Veronika Stabinger

As the Founder of HumanCentered.Solutions, I guide food and agriculture organizations in building products and services that launch well — and last. My work sits at the intersection of human-centered design, systems thinking, and product strategy, helping leadership, R&D, and innovation teams make clear, confident decisions in complex environments. I bring more than 20 years of international experience across industries—from global brands like Adidas, Samsung, and Lufthansa to regenerative farms, healthcare organizations, research institutions, and early-stage food ventures. This cross-industry background allows me to transfer tools, methods, and ways of thinking from one world into breakthroughs in another. My work often includes: • Facilitating roadmap and innovation processes for leadership • Developing strategic vision and product direction • Conducting consumer, behavioral, and sensory research • Supporting co-creation and early-stage product development • Building alignment between R&D, Marketing, and Product teams • Mentoring teams in design thinking and human-centered methods A consistent thread runs through my approach: build only what serves a real need, and build it with enough clarity and intention that it endures. HumanCentered.Solutions assembles project-specific expert teams from around the world to ensure each challenge is met with the right perspectives, disciplines, and capabilities. The goal is always the same: solutions strong enough to hold up in the real world — not just on paper.

I founded Trellis Collective to give small and emerging food and agriculture businesses access to the kind of strategic thinking typically reserved for large organizations. Trellis supports founders who need sharp positioning, clear storytelling, and practical, research-driven guidance to grow in a crowded market — without the overhead of a traditional agency, and with the smart, intentional use of AI tools to accelerate their work. Clients come to Trellis when they need: • Clear product, brand, and value-chain positioning • User-centered research translated into practical decisions • Storytelling that strengthens trust and drives repeat purchase • Strategic support to move from idea to market with confidence Trellis works across the full food and ag ecosystem — from value-added producers and CPG startups to farms, supply-chain ventures, and regionally rooted projects. We work with and seek collaborations with partners in government, agricultural organizations, legal and regulatory fields, scale-up operations, manufacturing, and co-packing. This allows founders to navigate complexity with clarity and make decisions that support long-term growth. Trellis is intentionally accessible and affordable: a place where early-stage entrepreneurs can get high-quality guidance, structured frameworks, and a partner who understands both the realities of agricultural production and the expectations of modern consumers. We make it work by offering a limited number of packages and partnering only with companies whose sustainability goals, mission, and local focus align with ours. My mission is simple: help founders build products that last, brands that feel true, and businesses rooted in real impact.

As a Research Affiliate at NYU, I research and explore the cultural and emotional dimensions of food. This affiliation reflects my deep commitment to advancing food systems understanding through both academic inquiry and applied work. Grateful for the access to NYU’s research infrastructure that allows me to actively contribute to ongoing scholarly projects without holding a full-time faculty role.

My work focuses on helping clients navigate the complexities of product development, market entry, and scaling within the rapidly evolving food industry, as well as specific market insights for US and Europe. Through my work with Gourmet Pro, I partner internationally with food and beverage brands to drive innovation and strategic growth, blending deep market insights with human-centered design. Key offerings include: - Craft tailored innovation strategies to align products with emerging trends and consumer needs. - Design scalable systems to streamline product development for efficiency and impact. - Collaborate globally to create sustainable, competitive solutions for long-term success. - Leverage systems thinking to uncover growth opportunities and address industry challenges. - Focus on sustainability to help brands deliver impactful, future-forward products.

As Chief Product Officer at Azuluna, I led strategy, product development, and operations for a (now) regenerative agriculture-certified farm, transforming it into a scalable model of sustainability. My work bridged the entire lifecycle from livestock farming to ready-to-eat meals, focusing on creating impactful, local solutions for both the market and the environment. Key achievements include: - Designing and implementing a regenerative strategy for CPG products, ensuring sustainability at every stage. - Overhauling branding and product positioning to align with target customer groups and unlock new market opportunities. - Introducing innovative packaging and operational best practices while securing regenerative certification. - Assembling the right team to drive growth and establish Azuluna as a leader in sustainable food systems.

Directed product innovation and strategy, building processes that integrated user-centered design with market demands. My focus was on developing sustainable, chef- and scientist-friendly solutions that addressed real-world needs while ensuring scalability and long-term impact for our created solutions. Key achievements include: - Developing and implementing humancentered development processes that bridge user insights with market opportunities for our clients - Leading sustainable product innovation to align with Chew’s mission of health-conscious and eco-friendly food solutions. - Designing databased systems and workflows that streamlined product ideation and execution, fostering impactful and scalable outcomes. - Driving alignment between sustainability goals and market dynamics, positioning Chew as a leader in innovative food solutions.