foodtree is aiming to bring the community and transparency of farmer's markets to your web-browser and mobile phone. Within foodtree, digitally rich stories from farmers and growers lay on top of a social web marketing platform, connecting consumers to the backstory of their food.
Boris Mann, Managing Director of Bootup Labs, said of the foodtree team, "I have a personal passion for food. Seeing Anthony's team build, integrate social media tools, and create a following convinced me that there was an opportunity to further connect the social web with something that everyone can relate to: food."
Grounded in open data and transparency, foodtree will power a comprehensive food web connecting producers, restaurants, retailers and citizens, ultimatesly enabling consumers to make conscious food purchasing decisions.
Anthony's team Mann speaks of is COO Derek Shanahan, CTO Shelly Roche and CEO Anthony Nicalo. The idea for foodtree grew organically from Nicalo’s experience running Farmstead Wines - an importer and marketer of artisan wines from small, sustainable farmers. Nicalo is also the founder of kitchen performance apparel maker, Dajoji, a co-founder of nonprofit FarmFed, and a founding member of the Slow Money Alliance.
Intrigues by foodtree? Request an invitation to foodtree's private beta release.
Looks like foodtree is a great selection for Bootup's next intake. Who will be announced next? Stay tuned.