#15 Henri Kunz (Geneus): Why biomaterials and innovation struggle to scale

In this episode of the HeroInside Ingredient BrandingPodcast, Tomas Vucurevic speaks with Henri Kunz, founder of Geneus®, a company operating at the intersection of synthetic biology, biomaterials, advanced textiles, bioprocessing, and robotics.Henri brings a radically systems-oriented perspective tomaterial innovation. Drawing from biomedical engineering, logistics, and deep-tech commercialization, he explains why most biomaterials fail long before scale, why fashion’s supply-chain logic actively resists disruption, and why entirely new markets — including autonomous and robotic systems — may define the future of advanced textiles.This episode is essential listening for material founders,ingredient brands, investors, and anyone questioning whether sustainability narratives alone can drive real industrial change.Enjoy the episode and make sure to subscribe to HeroInside so you don’t miss the next one. We’d love to hear your thoughts, so feel free to comment, share, and leave a rating.Themes & Timestamps:02:34 – What drives Mohamad’s passion for bio-based fibers05:16 – Biggest obstacles to moving away from fossil-based materials07:20 – Price gaps, deep-tech costs & consumer willingness to pay08:42 – Ingredient Brand landscape for bio-based materials12:08 – Who “owns” natural fibers & can they be Ingredient Brands?13:10 – Bio-based innovation & Ingredient Branding in Middle East and North Africa17:07 – Why branding is undervalued & the mindset shift needed20:14 – VALORIZEN’s mission & three technology platforms (PalmFil®, PalmPeat, Noukk)26:41 – When to start building an ingredient brand________________________________________Keep following the journey of the guest:Geneus WebsiteGeneus LinkedInHenri Kunz on LinkedIn________________________________________Subscribe Elsewhere⁠YouTube⁠⁠Apple Podcasts⁠⁠Castbox⁠________________________________________Questions, Collaborations, and SponsorshipsIf you have any questions or ideas, reach out! We're also open to collaborations and sponsorships. Want to be featured on HeroInside? Contact us through [email protected], and we'll get back to you.________________________________________BRAINDERY is the education and community platform of BRAIND®. It offers tools like the first Ingredient Branding MasterClass and the HeroInside podcast to support the Ingredient Branding community.________________________________________About the HostTomas Vucurevic is the Founder and Managing Director of BRAIND® and one of the leading global experts in Ingredient Branding. Tomas has over 40,000 hours of experience as a global Ingredient Branding expert. Half of his career was as Global Brand Manager for Gore-Tex. The other half was as the Founder and Managing Director of BRAIND, a brand strategy consultancy focused exclusively on Ingredient Branding. He has guided more than 70 projects helping companies to get more value out of their innovations by transforming from the ZERO position as a supplier into the HERO position as an Ingredient Brand that consumers seek.⁠⁠⁠⁠Follow Tomas on LinkedIn⁠⁠