Global waste management challenges demand innovative and multi-functional solutions. The Nordic Biogas Model (NBM) based on anaerobic digestion of organic waste and valorization of its outputs provides several benefits beyond waste treatment such as energy recovery, nutrient recycling and climate impact mitigation. Despite these benefits, its international adoption remains limited, revealing an implementation gap. One way to address this gap is to adapt technology and knowledge from the provider to each specific context. This involves the embedding of the technology into the local context and the development of conditions such as formal and informal institutions over time. Based on decade-long interactions with Nordic companies and municipal decision-makers, we highlight the importance of communication between the technology provider and potential adopter, to ensure that the diverse sustainability benefits of NBM are acknowledged. Furthermore, most provider companies can benefit from a systematic guideline that supports early-stage decision-making as an essential component of the adaptation and implementation of the NBM in diverse international contexts. In this article, we offer suggestions for both: (1) how to better communicate the sustainability benefits of the NBM, and (2) how to assess the risk and opportunities of entering new markets at the early stages of decision-making.