Marta Sjögren, Founder and CEO of Paebbl, joins Alex Cameron, Founder of Decarb Connect, to talk about one of the hardest problems in deep tech: getting a whole industry to move together.
Cement and concrete touch nearly every built asset on the planet, yet the value chain is fragmented, margin-sensitive, and deeply risk-averse. Marta breaks down how Paebbl is navigating that from the inside, with investors across the stack and a carbon-neutral bridge in the Netherlands already in the ground.
This conversation goes deep on what "value chain activation" actually looks like in practice, where adoption breaks down, how to map incentives across buyers with completely different risk profiles, and what it takes to get a first-of-a-kind project from interest to commitment. If you are building in hard materials, construction, or industrial decarbonisation, this one is worth your time.
What you will take away from this episode
Why having investors across the value chain changes deal dynamics, not just your cap table optics
How to map incentives when your buyers operate on completely different margins and procurement timelines
Where low-carbon materials most commonly stall, and who in the middle is the real blocker
What actually moved Paebbl's carbon-neutral bridge project from conversation to construction
Why value chain activation is market-specific, and which regulatory environments structurally make it easier
How to keep stakeholders engaged at first-of-a-kind scale when every risk feels novel
What the EU's reindustrialisation push and low-carbon procurement rules mean for companies building in this space
About Marta
Marta Sjögren is the Founder and CEO of Paebbl, a deep tech company turning CO2 into a construction material that can decarbonise cement and concrete at scale. She has built Paebbl from first principles, deliberately structuring the business and its investor base to unlock a notoriously slow-moving industry.
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