Matt Tortora is the founder and CEO of WhatsGood, a Providence-based online marketplace that uses web and mobile apps to connect wholesale food purchasers directly with locally grown sources. In September, WhatsGood took home the $40,000 top prize from the fourth annual Get Started Rhode Island pitch competition held by Cox Business and Inc. Magazine.
Tortora spoke with Providence Business News about the concept behind his startup and how the Get Started RI prize has helped WhatsGood move forward.
PBN: Why does food systems technology matter in today’s agricultural landscape?
TORTORA: The single most important reason is for the cultivation of food system data. The major issue with improving our food system and consequently why tech in Ag is so important is the lack of information about our food. Without information and data we’re just guessing. The fact is, most of the data we (USDA/Gov’t/Private) collect about our food is self-reported and is often wildly inaccurate due to the amount of extra work and time it currently requires to collect that information. However, through the adoption of highly functional and efficient technology, producers, distributors, grocers and restaurants can tell us a lot of information about food and provide the necessary building blocks towards building a better food system.
PBN: What obstacles to sustainable sourcing does WhatsGood help overcome for both purchasers and producers of wholesale food?
TORTORA: Sustainability: of, relating to, or being a method of harvesting or using a resource so that the resource is not depleted or permanently damaged. Sustainable sourcing is only possible when you source sustainably-produced food. Consider different types of food and how they are produced, the equipment used, harvesting method and distribution: How many types are there that do not deplete resources of some type? If you use a tractor that uses fuel, can that run forever? WhatsGood can help a purchaser identify more sources that utilize as many sustainable practices as possible in the production, harvest and distribution of their food. At its core, WhatsGood helps to connect a producer to the most efficient opportunities that exist within their local markets to sell/distribute their food.
PBN: How has the Get Started Rhode Island pitch competition and its $40,000 grand prize helped WhatsGood’s progress?
TORTORA: The competition was a great way to gain some notoriety and PR and that is always a big help for a startup venture. I was also invited onto the John Loughlin radio show, which was great! The Cox Business competition award of $10,000 in cash ended up being critical in order to help us get to our next round of funding and we are looking forward to finding the opportunity to utilize the in-kind prizes as they will be helpful in reducing costs as we scale.
PBN: You’ve said “farming is becoming the new startup.” What makes it such an appealing industry for both experienced and new farmers?
TORTORA: Farmers on land and in water are amazing people. Based on the hundreds of farmers I’ve met and farms I’ve toured, I’d say it is different for every “young farmer” (10 years or less in Ag) I’ve met. I think in general for these people it’s being driven by an inner desire and passion to be good stewards of the land or sea. However, as startups are businesses, not people, the simple answer is opportunity. “Local Food” sales more than doubled from 2008-2012, growing from a $5 billion to a $12 billion industry. It is projected that it will eclipse $20 billion in 2019, outpacing the entire F&B industry all together. To be able to buy more local food, obviously, someone has to grow it and that can be very profitable.
PBN: What’s the next step for WhatsGood moving forward?
TORTORA: So far, our platform is strictly B2B and focused only in wholesale. In early June, that is changing. We will launch our retail mobile app, which begins to allow consumers to discover more local food around them and connect them directly to the producers. We currently have more than 650 farms with products available on the app. The WhatsGood app will allow them to place orders with farmers in advance, choose a pick-up location (such as a farmers market that the producer will be at, or a farmstand), and submit payment – all from their smartphones. Please visit www.sourcewhatsgood.com and sign up to download the WhatsGood app when it’s available and support YOUR local farmer!
Kaylen Auer is a PBN contributing writer.
