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Better Food Ventures invests in technology innovators making a positive impact now in food and agriculture.
Key people at Better Food Ventures.
Better Food Ventures operates as an early-stage venture capital firm, specializing in investments that leverage information technology to enhance the global food system. The firm actively seeks out and funds nascent companies developing scalable technological solutions aimed at transforming various aspects of food production, distribution, and consumption. Their investment thesis centers on applying proven strategies from the Silicon Valley ecosystem to foster innovation and efficiency within the dynamic food and agriculture sectors.
The firm was co-founded by Rob Trice, a seasoned Silicon Valley veteran, and Michael Rose. Their collective insight recognized the significant potential for digital and information technologies to address critical challenges and opportunities across the food value chain. This understanding propelled them to establish a dedicated investment platform to support the next generation of food technology innovators.
Better Food Ventures primarily serves as a strategic capital partner for promising startups that are developing technology-driven solutions for the food industry. The firm's overarching vision is to cultivate a more resilient, sustainable, and efficient food system through targeted investment and expert guidance. They aim to accelerate the development and adoption of foundational technologies that will define the future of food.
Key people at Better Food Ventures.
Better Food Ventures is a venture capital firm founded in 2013 that invests in early-stage technology innovators transforming the food and agriculture sectors through information technology. Their mission is to support scalable, positive-impact companies leveraging mobile and cloud computing, sensor tech, robotics, AI, and data analytics to digitize and improve the entire food value chain—from farming to consumption—aiming to build a sustainable, efficient food system[1][2][5]. The firm focuses on sectors including AgTech, food supply chain technology, and food tech, addressing challenges such as food waste reduction, supply chain transparency, and nutritional health[3][4].
Better Food Ventures has influenced the startup ecosystem by backing companies that apply cutting-edge tech to longstanding food system problems, helping accelerate innovation in areas like autonomous farming, AI-powered grocery optimization, and ag-lending. Their portfolio includes companies like Afresh Technologies, which uses AI to reduce food waste and improve fresh food accessibility, and FarmOp, which provides capital solutions for farm operators to increase profitability and independence[1][4].
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Better Food Ventures was established in 2013, headquartered in Menlo Park, California. The firm was founded by partners with deep expertise in food, agriculture, and technology investing, evolving its focus to encompass a broad spectrum of digital innovations across the food system. Over time, it has developed a reputation for detailed sector analysis, tracking over 4,000 companies in AgTech, food supply chain, and food tech, which informs both its investment decisions and contributions to the broader ecosystem through thought leadership and industry landscapes[1][3].
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Better Food Ventures rides the wave of digital transformation in agriculture and food systems, a trend driven by increasing global demand for sustainable, efficient, and transparent food production and distribution. The timing is critical as climate change, resource constraints, and consumer preferences push the industry toward innovation. Market forces such as advances in AI, robotics, and data analytics, combined with growing investor interest in food sustainability, create a favorable environment for Better Food Ventures’ portfolio companies. The firm influences the ecosystem by shaping investment flows, fostering collaboration, and providing analytical frameworks that help define emerging sub-sectors within agrifood tech[1][3].
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Better Food Ventures is poised to deepen its impact by continuing to back transformative technologies that address pressing food system challenges like waste reduction, supply chain resilience, and personalized nutrition. Trends such as precision fermentation, autonomous farming, and AI-driven supply chain optimization will likely shape their investment focus. As global pressures on food systems intensify, the firm’s role as a connector and enabler of innovation will grow, potentially expanding its influence beyond early-stage investing into broader ecosystem development and policy engagement. This trajectory aligns with their mission to harness information technology for a better, more sustainable food future[2][3].
