An interview with Anthony Bourbon, founder of Feed., one of Forward Fooding’s top 500 Food Tech startups.

Anthony Bourbon, founder of Feed.

It’s time to put a face to the name…

We asked our FoodTech 500 top-runners to give us a bit of insight into how they started out as a company and their thoughts on the role of technology in Food innovation. Meet Anthony, the mastermind behind Feed., a company that creates nutritionally complete meals in convenient formats for active people on the go. Let’s see what he had to say.

So tell us a little bit more about you! Where did the idea for your FoodTech company come from?

Anthony: Coming from a poor background, I am the opposite of the typical parisian startup CEO stereotype. I believe that it is essential to shake up the system, and for merit to have more weight than birthright and nepotism.

I have faced hunger twice in my life: once due to financial difficulty when I was young, and later due to a lack of alternatives and time during an intense office job.

At the time, I turned to brands offering meals in powder form, but I was dissatisfied by the taste, the presence of GMOs and the quality of the ingredients. It was then that I came up with a more convenient, affordable and healthy solution for busy people who don’t necessarily have the time or the desire to have a traditional meal, without nonetheless having to compromise on taste; smartfood ‘a la française’. A couple of months later, I founded Feed..

How is tech central to your business?

Anthony: Feed. has been a tech-driven company from the first day. Exploiting online acquisition has helped us to rapidly leverage a loyal customer base. It is also important to have a rapid growth from the outset, which involves developing a strong, and well targeted, communications strategy (Ads, TV, Press).

Why do you think it’s important to see the food industry embrace tech?

Anthony: The most important factor in keeping customers is to listen. It is essential for them to feel heard and understood, and so it is necessary to keep improving your products, to not become complacent, to keep reinventing the brand, to keep innovating, and not to be afraid to cut the products that aren’t working. We gather data from across all our sources to create a customised meal solution based on a variety of metrics including BMI, eating patterns, objectives, daily activity levels etc. Tech is going to enable a food revolution in the personalised meal replacement market.

Want to know more? Check out Feed.’s full profile here.

Congratulations again to Feed. for ranking 7th in the “Next-Gen Food & Drinks” category of the Foodtech 500 list.

To find out who else made it into the FoodTech 500; the top Food Tech companies in the world, click here.

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