The initiative aims to enable startups from around the world to develop real solutions to sustainability challenges in the travel channel sector
Barcelona, 22th December 2025.- Following the success of its first three editions, Areas has announced the launch of the fourth edition of the Areas for Change Challenge, in collaboration with Plug and Play, one of the world’s leading innovation platforms headquartered in Silicon Valley. Through this initiative, the Spanish multinational and global leader in travel food & beverage is seeking startups capable of developing innovative, practical and scalable solutions to address both the company’s challenges and those facing the on-the-go food & beverage industry worldwide in terms of sustainability.
Areas is launching this new edition as part of its ESG strategy, Areas for Change, which focuses on people, the planet and the travel experience. Specifically, in this edition the company is looking for startups to drive solutions within its own brands in two key topics:
- Solutions linked to the development of sustainable materials for the design of its points of sale, including construction systems, furniture and more sustainable decorative elements.
- Innovative initiatives aimed at recycling coffee waste and revalorizing it by transforming it into new materials or products that can be reintegrated into the value chain.
The program is aimed at startups that, in addition to developing solutions, are able to carry out pilot tests and demonstrate project implementation, as well as its potential for international scalability. Selected startups will have the opportunity to collaborate with Areas through a pilot program, receive support in their go-to-market strategy, and work closely with the Areas team to develop their projects, with the possibility of becoming future partners.
The initiative forms part of the company’s ESG program, Areas for Change, focused on people, the planet and the travel experience. In this context, Areas works to reduce waste, food waste, energy consumption and CO₂ emissions, while also offering healthier food options and fostering positive work environments that promote employee well-being.
Blanca López Alerm, Director of Communication, Sustainability and Customer Experience at Areas, highlighted: “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.”
Reaffirming the company’s commitment to the initiative, she added: “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.”
The program will partner with startups capable of running pilot projects, demonstrating international scalability, and generating a positive impact on marketing and communications. By collaborating with these forward-thinking companies, Areas aims to identify new opportunities and improve operational efficiency, driving meaningful progress in sustainability.
According to Borja Aznar, Managing Director at Plug and Play: “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.”
A track record of success
Launched in 2022, the Areas for Change Challenge has attracted startups from around the world and enabled the development of innovative pilot projects focused on improving sustainability in the on-the-go food & beverage industry.
Previous editions have featured winners such as Flax&Kale, a Spanish company focused on healthy food; Cupffee, a Bulgarian startup that produces edible cups; Shayp, a Belgian company specializing in water efficiency solutions; The Predictive Company, for its AI-based energy management system; and RAIN, a U.S.-based company that developed a solution to integrate spring water into recyclable aluminum bottles.