The Importance of Sustainability: Investigating the Alignment Between Strategic Intent and Strong Sustainability Assumptions in Brazilian Food Technology Companies

ABSTRACT This paper investigates the alignment between the missions, visions, and values of food technology firms and robust sustainability principles. Employing a comprehensive research methodology including surveys, secondary data analysis, and semi‐structured interviews with managers of food technology startups, this study identifies and examines key areas: (1) strategic components and pivotal aspects of positioning within the food technology industry; (2) necessary changes for supporting sustainability‐driven business models; and (3) guidelines to assist food technology proprietors and managers in developing the required competencies to meet evolving societal and global market demands. The findings highlight the need for capacity development in resource circularity, material regeneration, and innovative processes, suggesting the circular economy as a strategic approach for achieving strong sustainability. The paper outlines specific changes for decision‐makers to consider. While contextual, this study represents a distinctive effort supporting the transition toward strong sustainability, grounded in the circular economy and dynamic, relational capabilities perspectives.