Revolutionizing Sustainability in Deep Tech: Ben Saada of FAIRMAT

In this episode of the Selected podcast, host Ben Costantini interviews Ben Saada, the founder and CEO of FAIRMAT, live from JEC Word 2025.

Ben Saada, a pioneer in sustainable materials and deep tech, discusses his journey from inventing the world's lightest aircraft seat to leading FAIRMAT, a startup focused on recycling carbon fiber composites. Saada explains the challenges of recycling advanced materials, his company's innovative mechanical processes, and the importance of creating sustainable and economically viable solutions. He also talks about raising funds, the significance of being a certified B Corp, and his vision for the future of FAIRMAT.

Tune in to learn more about material innovation and sustainability in the tech industry.

00:00 Introduction to the Selected Podcast

00:30 Meet Ben Saada, Founder of FAIRMAT

01:33 Journey Before FAIRMAT

02:46 The Birth of FAIRMAT

04:59 Challenges and Innovations in Recycling Carbon Fiber

05:58 FAIRMAT's Unique Recycling Process

08:34 Growth and Funding of FAIRMAT

12:14 FAIRMAT's Market and Applications

14:05 Sustainability and B Corp Certification

16:28 Global Presence and Future Vision

20:42 FAIRMAT at JEC Word 2025

21:28 Conclusion and Farewell

Be sure to follow Sesamers on Instagram, LinkedIn, and X for more cool stories from the people we catch during the best Tech events!

Julija’s journey into PR wasn’t intentional—she originally planned to become an investigative journalist. A chance conversation with a top journalist led her to explore public relations, a field she knew little about at the time. This unexpected pivot eventually shaped her career, proving that seizing opportunities and networking can lead to new and exciting paths.

Unlike large corporations, startups don’t have an established reputation to manage—they need to build it from the ground up. This requires a different PR strategy, one focused on storytelling and visibility. Julija realized there was a gap in the market for PR agencies that understood startups' unique challenges, which led her to launch Black Unicorn PR. Her agency helps founders navigate media relations, positioning them in top-tier publications.

Not all PR agencies are the right fit for startups. Julija emphasizes that founders should look for agencies that manage expectations realistically and prioritize long-term brand building over quick media hits. A good PR agency will be honest about what’s achievable and won’t promise instant results. Chemistry between the founder and the agency is also key—without trust, effective collaboration is impossible.

With AI tools becoming more common, many feared that PR professionals would be replaced. However, Julija believes AI can enhance productivity but can’t replace human creativity and relationship-building. While AI can help with grammar checks and basic content generation, PR remains a deeply human-driven industry, relying on authentic storytelling and journalist connections.

Julija’s career highlights the importance of networking—not just for sales, but for long-term opportunities. She advises founders to attend industry events with an open mindset, rather than a transactional approach. Building relationships naturally, rather than aggressively pitching, often leads to valuable connections that can pay off years down the line.

PR is a long game, and startups that approach it strategically—by focusing on storytelling, authenticity, and the right partnerships—can build a strong reputation that supports their growth.

After earning her journalism degree in the UK, JJ built a decade-long career in PR and communications, working both in-house and agency-side with global brands like TomTom, ASUS, and VISA. In 2015, she shifted her focus to startups, leading PR for a top London tech sustainability company before founding Black Unicorn PR in 2018—a firm designed to act as a true extension of startup teams. JJ is a speaker, mentor, and advocate for young PR talent, sharing insights at events and universities across Europe. When she’s not immersed in PR, she’s a dedicated dog mom, an avid reader of murder mysteries, a food enthusiast, and, like any true unicorn, a coffee addict.

Find Julija Jegorova on:
LinkedIn: Julija Jegorova
Twitter/X: Black Unicorn PR

Find Ben on:

LinkedIn: Ben Costantini

Twitter/X: @bencostantini

Be sure to follow Sesamers on Instagram, LinkedIn, and X for more cool stories from the people we catch during the best Tech events!

One of TechChill’s main goals is to inspire and support new startup founders in the Baltic region. With over €60 million in new funding available, there’s never been a better time for entrepreneurs in Latvia and beyond to launch their ideas. TechChill is positioning itself as a key player in guiding these founders by providing expert-led content on business growth, funding, and scaling strategies.

While TechChill has always prioritized startups, the event has refined its focus on delivering content that directly benefits founders. From sales and marketing to tech and funding, each aspect of the event is designed to help early-stage companies grow. By packaging these insights into accessible sessions, TechChill ensures that attendees leave with actionable knowledge.

TechChill is more than just a once-a-year event. Throughout the year, the organization promotes Baltic startups internationally, helping them gain exposure in key markets like San Francisco and Helsinki. By connecting founders with investors and global tech leaders, TechChill plays a crucial role in strengthening the region’s startup ecosystem.

TechChill’s attempt to expand into Milan was an eye-opening experience. While the event was well-received, it highlighted the importance of having strong local partners to build a lasting community. Cultural and business differences also played a role, making it clear that successful ecosystem building requires deep local engagement. This experience reinforced TechChill’s commitment to focusing on the Baltics while selectively exploring high-impact collaborations.

TechChill has also taken an active role in supporting Ukraine’s startup community. Recognizing Ukraine’s strong talent pool and growing entrepreneurial spirit, TechChill has facilitated connections between Baltic and Ukrainian founders, investors, and community builders. Their efforts, including trips to Kyiv and partnerships with local stakeholders, aim to create meaningful opportunities for Ukrainian startups despite ongoing challenges.

TechChill’s evolution reflects a broader mission: to make the Baltics a thriving hub for innovation. By fostering new startups, offering hands-on learning, and expanding international connections, it continues to shape the future of the region’s tech ecosystem.

After earning her journalism degree in the UK, JJ built a decade-long career in PR and communications, working both in-house and agency-side with global brands like TomTom, ASUS, and VISA. In 2015, she shifted her focus to startups, leading PR for a top London tech sustainability company before founding Black Unicorn PR in 2018—a firm designed to act as a true extension of startup teams. JJ is a speaker, mentor, and advocate for young PR talent, sharing insights at events and universities across Europe. When she’s not immersed in PR, she’s a dedicated dog mom, an avid reader of murder mysteries, a food enthusiast, and, like any true unicorn, a coffee addict.

Find Julija Jegorova on:
LinkedIn: Julija Jegorova
Twitter/X: Black Unicorn PR

Find Ben on:

LinkedIn: Ben Costantini

Twitter/X: @bencostantini

Be sure to follow Sesamers on Instagram, LinkedIn, and X for more cool stories from the people we catch during the best Tech events!