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Smart Food: Bio Products to Milanese Families' Doorsteps

, by Claudio Todesco
The Startup, That Manages Fresh Produce Home Delivery, Was One of the Winners of Barilla Good4 and Has Gained Access to the Speed MI Up Incubator

Cesare Alfredo Guerreri and Marco Casassa dream of bringing organic fruits and vegetables to the doorsteps of the Milanese. "We want to stimulate people to overcome laziness that leads them to eat the same food every day", Guerreri says, "and get rid of bad habits. Starting from me: until recently, I did not eat fruit or vegetables". Orders will be managed from the site Smart Food (www.smartfood.bio) where users will get free home delivery of fresh organic products sold in boxes of three sizes.

It all started at the end of 2013 when Casassa, a former architecture student at the Milan Politecnico, the son of an agronomist and passionate about all things organic, realized that abroad home delivery has taken hold. Why not try it in Italy? He therefore involved Guerreri, a management engineer who graduated from the Politecnico and is working at the e-commerce Privalia. "We do not simply sell organic fruit and vegetables", they say, "we offer boxes whose content is based on a nutritional plan certified by two professors from the Università degli Studi in Milan".

The "smart boxes" contain fruits and vegetables mixed in order to have the proper caloric and energetic intake. The products come from certified organic farms and are delivered weekly. Every seven days Smart Food will offer a different basket of products to vary the diet. The website will also sell complementary products such as bread and pasta, bio of course. "Milan is the ideal market to start: it's our city and is open to e-commerce and organic food".

A trial version was launched in November 2014. Very soon they're going to segment the audience in order to offer specific nutritional plans. Last February, the project won the international contest Barilla Good4 – Start Up The Future in the category "Good4 our Wellbeing" and is waiting for the consequent six-month tutoring at Speed MI Up. The victory gave them exposure. "We were contacted by EXPO Gate to deliver our boxes to an event to be held in Piazza Cairoli and in mid-April we will take part in Fuorisalone. The victory was a confidence booster. Now we have to convince backers and consumers". The goal is to be on line by the inauguration day of EXPO 2015.

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