Greenwashing is everywhere — from supermarket shelves to corporate ESG reports. But are those “eco-friendly” claims worth anything without data to back them up?

In this episode of Startuprad.io, host Jörn “Joe” Menninger speaks with Irene Rosique-Conesa, CEO & Co-Founder of Nuvio Planet, a climate tech SaaS spun out of BASF. Irene believes the solution to greenwashing isn’t more PR — it’s better data.

You’ll learn:

Why half of sustainability labels lack verifiable evidence
How lifecycle assessment (LCA) software makes compliance repeatable and affordable
The hidden flaws in ESG reporting and why CSRD will change the rules
A case study: reducing milk’s carbon footprint by 8% = 1M Berlin–NY flights
Irene’s founder journey: leaving BASF corporate life for startup uncertainty
Her bold 2030 prediction: environmental data will matter as much as price

Guest Spotlight:
Irene Rosique-Conesa, CEO & Co-Founder of Nuvio Planet. With over a decade of LCA expertise and a corporate career at BASF, Irene is building a SaaS platform that transforms sustainability compliance into growth.

If you’ve ever wondered how startups can win in regulated markets, or how founders transition from corporate to climate tech, this episode is for you.

💡 Don’t just follow green labels — follow the data.

Blog Post: https://www.startuprad.io/post/climate-tech-saas-how-nuvio-planet-ends-greenwashing

Youtube Full Video: https://youtu.be/LHK7BNjjul0

Timestamps:

00:00 – What is greenwashing in 2025?
05:30 – Why sustainability claims collapse without data
09:45 – Lifecycle assessment vs. averages
14:20 – From compliance cost to growth driver
20:00 – Case study: Milk carbon footprint cut by 8%
24:30 – CSRD and supply chain transparency
29:07 – Irene’s bold 2030 prediction

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Primary keywords (“climate tech SaaS”, “greenwashing”, “lifecycle assessment”, “CSRD compliance”) used in title, description opening, and early show notes.

Secondary keywords (“supply chain transparency”, “founder journey”, “BASF spinout”) sprinkled naturally in description + notes.