On November 20, Y Science hosted an international Food Systems Pitching Competition for early-stage startups and pre-startups. Today, we had the opportunity to interview two representatives from Tracegrow, the startup that won the €5,000 prize. Jaakko Nauha, the Chief Commercial Officer (CCO), and Eugene du Toit, the Marketing and Communications Manager, shared insights into their innovative company.
Tracegrow is a cleantech company that transforms materials such as recycled alkaline batteries and industrial sidestreams into high-quality fertilisers. Their mission is to promote sustainable development and reduce environmental impact by offering eco-friendly solutions for farming. These products not only enhance plant growth and yield but also minimise soil and water contamination. Below, we delve deeper into the story of this pioneering cleantech company.
Who are Jaakko Nauha and Eugene du Toit, and what are their roles at Tracegrow?
Jaakko Nauha, CCO of Tracegrow, oversees commercial operations, including sales, partnerships with raw material providers, and collaborations with industrial customers. His work involves negotiating frame agreements, such as one with a chemical distributor covering 42 countries, and spearheading strategies for market expansion.
Eugene du Toit, Tracegrow’s Marketing and Communications Manager, ensures the company’s messaging aligns with its goals. He collaborates closely with the sales team to create unified communications and crafts content that resonates with customers and partners.
Together, Jaakko and Eugene emphasise teamwork as the "secret sauce" behind Tracegrow’s success, creating a seamless connection between sales and marketing.
What inspired Tracegrow’s creation, and what sets it apart from others?
Tracegrow began in 2012 as a spin-off from AkkuSer, a battery recycling company. In 2015, the founding Huhtala family identified an opportunity to repurpose recycled batteries into sustainable products, leveraging their farming background to address agricultural needs. By 2019, Tracegrow commissioned the first production line, paving the way to begin sales.
What sets Tracegrow apart is their patented hydrometallurgical process, which efficiently extracts zinc and manganese from two primary sources: black mass, a powdered material derived from recycled alkaline batteries, and industrial sidestreams. This process generates zero wastewater or fluegasses, as impurities are removed as solids the clean water is sold with the products, showcasing Tracegrow’s unmatched commitment to environmental stewardship.
How are Tracegrow’s products used, and what benefits do they bring?
Tracegrow’s core products are used as foliar fertilisers, which are also suitable for seed coating. Seed coating delivers essential micronutrients directly during germination, enhancing root development and improving plant resilience to extreme conditions. Stronger roots allow plants to absorb nutrients more efficiently, supporting healthier growth and higher yields.
Field trials have demonstrated yield increases of up to 23% in nutrient-deficient soils, with average improvements ranging from 5–10% when using micronutrients. Additionally, Tracegrow’s products improve nitrogen uptake, helping to reduce the environmental harm caused by excess use of NPK fertilisers.
What challenges has Tracegrow faced, and how have they adapted?
The COVID-19 pandemic disrupted traditional marketing channels, making it difficult to demonstrate products in person. Given the highly traditional nature of the fertiliser market, which relies on personal interactions for deal-making and exchanges of ideas, Tracegrow faced significant challenges.
In response, the company focused on refining its digital communications and simplifying its complex narrative. Eugene noted that presenting Tracegrow’s story in a clear and compelling way was crucial to maintaining connections with diverse audiences, including farmers, partners, and investors.
What did Tracegrow gain from Y Science?
Tracegrow’s experience at Y Science was transformative. Through one-on-one sessions and external feedback, they refined their pitch and clarified their ideas, gaining a fresh perspective often hard to achieve when one is immersed in their own work. The diverse audience— investors, experts and students—provided opportunities for meaningful discussions and valuable connections.
Despite the typical Slush weather, the event was well-organized and drew an impressive, engaged crowd. Most importantly, Tracegrow left inspired, recognizing the need for pioneers to drive systemic market change and reaffirming their role in shaping the future. Y Science offered not just a platform to pitch but a chance to grow, connect, and lead.
What is Tracegrow’s vision for the future?
Tracegrow aims to expand its fertiliser applications globally while advancing its technology to serve the energy storage markets, including electric vehicle (EV) batteries. With a proof of concept (PoC) already achieved for producing battery-grade manganese, the company envisions a circular economy where critical raw materials like zinc and manganese are reused repeatedly.
Plans to scale operations in Europe and expand into regions with strong interest, such as Africa, Australia, and South America, highlight Tracegrow’s ambition to create systemic change in industries worldwide.