Editor’s Note: Rutgers University and its Rutgers Food Innovation Center will host a one-day food conference, NJ FoodTech 2026, on June 9, from 8 a.m. to 5 p.m. at the Rutgers University, Student Center, Trayes Hall in New Brunswick , N.J. Event partners also include Middlesex County, N.J.

The event will feature as many as 30 expert presenters on topics such as food sector outlook and financing, food safety and regulatory trends, new product launch success, nutrition innovation, emerging tech and ingredients, natural colors, new innovation models and even how to leverage artificial intelligence across social platforms.

Presenting the program’s opening keynote is Lou Cooperhouse, Founder, President & CEO of BlueNalu, a leading cell-cultivated seafood processor. A Rutgers alumni, Cooperhouse will address “Value that Wins: Creating Your Company’s Value Proposition and Product-Market Fit.”

Prepared Foods briefly caught up with Cooperhouse to discuss his upcoming talk.

Prepared Foods: What’s most changed about brand value positioning in today’s market as compared to say, five years ago?

Lou Cooperhouse: Five years ago, many companies could differentiate primarily through a compelling USP (unique selling proposition). Previously, that would have centered around health and wellness benefits, sustainability claims, a unique technology, proprietary process, or product innovation.

Today, many of these attributes have become simply “table stakes” and the price of admission rather than true differentiation. Markets have become dramatically more crowded, capital-efficient, and informed. As a result, value “positioning” is now evaluated far more holistically across the entire business ecosystem — not just the product itself.  A great product may get you into the room, but a durable, scalable, and strategically positioned company is what ultimately earns trust, investment, customer loyalty, and long-term market leadership.

PF: What factors led to that brand positioning shift? 

Cooperhouse: First, capital markets have become significantly more disciplined. Investors are no longer rewarding “vision without strategy.” Instead, they increasingly expect evidence of meaningful market traction, customer validation, and ideally recurring revenue streams. They want to see attractive unit economics developing in a relatively abbreviated timeframe, a credible pathway toward scalability and profitability, strategic partnerships that enhance operational efficiency and market access, and a cross-functional leadership team capable of executing the vision.

Second, innovation cycles have accelerated dramatically. AI, globalization, and instantaneous information sharing have made it easier than ever for competitors to replicate features, close capability gaps, and commoditize innovation. As a result, sustainable competitive insulation and continual product differentiation have become critical.

Third, both customers and consumers have become substantially more sophisticated. Today’s buyers evaluate authenticity, transparency, operational consistency, supply chain credibility, reliability, and brand trust—not simply novelty or hype.

PF: What are one or two key takeaways you’ll have for NJ FoodTech attendees?

Cooperhouse: Five years ago, markets frequently rewarded growth at all costs. Today, investors prioritize durable unit economics, capital efficiency, operational discipline, and a credible pathway to profitability.

The second point is that your product is no longer your entire value proposition — your company is.   True business defensibility is created when innovation, operational excellence, strategic partnerships, brand trust, infrastructure, governance, and execution operate together as an integrated system.

Register and learn more about the NJ FoodTech 2026 program.