Migros Pioneer Fund: Supporting impact innovation
01.07.2025
Britta Friedrich has led the Migros Pioneer Fund since March 2022. With a background in economics, innovation strategy, literature, and media, she brings a broad perspective to her role. Before becoming head, she worked as a scout and managed funding operations, gaining deep experience in supporting early-stage ventures. In this interview, Britta explains how the fund selects projects, balances social goals with financial sustainability, and contributes to the development of impact entrepreneurship in Switzerland.
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The Migros Pioneer Fund, backed by companies from the Migros Group, has invested over CHF 140 million in more than 140 impact-driven projects since 2012. Its mission is to support ventures that combine social relevance with economic viability, helping bring ideas to market that create lasting value for Swiss society.
Ms. Friedrich, what is the Migros Pioneer Fund and what are your goals?
As part of the Migros Group's social commitment, the Migros Pioneer Fund supports impact entrepreneurs through targeted early-stage funding. Our goal is to back ideas that are both economically viable and socially relevant—ideas that help shape a livable future in Switzerland. In short: we aim for progress that is accessible to all and believe the greatest impact can be achieved through commercial scaling.
You support around 10 to 15 projects annually from over 200 reviewed ideas. What criteria do you use to select these pioneering projects?
We are committed to creating sustainable impact where it is needed most. This principle guides our selection process. First and foremost, we evaluate the societal relevance of a project and its potential for lasting impact. Does it address a pressing challenge? Can it contribute to positive, long-term change?
Beyond that, we assess the project's market potential and degree of innovation.
Finally, the project must align with our funding priorities, which currently focus on three key areas: climate and resources, social cohesion, and technology and ethics. These themes reflect urgent issues of our time, where we believe our contribution can make the most difference.
How do you manage to strike a balance between social idealism and economic viability in project support?
It is precisely this balance that gives us our strength. We believe that social progress and entrepreneurial thinking are not mutually exclusive – in fact, they can reinforce each other. Impact entrepreneurship is not a compromise; it's a model for the future. We are convinced that without a market, there can be no impact. That’s why we support founders from the outset, often when traditional capital is still reluctant to invest. Many of them have strong visions. Our role is to help turn these visions into economically viable solutions that can be scaled up to create lasting impact.
How does the fund's direct sourcing work, and what specifically convinced you about Gaia Tech's vision?
We don't accept applications—instead, we proactively scout for promising initiatives. Our approach to topic development already follows an impact-oriented strategy and serves as a kind of scouting compass. This means we align our funding priorities with societal needs, aiming to identify gaps and promising leverage points. To validate these, we stay closely connected to the market through expert input—this is how our scouting pipeline is beginning to take shape. By engaging more deeply with ecosystems (e.g., through events and networking activities), we're able to identify additional potential funding opportunities.
"One of the biggest challenges
is balancing openness to new ideas
with careful risk assessment."
That's exactly how we discovered Gaia Tech. The company utilizes agricultural by-products, such as olive pomace, to develop new products for industries like cosmetics. This represents a holistic circular solution that conserves resources and reduces CO2 emissions—perfectly in line with our impact goals. Additionally, the solution is grounded in strong technical expertise and offers considerable scaling potential.
What does the Migros Pioneer Fund's support for Gaia Tech look like—financially, strategically, or in terms of network access?
As with all our projects, we provide Gaia Tech with initial financial support, allowing them to focus fully on their development. Our aim is to accompany projects like Gaia Tech for up to three years, helping them reach a successful market entry. This includes support in strategic business development—for example, developing a business plan or a funding strategy. We also act, if desired, as a sparring partner for strategic questions. The advantage lies in our bird's-eye perspective and the experience we've gained from supporting more than 100 projects.
What has been the biggest challenge so far in your role as Head of the Fund, and what has been the most rewarding success?
One of the biggest challenges is balancing openness to new ideas with careful risk assessment. Many of our projects are in the very early stages and full of uncertainty. Innovation requires patience and the courage to support something that has yet to prove itself.
However, it is rewarding to see a bold idea evolve into a business that generates tangible value for both society and the economy. We don't focus on unicorns – we look for zebras: start-ups with a mission. When they achieve long-term impact alongside financial success, it affirms the value of our work.
Where do you see the Migros Pioneer Fund in the next five years—and what role will startups like Gaia Tech play in that development?
We'll continue to evolve with the world around us. Topics such as AI and ethics are becoming increasingly relevant, and we aim to stay at the forefront of these developments. Our goal is to strengthen our role as a catalyst for progress that benefits everyone. We provide the space, support, and early-stage momentum needed for new ideas to take root and grow. And perhaps in five years, we'll look back and see that we helped shape the path for impact business—ideally, by then, it will have become the standard way of doing business.
Ms. Friedrich, what is the Migros Pioneer Fund and what are your goals?
As part of the Migros Group's social commitment, the Migros Pioneer Fund supports impact entrepreneurs through targeted early-stage funding. Our goal is to back ideas that are both economically viable and socially relevant—ideas that help shape a livable future in Switzerland. In short: we aim for progress that is accessible to all and believe the greatest impact can be achieved through commercial scaling.
"Innovation requires patience
and the courage to support something
that has yet to prove itself."
and the courage to support something
that has yet to prove itself."
You support around 10 to 15 projects annually from over 200 reviewed ideas. What criteria do you use to select these pioneering projects?
We are committed to creating sustainable impact where it is needed most. This principle guides our selection process. First and foremost, we evaluate the societal relevance of a project and its potential for lasting impact. Does it address a pressing challenge? Can it contribute to positive, long-term change?
Beyond that, we assess the project's market potential and degree of innovation.
Finally, the project must align with our funding priorities, which currently focus on three key areas: climate and resources, social cohesion, and technology and ethics. These themes reflect urgent issues of our time, where we believe our contribution can make the most difference.
How do you manage to strike a balance between social idealism and economic viability in project support?
It is precisely this balance that gives us our strength. We believe that social progress and entrepreneurial thinking are not mutually exclusive – in fact, they can reinforce each other. Impact entrepreneurship is not a compromise; it's a model for the future. We are convinced that without a market, there can be no impact. That’s why we support founders from the outset, often when traditional capital is still reluctant to invest. Many of them have strong visions. Our role is to help turn these visions into economically viable solutions that can be scaled up to create lasting impact.
How does the fund's direct sourcing work, and what specifically convinced you about Gaia Tech's vision?
We don't accept applications—instead, we proactively scout for promising initiatives. Our approach to topic development already follows an impact-oriented strategy and serves as a kind of scouting compass. This means we align our funding priorities with societal needs, aiming to identify gaps and promising leverage points. To validate these, we stay closely connected to the market through expert input—this is how our scouting pipeline is beginning to take shape. By engaging more deeply with ecosystems (e.g., through events and networking activities), we're able to identify additional potential funding opportunities.
"One of the biggest challenges
is balancing openness to new ideas
with careful risk assessment."
That's exactly how we discovered Gaia Tech. The company utilizes agricultural by-products, such as olive pomace, to develop new products for industries like cosmetics. This represents a holistic circular solution that conserves resources and reduces CO2 emissions—perfectly in line with our impact goals. Additionally, the solution is grounded in strong technical expertise and offers considerable scaling potential.
What does the Migros Pioneer Fund's support for Gaia Tech look like—financially, strategically, or in terms of network access?
As with all our projects, we provide Gaia Tech with initial financial support, allowing them to focus fully on their development. Our aim is to accompany projects like Gaia Tech for up to three years, helping them reach a successful market entry. This includes support in strategic business development—for example, developing a business plan or a funding strategy. We also act, if desired, as a sparring partner for strategic questions. The advantage lies in our bird's-eye perspective and the experience we've gained from supporting more than 100 projects.
What has been the biggest challenge so far in your role as Head of the Fund, and what has been the most rewarding success?
One of the biggest challenges is balancing openness to new ideas with careful risk assessment. Many of our projects are in the very early stages and full of uncertainty. Innovation requires patience and the courage to support something that has yet to prove itself.
However, it is rewarding to see a bold idea evolve into a business that generates tangible value for both society and the economy. We don't focus on unicorns – we look for zebras: start-ups with a mission. When they achieve long-term impact alongside financial success, it affirms the value of our work.
Where do you see the Migros Pioneer Fund in the next five years—and what role will startups like Gaia Tech play in that development?
We'll continue to evolve with the world around us. Topics such as AI and ethics are becoming increasingly relevant, and we aim to stay at the forefront of these developments. Our goal is to strengthen our role as a catalyst for progress that benefits everyone. We provide the space, support, and early-stage momentum needed for new ideas to take root and grow. And perhaps in five years, we'll look back and see that we helped shape the path for impact business—ideally, by then, it will have become the standard way of doing business.