Paulig’s venture arm, PINC, has led a €2.73 million funding round in Swedish AgriTech startup BlueRedGold, partnering with The Food Tech Lab and PolarVentures. This strategic investment will fast-track the development of the world’s first scalable, AI-powered indoor saffron farming system, addressing long-standing challenges in one of the world’s most valuable spices.
Revolutionizing a Fragile Supply Chain
Saffron, revered for its vibrant color and distinctive flavor, has traditionally relied on labor-intensive outdoor farming with unpredictable yields. BlueRedGold is rewriting that story by introducing precision automation, robotics, and controlled-environment agriculture to deliver consistent, high-quality saffron year-round.
“Saffron’s global supply chain is plagued by sustainability issues and inconsistent production,” says Erika Hombert, Senior Investment Manager at PINC. “BlueRedGold brings a scalable, automated solution that fits perfectly with Paulig’s goals of shaping the future of food through innovation and sustainability.”
A Scalable Blueprint for Global Replication
BlueRedGold’s new facility will serve as a modular blueprint for indoor saffron farming. Designed for immediate profitability, it allows multiple harvest cycles annually and integrates robotic picking and AI-driven stigma separation for maximum efficiency. This model supports demand from food producers, and also from growing markets in medicine and nutraceuticals.
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“We’re not building a pilot—we’re building a repeatable model for global rollout,” says Hombert. “The appetite is real; several tonnes of saffron have already been requested by industry buyers.”
Strategic Support and a Global Vision
For BlueRedGold CEO Nastaran Baleng-Soultani, this investment means more than capital. “PINC understands food systems inside out,” she notes. “Their strategic insights and Paulig’s global network provide us with the leverage to scale fast and smart.”
The team is further strengthened by the appointment of Andrei Boulescu as Chief Technology Officer and Head of Automation. A veteran in AI-driven systems, Boulescu brings experience from leading tech players such as Airbus and Huawei, joining forces with founder and Chief Innovation Officer Mikael Öhman.
Sustainable Innovation in Action
This partnership underlines PINC’s mission to invest in early-stage innovations that contribute to a more sustainable, tech-driven food system. With Paulig’s extensive expertise in spices through its Santa Maria brand, the move also enhances the company’s role as a market leader in premium spice supply.
About the Companies
- PINC is Paulig’s venture platform, backing breakthrough technologies in food, agriculture, and sustainability.
- BlueRedGold specializes in AI-powered indoor saffron cultivation, offering traceable, high-grade supply to food, cosmetics, and medical industries.
- Paulig, founded in 1876, is an international food company driving sustainable flavor innovation globally, with brands like Santa Maria, Risenta, Poco Loco, and Conimex.