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Danish startups get ready for the festival: “You don’t get the same success by standing on Strøget”

Summary in Short:

The Roskilde Festival provides Danish startups with the opportunity to receive feedback from festival-goers. Over 40 green and sustainable startups have been selected for The Circular Laboratory initiative. One startup, Hakko, is testing a sustainable drink made from surplus ingredients. Another startup, Perma Padel, is testing their recyclable padel bats at the festival. The festival environment allows for in-depth conversations with a broad audience, unlike traditional testing locations. The Tuborg Foundation has granted funds for this partnership to promote green development and climate behavior. The goal is to have over 200 startups participate in The Circular Laboratory over the next five years.


Roskilde Festival is traditionally known for music and beer, but for Danish startups, it’s a unique opportunity to gather feedback from festival-goers.

More than 40 green and sustainable startups have been selected for The Circular Laboratory, a project supported by Roskilde Festival and the Tuborg Foundation. Here, they can interact with guests and learn about user behaviors, needs, and challenges.

One of these startups is Hakko, a Danish foodtech company that creates new products and ingredients from surplus raw materials. They are testing a sustainable drink made from surplus candy beets, lime peels, and herbs at the festival to gauge guest reactions and gather feedback on pricing and branding for their product, Bacana.

The Circular Laboratory

  • The Tuborg Foundation has provided DKK 7,565,000 for The Circular Laboratory to support green development and climate-conscious behavior among young entrepreneurs.
  • This year, 40 startups are part of the Circular Lab, with plans to involve over 200 startups in the next five years.
  • These startups aim to provide sustainable solutions for Roskilde Festival to enhance the event’s environmental impact.

Understanding User Preferences

Perma Padel, a startup developing sustainable and recyclable padel bats, is also part of the initiative. They will set up a “smash court” for festival-goers to test different bats and compete to see who can hit the hardest. This interactive activity will help them gather insights into user preferences and test the durability of their products in a festival setting.

Perma Padel's smash court where festival-goers can compete to see who can hit the hardest
Perma Padel’s smash court where festival-goers can compete to see who can hit the hardest

While paddle tennis may not be the focus of Roskilde Festival, the diverse audience provides valuable insights for startups like Perma Padel.

According to Gustav Lind, co-founder of Perma Padel, the festival’s relaxed atmosphere allows for deeper conversations and feedback compared to other settings like a busy street.

Kristine Bruun, head of The Circular Laboratory, emphasizes the importance of the festival’s environment as a unique testing ground, where people are more open to engaging and sharing their opinions.

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