As part of the sixth workshop within the faculty–industry collaboration program, students were introduced to innovative marketing techniques that combine theoretical knowledge with real-world business practices. The workshop was conducted by Sanja Titin, communications manager in Dijamant company. Special emphasis was placed on understanding why modern consumers increasingly prefer environmentally responsible and plant-based products. The introduction of environmentally friendly packaging with a vegan label for Dijamant ketchup serves as a successful example of how sustainability-driven innovation can enhance competitiveness in the food industry.