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Green Chemistry Accelerator - From Technology to Market

30-06-2026

Last week, the follow-up session of the Green Chemistry Accelerator (GCA) took place. This time, one question was at the center of attention:

How do you ensure that a promising technology also becomes a successful business?


Many entrepreneurs in green chemistry have focused for years on technology development. However, technology alone is not sufficient. The challenge often lies in finding the right market, the right customer, and the right pathway to scaling up.

During the session, we utilized Jim Collins' Hedgehog Concept to help entrepreneurs sharpen their strategic choices. One important lesson consistently emerged:

Distinguish assumptions from facts.

Many startups have assumptions about their market, customers, and business model. However, before investors come on board, those assumptions must first be validated. This requires an inquisitive mindset, intensive customer contact, and sometimes the courage to adjust your course.

As Marco Jansen, CCO of Avantium, aptly stated:

"Ensure you properly define your market and have commitment from buyers before making an investment decision."

This message perfectly aligns with the recent Discussion Paper "Alternative Go-To-Market Strategies for Green Chemistry Ventures". The paper shows that Green Chemistry Ventures that invest early in market validation, strategic partnerships, and a smart go-to-market strategy can reach the market faster and with less capital.

After the summer, we will conclude the fourth edition of the Green Chemistry Accelerator. We look forward to adding another group of promising entrepreneurs to the GCA alumni network.

Call to Action

A new edition of the Green Chemistry Accelerator will start at the end of this year. Through the joint ROMs, we are seeking the next batch of Gamechangers from across the Netherlands.

Are you working on a groundbreaking innovation in green chemistry and ready to make the leap from technology to market? Contact your regional ROM to find out if the Green Chemistry Accelerator is a good fit for your business.


This program is developed in collaboration with: 

Invest-NL, ROM InWest, Impuls Zeeland, InnovationQuarter, NV NOM, Brabant Development Agency (BOM), LIOF, Green Chemistry New Economy (GCNE), Oost NL, Horizon Flevoland, ScaleUpPractitioners, Gritd, TNO, ChemistryNL, VNCI, ROM-Nederland