In 2025, Green Custard deepened its commitment to the Cambridge ecosystem by launching the AWS Innovation Hub at SJIC. This initiative provides organisations of all sizes, from start-ups to enterprises, with direct access to AWS expertise and tailored support.

Through the Innovation Hub, businesses can benefit from free AWS expertise, including:

• Well-Architected Reviews to optimise their cloud environments.
• Concierge support and workshops designed to accelerate adoption.
• Start-up acceleration programmes that unlock AWS credits, funding pathways, and technical mentoring.
• A trusted environment to co-create and experiment with IoT and AI solutions.

This isn’t just about technology enablement. It’s about empowering the SJIC community to turn bold ideas into transformative outcomes.

“In 1987, St John’s College made a bold and pioneering move to develop St John’s Innovation Centre. We are delighted that, for nearly 40 years, the Innovation Centre has supported and fostered early-stage entrepreneurs, forging deep and rewarding links between academia and business. Today, Cambridge’s research and innovation ecosystem is internationally famed and rightly so. It’s a source of pride that our Innovation Centre has been, and continues to be, central to securing this global reputation for entrepreneurship and spin-outs.”

Sue Rollings, Marketing Lead, St John’s Innovation Centre

Thought Leadership in AI + IoT

The next wave of innovation lies in the convergence of artificial intelligence and IoT. IoT provides the data; AI unlocks the insight. Together, they create smarter, more autonomous systems that can anticipate problems, adapt in real time, and optimise performance at scale.

Green Custard is at the forefront of this shift. By blending AI with IoT, the team is building solutions that move beyond monitoring into prediction, automation, and intelligent decision-making.

Examples include:

• Predictive maintenance in manufacturing, where machines are monitored not just for current status but for potential future failures.
• Sustainable smart products like the Aqua Libra Flavour Tap, which combines IoT connectivity with data intelligence to reduce waste and enable refill-culture hydration.
• Agriculture monitoring with edge AI, using machine learning video analytics on the edge with AWS IoT Greengrass to reduce costs and enable near real-time insights into cattle health.

These are not abstract visions; they are real projects being delivered today.

Community Leadership via the AWS IoT Innovators Network

Beyond delivering client solutions, Green Custard is helping to grow the IoT ecosystem itself.

Through the AWS IoT Innovators Network, Green Custard is organising and hosting events that bring together businesses, start-ups, and thought leaders to explore the opportunities and challenges of connected technology.

Upcoming highlights include:

• From Cattle to Tango: Real-World AI and Gen AI in Action (September 15, 2025, at SJIC) - Jonathan Custance will present his Lightning Talk on the role of AI in IoT at Showcase Cambridge.
• Connected Futures: IoT for People, Planet & Purpose (September 18, 2025, at SJIC) – featuring speakers from Raspberry Pi, Aqua Libra, KOKO Networks, and AWS, exploring how IoT can drive societal and environmental impact. Book your free ticket here,

Green Custard also supports more informal community-building at SJIC, from networking meetups to board-gaming evenings, recognising that innovation often begins with human connection.