Museum Of Vancouver Open Data
•
0 likes•436 views
Presentation at the Museum of Vancouver by Anthony Nicalo for #webnotwar discussing food and open data standards.
Recommended
More Related Content
Recently uploaded
Recently uploaded (20)
Featured
Featured (20)
Museum Of Vancouver Open Data
- 1. Processed or Manufactured? Falling in Love with Food, Data and the Interwebs http://www.foodtree.com anthony@foodtree.com @tonynicalo
- 2. A Pig Called Chico
- 3. The Last Hope for Humankind
- 4. A Disciple
- 6. The Prophet
- 12. An Idea
- 13. Meet the Farmer
- 14. Fake Food is Easy
- 15. XML for Food
- 17. END
Editor's Notes
- Foodtree is a platform for food transparency. For the 3 out of 4 shoppers that want more food information, it answers the question where is my food from. For farmers, Foodtree makes it easy to build a brand.\n\n
- \n
- \n
- \n
- \n
- \n
- Today, 94% of the $40 billion dollars spent on food advertising in the US each year goes to processed foods. Foods like fish, meat, fruits, vegetables and milk get just 6% of ad dollars. This is a massive gap in the marketplace because 40% of shoppers purchases are these whole foods. The opportunity is increasing too, because in the only growing segment of the food industry, organic, 73% of purchases are NOT processed.\n\n
- \n\nAnthony Nicalo, CEO- Chef and food systems expert. Director of Inevitable Table- the personal chef service of the Obamas. Mentor to Sam Kass who is now a Senior Policy Advisor on Food to the White House. Worked on farms, in Michelin-starred restaurants, in food retail, own a wine import business, am a founding member of the Slow Money Alliance. \n\nDerek Shanahan is Chief Community and Customer Officer. Derek is an expert at social community building. He co-founded the 20Something Bloggers Network, a community with a reach of 15 million monthly pages views. He nurtured 20SB to 15,000 bloggers in just two years and has built partnerships with Ben & Jerry's, Groupon, The Gap and Charles Schwab. Derek captained the Stanford Men's Soccer Team to two Final Fours while earning his degree in Human-Computer Interaction.\n\nJoel Solomon is an investor and advisor. Joel has decades of experience investing in food-related sectors and social impact businesses. His notable wins include 7th Generation, Happy Planet Juices and the $100mm exit of Stonyfield Farms.\n\n
- \n
- An example of how it works is with one of our current users, Danielle. She is a typical Foodtree user- she is college educated, has a job, kids, is the primary grocery shopper and occasionally buys organic. Danielle has been paying more attention to where her food comes from, especially after seeing the Oprah episode with Michael Pollan. She heard about Foodtree from a friend and signed up. After her weekly shopping trip, she saw a post on a mommy blog about an ecoli scare in alfalfa sprouts. Wanting to know more about the sprouts she just bought, she added Eatmore Sprouts to Foodtree. She requested that Eatmore be invited to Foodtree to share their backstory and an email was automatically sent to Eatmore.\n\nFoodtree followed up with a sales call to Eatmore.\n\nEatmore sells at their local farmers market, but it is often difficult for them to staff, as it takes away from their ability to farm. They do like the higher prices they get at the farmers market and getting appreciation from the people who eat their food is rewarding, but once they factor in the additional labour, the margins are usually lower at the farmers market than through wholesale channels. Eatmore signed up as a Foodtree customer because they see it as a way to unlock the value of their farmers market relationships and translate it into their wholesale channels. They are paying $39 per month for a premium subscription to the Foodtree platform.\n\nIn North America alone, there are 34 Million women like Danielle. And there are 600,000 farms like Eatmore, who are varying degrees of organic, do some direct marketing and are trying to sell the food they grow.\n74% of shoppers want more food information\n40 Million searches a month for food information\n1% users will generate leads\nSmall businesses who advertise online spend $2327 each year\n
- We have not yet launched our primary interface- a mobile application, nor have we opened up the API to developers. Our current priority is building the database, but we've told a few friends and currently have several hundred users, 15% of which are adding foods and sources. We have over 25,000 Food source records. Each one of those is a lead. \n\nWe are also seeding the database with aggregated open data that gives the 99% of users who are not contributers useful information- things like local farmers markets, where there milk is from and whether their eggs come from a facility with a history of safety issues.\n\n\n\n
- Foodtree makes money with a subscription model like Get Satisfaction. The database is populated with a free profile listing either from an open data source or is contributed by a user. The food source is then encouraged to claim their profile. We then sell a variety of monthly subscription plans which include things like analytics, embeddable widgets, custom domains, point of sale ad materials or full enterprise customization.\n\n
- There are lots of specific ways Foodtree will scale, but the overarching principle is that food is social and viral by nature. Nowhere are we more powerfully connected than around the daily preparation, cultivation and sharing of food. People are constantly discussing where to go for lunch or chatting about a great dinner they had, there are multiple opportunities every single day for Foodtree to spread by word of mouth.\n\nThere is also strong latent demand from potential customers. Billions of dollars worth of fish, meat and dairy is already traceable back to its source due to regulatory requirements. Foodtree unlocks the value of that data by turning it into marketing.\n\nThere are over 40 million searches a month for food information in the US and Canada. Foodtree will allow people to personalize their food preferences to make that information digestible, relevant and timely. Search engine optimization presents an opportunity to drive a significant amount of traffic, especially when you consider how far behind most food businesses are/ use flash.\n
- To accelerate mobile development, expose more data; build a robust api; build database to 250,000 food sources and 1 million users\n\n\n
- \n
- To accelerate mobile development, expose more data; build a robust api; build database to 250,000 food sources and 1 million users\n\n\n
- \n