## 8 Industrial and Market Perspectives  
### Current Commercial Initiatives and Case Studies  
The valorization of winemaking by-products and waste presents significant economic, social, and environmental advantages, often yielding higher financial returns than wine production. Grape pomace, in particular, has proven economically efficient for valorization. Rising waste disposal costs in the EU emphasize the need for viable recycling solutions. Economically, waste valorization can reduce management costs, sustain jobs, and enhance productivity by leveraging by-products like anthocyanins for use in food, pharmaceuticals, and cosmetics. This boosts income for wine producers and promotes high-performance products. Socially, benefits include improved agricultural management, adherence to European labor standards, job creation, and enhanced quality of life in rural areas. Environmentally, it promotes responsible management of emissions and resource use, reduces waste, and enables the utilization of by-products as fertilizers, which in turn protects the environment and creates job opportunities [84]. In the article \"The Exploitation of By-Products in a Waste Management Process\", the authors address the universal contemporary challenge of sustainability within the global economic, social, cultural, and physical environment. They highlight the critical role of interdisciplinary Supply Chain Management (SCM) and its evolution into Sustainable SCM (SSCM) and Green SCM. The wine industry is identified as a fertile ground for developing multidisciplinary collaborations and applying innovative entrepreneurp practices in both forward and reverse agrifood chains [85]. The paper explicitly studies the exploitation of opportunities arising from wine production and waste management in this new environment. It presents a start-up business plan developed through a collaboration between the Agricultural University and the Harokopio University of Athens, Greece. The focus is on a wine waste management company located on the island of Crete, Greece,demonstrating how challenges can be transformed into opportunities for innovation and more efficient use of by-products and wastes. The study's methodology involved an action research framework and a business plan goal. The location, Kissamos province in Crete, was chosen due to its tradition in viticultural farming, wine production, and historical innovative capability. Data were collected through interviews with managers of potential supplier wineries and potential customer pharmaceutical and food companies. Secondary data provided technical information for the company's setup and costs. Analytical tools used included PESTEL and SWOT analyses. A technical and financial analysis, including profit and loss (P/L) evaluation and economic performance indicators, was also conducted. The start-up company in Kissamos, West Crete, will focus on elaborating wineries' by-products, specifically pomace, to produce polyphenols. Pomace is a significant by-product of Greek wineries. The company's potential suppliers are seven large wineries identified as having medium-level sustainable orientation (\"unexploiters\") with potential for future adoption of sustainable practices. Potential customers are from the food, cosmetics, and pharmaceutical industries, with an interest in polyphenols derived from grapes. The SWOT analysis revealed key factors (Table 7). The financial evaluation of the start-up project yields positive results, with initial infrastructure costs estimated at over EUR 1.9 million and annual operational costs projected to exceed EUR 1.58 million. By utilizing pomace from suppliers, the company can produce 656.25 tons of polyphenols annually, with a forecasted first-year revenue of EUR 1,968,750, potentially increasing to over EUR 2 million within five years. Key financial indicators suggest that the investment is sustainable.