The specificity of your study in exploring the relationship between the CE and I4.0 technologies in Brazilian foodtechs is a unique contribution. Many studies may focus on broader industries or international contexts, while yours delves into a specific, relevant niche.