Readiness for innovation of emerging grass-based businesses

New business opportunities based on grassland and green fodder present a promising avenue to realize the transition towards a circular and sustainable bio-based economy. Yet, such potential remains largely untapped and grass-based products and businesses remain a small niche in the global economy. To understand this phenomenon, this paper introduces and operationalizes a model to assess innovation readiness built around seven focus areas: technology, manufacturing, business, IPR, customer, team, and funding readiness with their own detailed "progress scales." We employ necessary condition analysis (NCA) to identify limiting factors and bottlenecks in actual business situations. Our results reveal that lack of consumer awareness, infant conversion technologies and paucity of long-term investments that support emerging bio-based businesses are the most limiting conditions for the growth of emerging grass-based markets. The present study advances our understanding of the factors that limit complex innovations in grassland systems. Focusing on necessary conditions in a coordinated way between practitioners and policy makers by giving priority to fostering positive awareness of bioeconomy businesses, developing conversion technologies, and improving access to capital is a recommended approach to foster emerging grass-based innovations.