Research to analyze the influence of the creativity and innovation of business actors on the sustainability of food and beverage processing business actors. This research analyzes the influence of creativity on business continuity through food and beverage processing business actors in the Maros Regency. This research is a quantitative research with the explanatory method. The population in the food and beverage processing industry in Maros Regency is 476. This study uses the Slovin formula so that the number of samples is 217 units or business actors in the food and beverage processing industry—data collection techniques through questionnaires with data analysis techniques using structural equation model analysis. The results of the study show that innovation has a significant impact on business actors. This indicates that the higher the level of creation, the more significant the increase in food and beverage processing business actors in the Maros Regency. The innovations they have can have a tangible impact on increasing the sustainability of the food and beverage processing business in Maros Regency. The results of this study indicate that the influence of business actors has significantly increased the sustainability of the food and beverage processing business and increased the regional economy. Business actors can create creativity for the sustainability of food and beverage processing businesses in the Maros Regency.