This thesis investigates the challenges faced by sustainable entrepreneurs in the food and beverage industry, particularly as they progress through different stages of the organizational life cycle. The study aims to bridge the gap in empirical research regarding how these challenges evolve and influence the growth of these ventures, with the goal of using the generated learnings to support the ongoing transformation of the industry as part of the Food Revolution 4.0.Adopting a qualitative research approach, the study employs semi-structured interviews with sustainable entrepreneurs at various organizational stages. The collected data is analyzed using a framework analysis method, allowing for a comprehensive understanding of the common challenges encountered and how these challenges relate to the organizational life cycle stages.The findings reveal that sustainable entrepreneurs face a wide range of challenges, including navigating complex regulatory environments, securing adequate funding, ensuring market readiness, and maintaining organizational structure. These challenges vary in intensity and impact depending on the stage of the organizational life cycle, with resource-based challenges often having the most significant effect on business success.This research contributes to the field of sustainable entrepreneurship by highlighting the critical success factors necessary for long-term growth in the novel food industry. It provides practical insights that can help upcoming entrepreneurs anticipate and address these challenges early in their venture's lifecycle, ultimately supporting the broader goals of sustainability and innovation in the food industry.