A journey in the startup of "food 2.0", or how to raise the quality of our spending. By relying on organic food or kilometer zero by MAURO MUNAFO '
When it comes to startup, thought flies immediately to computers, the
web, the virtual Silicon. But if there is one sector in Italy which can boast
the highest concentration of new online activity, and in fact should not
surprise, is what concerns food and cuisine. The grocery store, choose recipes,
sautee for friends and gather around a table are so routine actions that we
consider now unchangeable. Yet many young entrepreneurs are convinced that
there can be something to improve and that the right place to start doing it is
just our country, with its culture of good flavors. A journey in the startup of
"food 2.0" is therefore a must.
No meal could begin without having the ingredients and the first step can only be devoted to spending. In addition to sites that allow you to send home as chosen at the supermarket, growing attention to the organic product and per kilometre zero, thanks to local portals like Clods in Rome, Biokistl in Tyrol, Casina Cornale in Cuneo and Cortilia in Lombardy, which allow you to choose and send home their local and seasonal products: from vegetables to eggsfrom fruit to cold meats and honey.
"Alerted consumers on topics such as seasonality and quality of what they order," explains Marco
No meal could begin without having the ingredients and the first step can only be devoted to spending. In addition to sites that allow you to send home as chosen at the supermarket, growing attention to the organic product and per kilometre zero, thanks to local portals like Clods in Rome, Biokistl in Tyrol, Casina Cornale in Cuneo and Cortilia in Lombardy, which allow you to choose and send home their local and seasonal products: from vegetables to eggsfrom fruit to cold meats and honey.
"Alerted consumers on topics such as seasonality and quality of what they order," explains Marco
Porcaro,
serial startupper and founder of Cortilia, "the
agricultural world is little and evil on the web and our goal is to shorten the
world's longest chain, the food, and put in direct contact with the producer
and the consumer".
Cortilia was born under the name of Geomercato in 2011 and has since collected more than 10,000 members and 600 thousand euros of funds from business angel and venture capitalists. We worked today a team of seven people in their thirties, struggling with the online platform organization, logistics and transportation in Milan and nearby towns. "We move bits, like other technology startups, as well as Zucchini," continues Porcaro, "all the logistics is our responsibility and we also submitted sample quality checks and to educate small producers on how to make the best use of the internet".
Those who not only has no time for shopping, but also for ideas on what to cook and does not want to risk out of hand, you may find interesting as proposed by iDinner, startup of Sardinia a few months landed even in large northern cities and soon also in Central Italy. The iDinner product is simple: a charge for 4 dinners for a family of 2 or 4 persons, with all ingredients (fresh seasonal) needed to follow the recipes recommended by team nutritionist.
"We are two families with children who do not like to eat the same things," says Andrea Masci, a founder of iDinner, "but as all parents know, go to the supermarket with children makes you crazy and you can not always get what you want or think about what prepare". After a long study of details, and taking a cue from the Swedish experience (thanks to a team member who comes from the Scandinavian country), in April 2012 iDinner opened its doors in Cagliari and, after the summer, he landed in Milan and Turin. "Today we make a fifty deliveries per week and our customers are mostly people who work all day, fail to do your shopping and you are stewed of takeout. We care to guarantee a great variety in recipes and ingredients that we propose. All at an affordable price ".
Not too far from what was thought to be iDinner, but married at the world of wine, is the idea behind 3Wine, veronese startup founded by Alberto Zampini and aimed at those who love wine but you lose between labels and quality.
"Once a month I like to organise a dinner at home with friends," says Zampini, 33 years and returned to Italy in order to launch his bet, "because I didn't know what to cook ever and the best wine to pair with food I came up with the idea of 3Wine taste box". As other companies send customers home boxes with shoes, tricks or other products, 3Wine sends three bottles of wine chosen by experts and combined with a series of recipes to enjoy them to the fullest.
"We try to create a culinary path, advising of simple dishes and sending the right wine to accompany them," continues Zampini, "there are 3 sommelier that each month choose the wines of medium-high quality around which we created the product then we send to customers with a shopping list with all ingredients that serve for dinner that we recommend. In this way you can organize dinners in which discover new foods and wines ".
Groceries, wines and recipes may be useful, but there is also the other side of the coin: eat at home than others. And on this front works NewGusto, which promises to let us feast in other people's homes.
"The idea came from a necessity," says Antonio Ruscitti, co-founder of NewGusto, "Christian, one of the other founders, is a good fork and a lover of travel: but when he went to other cities or countries was unable to try the local cuisine and not that of restaurants for tourists".
Antonio, Christian and others team components have launched NewGusto in 2011, with the aim of creating a platform to "share" their kitchen and know each other around a table, collecting up to today over ten thousand members from 59 countries. "We like to call ourselves a couchsurfing: table instead of the couch though, here you are sharing a Chair in the kitchen and then have users decide whether to divide the expenses or to pay or fewer guests. People want to know each other and the food can be the best way to do it ".
Cortilia was born under the name of Geomercato in 2011 and has since collected more than 10,000 members and 600 thousand euros of funds from business angel and venture capitalists. We worked today a team of seven people in their thirties, struggling with the online platform organization, logistics and transportation in Milan and nearby towns. "We move bits, like other technology startups, as well as Zucchini," continues Porcaro, "all the logistics is our responsibility and we also submitted sample quality checks and to educate small producers on how to make the best use of the internet".
Those who not only has no time for shopping, but also for ideas on what to cook and does not want to risk out of hand, you may find interesting as proposed by iDinner, startup of Sardinia a few months landed even in large northern cities and soon also in Central Italy. The iDinner product is simple: a charge for 4 dinners for a family of 2 or 4 persons, with all ingredients (fresh seasonal) needed to follow the recipes recommended by team nutritionist.
"We are two families with children who do not like to eat the same things," says Andrea Masci, a founder of iDinner, "but as all parents know, go to the supermarket with children makes you crazy and you can not always get what you want or think about what prepare". After a long study of details, and taking a cue from the Swedish experience (thanks to a team member who comes from the Scandinavian country), in April 2012 iDinner opened its doors in Cagliari and, after the summer, he landed in Milan and Turin. "Today we make a fifty deliveries per week and our customers are mostly people who work all day, fail to do your shopping and you are stewed of takeout. We care to guarantee a great variety in recipes and ingredients that we propose. All at an affordable price ".
Not too far from what was thought to be iDinner, but married at the world of wine, is the idea behind 3Wine, veronese startup founded by Alberto Zampini and aimed at those who love wine but you lose between labels and quality.
"Once a month I like to organise a dinner at home with friends," says Zampini, 33 years and returned to Italy in order to launch his bet, "because I didn't know what to cook ever and the best wine to pair with food I came up with the idea of 3Wine taste box". As other companies send customers home boxes with shoes, tricks or other products, 3Wine sends three bottles of wine chosen by experts and combined with a series of recipes to enjoy them to the fullest.
"We try to create a culinary path, advising of simple dishes and sending the right wine to accompany them," continues Zampini, "there are 3 sommelier that each month choose the wines of medium-high quality around which we created the product then we send to customers with a shopping list with all ingredients that serve for dinner that we recommend. In this way you can organize dinners in which discover new foods and wines ".
Groceries, wines and recipes may be useful, but there is also the other side of the coin: eat at home than others. And on this front works NewGusto, which promises to let us feast in other people's homes.
"The idea came from a necessity," says Antonio Ruscitti, co-founder of NewGusto, "Christian, one of the other founders, is a good fork and a lover of travel: but when he went to other cities or countries was unable to try the local cuisine and not that of restaurants for tourists".
Antonio, Christian and others team components have launched NewGusto in 2011, with the aim of creating a platform to "share" their kitchen and know each other around a table, collecting up to today over ten thousand members from 59 countries. "We like to call ourselves a couchsurfing: table instead of the couch though, here you are sharing a Chair in the kitchen and then have users decide whether to divide the expenses or to pay or fewer guests. People want to know each other and the food can be the best way to do it ".
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