Start-ups have established themselves as drivers of dynamism and economic growth. However, they face many and varied challenges, with one of them being managing their communication strategy. This study aims to analyse the digital communication strategy of start-ups in the Agrotech and Foodtech sectors. For that purpose, the annual rankings published by El Referente between 2023 and 2025 were reviewed, and 17 companies were selected, 11 from the Agrotech sector and six from the Foodtech sector. Based on this sample, a mixed methodology was used, combining content analysis with social media metrics analysis. The results show an uneven use of communication strategies by start-ups. Almost all of them have their own communication channels, such as websites or social media profiles, but their use is not uniform, and in many cases, the potential offered by these tools could be improved. The findings contribute to the literature on strategic communication in start-ups by evidencing the gap between declared identity and substantive legitimacy in sectors of high social scrutiny, such as the agri-food sector.
García et al. (Sat,) studied this question.