81 COCUUS in Spain

Team 116 Poster

Team Reflection

What?:

The Story introduces Cocuus, an innovative food-tech company from the north of Spain. The brand specializes in 3D bioprinting technology to create sustainable food alternatives to animals using plant-based bacon, cutlets, and shrimp. The company’s method uses food structures to replicate textures and forms with vegetable proteins or cultured cells, aiming to address global protein shortages and reduce the environmental impact carried out in these types of processes. This positions Cocuus as an important player in solving critical social issues aligned with UN Sustainable Development Goals, such as Zero Hunger and Climate Action.

We enjoyed the meeting with Patxi and we want to highlight that the founder has a diverse background in engineering and robotics which is something to consider regarding his professionalism. He also has a noticeable entrepreneurial spirit, demonstrated by his experience with multiple ventures and his belief in pivoting to adapt and find success. This was something which impacted us, his ability to change from one sector to another in a small period of time.

Another aspect we would like to point out is the fact that Cocuus has secured collaborations with major food companies like Nestlé and Unilever, illustrating its impact and the potential scalability of its innovation. So it is not just a smokeseller as it can be demonstrated by these types of high standard contracts.

So what?:

The interview with Cocuus provided a firsthand look at their laboratories in which they use 3D-printed technology to create plant-based versions of traditionally animal-based foods, including duck foie gras, bacon, and pork chops. Experiencing these foods in person: “tasting them and being astounded by their realistic flavor and texture” was an eye-opening moment. We could hardly believe that something so flavorful could be produced by a 3D printing machine, and it tasted just as good as its animal-based counterpart.

The true magic of 3D printing, as demonstrated by Patxi in Cocuus’s Landaben laboratories to us, lies in its ability to create something that “is” without actually “being.” Cocuus’s technology replicates the taste, texture, and appearance of animal products, but without the animal itself. This capability goes beyond imitation; it reveals how advanced technology can achieve authenticity without the ethical or environmental costs of conventional meat. Patxi’s demonstration highlighted that 3D printing can produce something indistinguishable from traditional food, making it a powerful tool in transforming the food industry.

Cocuus’s technology aligns strongly with the concept of the triple bottom line—which emphasizes people, planet, and profit—By producing plant-based alternatives to meat products, Cocuus reduces reliance on traditional livestock farming, which is a major contributor to greenhouse gas emissions and deforestation.

The ( environmental ) benefit is significant; research shows that plant-based food production requires less land, water, and energy than conventional meat production (Poore & Nemecek, 2018). This innovation could play a key role in reducing food production’s environmental footprint, aligning with the “planet” component of the triple bottom line.

Cocuus’s approach to creating sustainable food alternatives could positively impact public health ( people ) by offering options lower in saturated fat and devoid of cholesterol compared to animal-based meats. Additionally, their innovation could lead to more ethical food production by minimizing the need for animal products.

Cocuus’s innovation has strong market potential ( profit ). The demand for plant-based foods is expanding rapidly as consumers become more aware of environmental and health issues associated with animal agriculture (Grand View Research, 2021). By positioning themselves at the forefront of this trend, Cocuus could capture a significant share of a lucrative market while also benefiting investors and stakeholders committed to sustainability.

Reflect on Knowledge Gaps and Surprises:

Our experience with Cocuus’s products challenged some of our existing assumptions about the limitations of plant-based food. The taste and texture were so realistic that we questioned the capacity of technology to meet sensory expectations, something we hadn’t previously thought possible. This hands-on experience expanded our understanding of the potential of food tech to deliver high-quality alternatives to conventional meat. Before this, we understood the environmental and ethical benefits of plant-based foods, but we were less aware of how closely they could mimic traditional products. This innovation pushes the boundaries of what sustainable food can achieve, showing us that plant-based solutions don’t have to compromise on flavor or consumer satisfaction.

Patxi’s demonstration in the Landaben labs was an unforgettable example of how something can “be” without “being”—and how technology can mimic the real thing in ways we had not imagined. Experiencing Cocuus’s work firsthand allowed us to connect this project with our course in accounting II, as it became clear that the brand’s potential goodwill could be substantial. If acquired, Cocuus’s innovation and brand would justify a significant purchase price due to its technological edge and environmental impact, making it a valuable asset for any corporation looking to lead in sustainable food solutions.

Now what?:
Reflecting on this story, we feel a mix of optimism and curiosity at the same time about the reachable future of food technology. Cocuus presents an important case for using bioprinting as a solution to some of the world’s most pressing issues, such as hunger and climate change. The global protein shortage, specially in some countries, is not just a distant concern but a critical reality that requires immediate innovation. All of this drives the importance of supporting and investing in foodtech companies like Cocuus. So then they are able to proliferate and expand.

On a personal level, the story challenges us to think about the kind of food we consume and how consumer choices can impact environmental health in such a dramatic way. Professionally and with the view of the law (some of us are studying law) it raises questions about the legality of possible policies that could be implemented, for instance, if we could incentivize by exempting those companies their taxes. If we are to embrace this revolution in food production, societies must also adapt culturally to a new way of driven consumption.

Individual Reflections

Guillermo Ibáñez García

“I’m a Spanish student and regarding the cross-cultural topic, I didn’t notice many differences at all, maybe because our group is integrated by only 5 members and 3 of them are my compatriots. The other 2 students are studying at the University of Guelph (Canada) and in contrast with what I first thought It wasn’t difficult to fix the date and hour to have the meetings. By the first days of the project we kept in touch by email, but our communication improved significantly when we decided to create a WhatsApp group, then the communication became very smooth.
The time zone wasn’t a real problem, we just need to consider that they will only respond on what is my afternoon which is their morning, as simple as that. Alejandro and I were responsible for conducting the interview and I personally felt impressed by the big industrial building we were visiting.
Furthermore, I was really delighted because it was the owner of that company who granted us the interview and who gave us a personal tour of their business”.

Alejandro Martínez Amorós

“As a University of Navarra student, I feel very proud of the work we have accomplished in this collaborative project, even though it has taken considerable effort for me since I am a double degree student. The visit I made to Cocuus in Landaben was an incredibly enriching experience. I learned so many things that I never imagined I would know during my University life, especially regarding 3D bioprinting technologies for a sustainable future. As for the relationship with my teammates in Canada, I believe it has been very positive, despite the initial challenges in coordinating. However, as we progressed, we managed to adapt and find a working rhythm that suited us by diversifying the tasks. I am very grateful for this cross-border opportunity, which not only allowed me to learn about sustainability but also taught me how to work effectively in an international team.”

Jobe Vannostrand

“Overall, this project with Cocuus has been a valuable learning experience in international cooperation. Working with our Spanish teammates, Guillermo, Alejandro, and Maria, has shown me and Bilaal how teamwork can overcome geographical and cultural barriers. I was uncertain how we would work together effectively given time zones and language difficulties, but thanks to the whatsapp and our friends’ leadership, we were able to communicate smoothly and allocate responsibilities that played to each team member’s strengths. Although I couldn’t be there for the interview or the tour of Cocuus, I felt connected to the experience through the dedication of our Spanish teammates. Guillermo and Alejandro shared their observations and insights, which provided a good sense of the company’s innovative 3D bioprinting technology. It was inspiring to see how willing they were to bring us into the experience remotely, helping bridge any gaps in understanding. Overall, this project taught me the importance of adaptation and collaboration. I’m grateful for the opportunity to work with such a dedicated group—our teamwork, even from across the world, demonstrated how well a diverse team can work together and achieve.”

María Cámara

“Working on this international project has been incredibly enriching. At first, I was concerned about cultural and time zone differences with the University of Guelph team, but our communication quickly improved through our WhatsApp group, and we coordinated our tasks effectively. Especially when everybody felt free to make whatever consideration, these helped us to complete the tasks quicker. The founder, Patxi Larumbe, inspired us with his passion, especially when he shared collaborations with companies like Nestlé. Overall, this experience taught me the value of the crucial importance of having smooth communication and international collaboration which broadened my perspective on innovation.
Patxi awakened something in me and I have realized that I want to be a businesswoman to help society specially by creating a brand that helps to counter effects of climate change”.