Guido Mercati is the Co-Founder and CEO of PROTe-IN, a pioneering company specializing in carbon-to-protein microbial fermentation technology that is revolutionizing the alternative protein industry. With over two decades of experience spanning business strategy and innovation leadership at Accenture, Publicis, and WPP, Guido drives transformative solutions across global markets. An environmentalist since Tuscan childhood, he champions sustainable food systems through deeptech innovation. Based in Dubai, Guido also serves as a mentor at Techstars, Founder Institute, and Abu Dhabi SME Hub, while supporting impact-driven ventures across EMEA, LATAM, and APAC regions.