MyFoody

MyFoody operates as a key player in the food waste reduction market by providing a digital platform that connects grocery retailers with consumers. The company was co-founded in 2015 by Francesco Giberti, Luca Masseretti, Alessandro Dipaola, and Esmeralda Colombo. The inspiration for the venture struck Francesco Giberti from a simple observation of a pack of cookies, which sparked his curiosity about food surplus and the lack of effective solutions at the time. This led to the formation of a team and the establishment of MyFoody as a social-impact innovative startup.

The business primarily serves large-scale food retailers (GDO) and individual consumers. Retailers use the platform to sell products that are approaching their expiration date, have damaged packaging, or are in overstock, thereby turning potential losses into revenue. Consumers benefit by purchasing these items at a discounted price, often up to 50% off. MyFoody's revenue model is twofold: it takes a percentage of the sales made through the platform and charges an annual fee for using the service.

The core of MyFoody's offering is a geo-localized mobile application. This app allows users to see real-time deals from nearby supermarkets on products at risk of being wasted. Users can view the offers on the app and then go to the store to complete the purchase. The platform also sends notifications for new deals from favorite stores or when new retailers join the network. Beyond the transactional features, the app and its associated blog aim to educate its community on sustainability by offering tips and recipes to combat food waste at home. Significant milestones include winning the Food Waste Reduction grant from Fondazione Unicoop Firenze and a European-level grant from CHEST for social innovation. In 2021, MyFoody was acquired by the French company Phenix, a move intended to accelerate its growth and expand its impact across Italy and Europe.

Keywords: food waste reduction, grocery deals, supermarket surplus, expiring products, sustainable shopping, food tech, mobile commerce, retail solutions, social impact startup, circular economy, grocery app, discounted food, food surplus management, environmental sustainability, Phenix, Francesco Giberti, last-mile food rescue, imperfect produce, food savings, consumer app