The questions about 'why radical innovations in the agri-food domain are needed' and 'how one can develop a realistic innovation strategy', next to a strong support of fundamental science projects, are today largely debated. First, the translation of societal challenges and trends into research & innovation strategies is not straightforward. Herein, the understanding of the innovation funnel is important, i.e. on one side numerous marketing opportunities are existing and on the other a long list of scientific ideas are created of which only a few pass the funnel. The ones passing the funnel are depending on various factors among which the full spectrum of competences of a team. Hence for all individuals, recognizing and respecting complementary competences of other participants is crucial. Next, the transition from science to impact versus impact to science requires another mind-set. The first starts with what you know; the second with understanding the outside world via posing questions. It also changes the way you are organizing your project, from a business case towards a full research-innovation action plan with appropriate investment funds and common goals. In the presentation given during the Young Researchers Seminar, several examples of public-private research & innovation projects in Europe were given like the solar-based stand-alone maritime container for fruit and vegetable transport, ‘dry’ bio-refineries, the restaurant of the future, novel bio-materials and water-less cooking at home.