SPAIN. Global travel restaurateur Areas has launched the fourth edition of its Areas for Change Challenge in partnership with Plug and Play, the Silicon Valley-headquartered innovation platform.
The initiative reinforces the company’s travel retail sustainability agenda across the global travel food & beverage sector.
Following three previous editions, Areas is again calling on startups worldwide to develop innovative, practical and scalable solutions to sustainability challenges facing both the Spanish company and the wider travel F&B industry.
The new edition sits within the company’s ESG framework, Areas for Change, which focuses on people, the planet and the travel experience.
This year’s challenge targets two specific priorities: the development of sustainable materials for points-of-sale, including construction systems, furniture and decorative elements; and initiatives to recycle and revalorise coffee waste by transforming it into new materials or products that can be reintegrated into the value chain.
The programme is aimed at startups capable of delivering pilot projects, demonstrating implementation and proving international scalability. Selected participants will collaborate directly with Areas on pilots, receive support in go-to-market development and work closely with the company’s teams, with the potential to become long-term partners.
Areas Director of Communication, Sustainability and Customer Experience Blanca López Alerm said, “For the fourth consecutive year, we are driving this initiative because we are fully aware of the importance of companies like Areas taking action to promote solutions that transform the industry.
“Our goal is to foster greater environmental awareness while improving our customers’ travel experience. At Areas, our challenge is to generate a positive impact on the planet, on people and on the travel experience.
“We want to achieve this through innovative, creative and disruptive approaches, working to make things happen.”
Plug and Play Managing Director Borja Aznar commented, “Collaborating with Areas allows us to bring together innovative startups and a company that is truly committed to sustainability.
“This partnership drives real solutions that make a difference. Together, we are shaping a more sustainable future through innovation.”
Launched in 2022, the Areas for Change Challenge has attracted startups from around the world and supported the development of several pilot projects focused on sustainability in travel F&B.
Previous editions have included winners such as Flax&Kale, Cupffee, Shayp, The Predictive Company and RAIN, spanning healthy food concepts, edible packaging, water efficiency, AI-based energy management and recyclable bottled water solutions. 
