Photo: Foodgroot “So, the activity is alleged Foodgroot, and if I should alarm it in one sentence, it would be that what Google did to the internet, we’re accomplishing for the aliment bazaar – for all advice that is accessible for aliment on the market.”
“If I gave you six altered yoghurts, put them in advanced of you, you would apparently be beneath the consequence that you could array them according to affection or to how advantageous they are. But if I told you that you alone apperceive a best of 20 percent of the accessible information, afresh you will see how you are afflicted in actuality by marketing, by PR, people’s opinions – it’s not based on absolute information.”
“But what’s abaft it, and the added you go, the added secrets you acquisition out and added array of activated links. And addition needs to basically agitate it, aboriginal of all. By ‘disruption’ I beggarly absolutely let the ablaze in.”
“Food is a basic, capital allotment of our lives, and we should apperceive [what’s in it] – right? Today, if I accord you a product, put some appropriate name on it, accord it new packaging, do some added promotion, and you’ll anticipate it is cool affection stuff. In fact, you will acquisition it is accustomed stuff, and you’re advantageous an added 30 or 40 percent aloof because of the marketing.”
“So what we are bringing is we took all the advice that his accessible at the moment … We are alive with experts from universities and altered institutions and calm we are alive on a collaborative belvedere that will absolutely basis the accomplished bazaar and put them in a assertive bureaucracy [ranking], a assertive range.”
And how did the activity get started? What was the catalyst for it? Was there a assertive artefact – and maybe you don’t appetite to name names – some allegory that led to abuse or inspiration?
“My afflatus as a architect – actually, it’s funny, because I’m not a aliment freak. You know, addition absolutely attractive into what’s advantageous stuff. My aboriginal afflatus and activate is that I consistently put calm things, absolute points, and put them calm into a new anatomy that brings article extra.”
Originally from Prague, Petr Václavek has lived in several above European cities – London Amsterdam, Gothenburg and Basel – alive on both bounded and all-around business projects, as able-bodied as tech start-ups. He afresh came into the Czech accessible eye for his assignment on the grassroots campaigns of Marek Hilšer, a adolescent doctor who absent a bid for the admiral aftermost year but won a bench in the Senate this autumn.
Petr Václavek, photo: annal of Petr Václavek While not a programmer himself, Mr Václavek understands the ability of Big Abstracts well, and with Foodgroot will draw on all-inclusive amounts of advice on aliment producers and raw absolute suppliers, quantifying and evaluating abundant you won’t acquisition in the baby book on labels – such as a product’s eco footprint. All of that will go into Foodgroot’s circuitous Aliment Appraisement Basis actuality developed in cooperation with the 3rd Medical Faculty of Charles University in Prague.
“The activity is absolutely disconnected into four phases. Phase 1 is we appear with a all-around Aliment Appraisement Basis – we’ll be indexing anniversary bazaar in Europe first, afresh we’ll go to the U.S., to India, to China. Basically, we allegation to apperceive the capacity and the artefact bar cipher and a centralised database in agreement of nutrition, how the producers accomplish it, what additives are in it, etc. For the basal index, this is enough.”
“Later on, we will be demography into appliance added and added parameters, up to 70, so things like eco print, the accord index, the approach oil timberline crisis – you name it; there are absolutely a bottomless cardinal of issues that are somehow affiliated with the aliment assembly these days.”
“So, footfall by step, we will be uncovering, activity added and added into compassionate how things are absolutely made, and how these should be acclaimed in the number, in the final appraisement that you are receiving. So, the cardinal will be accepting added and added authentic as we get added and added abstracts altered sources in the future.”
As you say, it’s now in the Beta stage, and you’re attractive for a roll-out in January.
Roughly how abounding bodies are testers now, accession this information, as far as the crowdsourcing?
“Over the accomplished six months, we’ve aloof been acquirements how to apprehend the assorted databases and construe them into the technology, and basically how to accomplish the blueprint so that a simple cardinal comes out of it that tells you absolutely what it’s all about.”
“We accept a anatomic prototype, which is on my adaptable phone, which can calmly browse any bar cipher accompanying to aliment and it will appearance you the number. Obviously, this is the advanced end, the appliance that you see; in the meantime, our technology bodies are alive on the aback end, which agency databases and the final tweaking of the formula, calm with the experts, so that the numbers appear out address the advice that the customer needs to know.”
“Actually, we are activity to do the aforementioned for pet aliment after on and for cosmetics. The attempt are appealing abundant the same. And I anticipate that cosmetics, actually, forth with food, is one of the bigger businesses that has not been ‘disrupted’ yet. Bodies appealing abundant await on brands, and don’t apperceive what’s absolutely abaft it. So, that’s in the aing stage.”
Photo: Foodgroot “And what is additionally absolute nice – I like it absolute abundant – is we will additionally appear with a new ratio, because today, there are lots of amount allegory sites, but cipher compares it with the quality, the all-embracing rating. So we will appear out with a new arrangement that says, ‘Okay, for this price, this affection is a abundant ratio, actually.’ Although the affection ability be abominable and the amount ability be low, you understand.”
“But in some cases, we’ll acquisition out that it’s a scam, actually, because the affection is absolute low, or the appraisement absolute low, but the amount is absolute high. So, we will alike appear with a new archetype for the consumers that will analyze absolute ‘performance’ with the price.”
On the European level, this is absorbing abnormally for Czech and added consumers to the east of Brussels, because generally we acquisition a artefact with the exact aforementioned name, exact aforementioned attending but altered affection from country to country – which has fabricated Czech consumers and politicians absolutely angry.
“Actually, we appetite to accompany this app to the EU, to acquaint it to the EU Commissioners who are in allegation of what they alarm ‘double quality’ of aliment because the aforementioned cast produced in let’s say Germany, they say, is of abundant bigger affection than the aforementioned cast produced, as you say, in the Central European markets. And we appetite to accept this app as an absolute apparatus alike for the EU Commissioners, EU bodies – basically, scanning the two codes and anon you acquisition out if it’s accurate or not, and you will see cold information; you will see the capacity and acquisition out absolutely what’s amiss with it.”
So, in the absolute antecedent stages, you will get, as you say, a ‘value’ rating. And after on – I can see on your armpit the branch ‘tailor-made food’ – so, for example, addition who is decidedly anxious about Fair Trade, or bistro amoebic products, can set filters.
“Exactly. Aggregate bloom related. If, for example, you are lactose intolerant, you can put that advice in and anon you get an action that is appropriate for you, basically. So you can do tests that advice you appearance your affairs profile. And we appetite to appear with a accord – we’re already negotiating with several e-commerce aliment services, area we appetite to do tailored stuff.”
“In added words, you can do arcade for your ancestors and there will be a bag with your name on it that will accommodate alone actuality which is acceptable for you – if I can put it that simply. And that’s not alone about aliment but supplements, aggregate accompanying to health, basically, and a advantageous lifestyle.”
And, again, this will be chargeless for consumers – you’ll monetize it in a altered way.
How do you apprehend to accomplish money?
Photo: Foodgroot “This will break chargeless of any affectionate of announcement and business forever. Absolutely. Because this has to become a clear, independent, absolutely trustworthy, transparent, from Day Zero. So, we’ll be accepting a alternation of what we alarm ‘in-app purchases’, area you can buy those filters.
“For example, we accept Miloš Škorpil, one of the bigger celebrity runners here. Miloš has his association of runners, and will accept a clarify ‘Eat with Miloš’, and he will be advising what bodies who accept in him should eat. And anon the appliance will booty the alternative and accomplish it according to his philosophy. Or you can chase any affectionate of doctor or any affectionate of diet – lactose-free, gluten-free, whatever.”
“So, you can accomplish in-app purchases for a euro or two, which is a paid affair for the consumer, but almost simple. And it will be affiliated anon to the e-commerce, area we will acutely be accepting some associate fees, etc.”
“In Phase 4, we are additionally planning to alpha with the analysis of foods and the foodstuff’s origins. So, we could alpha with let’s say a bounded booze maker, who I apperceive is absolutely an honest guy – he has annihilation to hide, in added words – we will get calm with him, chase the process, and basically accomplish aggregate cellophane how he makes it. And eventually, he will accomplish an absolute analysis of the capacity and stuff, and if aggregate goes well, and the analysis confirms what they say is there, and we accept all the information, we will abundance aggregate in block chains, so it’s not manipulated by anyone, and we will accord them a little ‘tick’ –a dejected beat – you apperceive it from Facebook, which agency that this accurate artefact is verified.
“It doesn’t beggarly it’s acceptable or bad affection – it agency it’s verified; aggregate they say about it is true. And you can acquisition the advice in the block chain, which I anticipate can be a absolute absolute afflatus for added producers, because acutely this will beggarly that the artefact will account hardly bigger than the others because they are transparent. Eventually, I anticipate this will advance to a absolute absolute change amid the producers to be added transparent, added accessible – because that’s, in the end, what we allegation to have.”
“We are currently creating the Aliment Appraisement Basis – we are afterward the Bloom 2020 – National Strategy for Bloom Protection [and Advance and Disease Prevention]. One allotment of it says that bodies should be acquainted of what they are bistro and the advice accompanying to aliment production, etc. Today, about aggregate is beneath cover, aggregate is secret. If you go to a retail abundance and ask area the aliment is advancing from, they will not be able to acquaint you. Aggregate is kept a big abstruse – and there is no absolute reason. We allegation to apperceive what we are bistro and area it comes from, etc.”
“So, this activity is demography into consideration, as I said, up to seventy parameters, so far – not alone the acceptable or archetypal things like composition, additives and production, but the antecedent of the raw materials. I anticipate in a few years, we’ll be allurement questions like, ‘What absolutely the cow is eating?’ – the cow acclimated in the alternation of milk and meat assembly – ‘What is the cow bistro in the summer? In the winter?’ So, we will be activity as far as this to the primary antecedent of the raw absolute in adjustment to accept and map and basically ‘disrupt’ the affair as it is today.”
Illustrative photo: Nic Taylor Photography via Foter.com / CC BY-NC-ND “And we will absolutely see into the full-blooded of anniversary artefact because you will see the capacity and accept how and why, exactly, is the artefact scoring – and you can acutely analyze because you can booty six products, browse them, and anon see which array the best.”
If you were to try to attending yourself at all the baby book on the artefact labels, you would allegation absolutely a lot of time…
“Right. You don’t accept to – because that’s what we are doing. All you accept to do, as you can see in the application, is aloof accessible the scanner, here, browse any array of bar cipher of a product, and it will anon acquaint you the number. As you see, it will anon appearance you the colour, which is from green, which is good, to aphotic red, which is bad. And you will be accessible to accessible this and accept the capacity of every sub-category that array in the final number.”
Without allotment names, I see there’s a beer actuality that’s got a 53 percent appraisement – which is affectionate of questionable. Can you already say what is the affair there?
“Not at the moment because the numbers are still in progress. The aback end is still in the final tweaking. We’re activity to barrage the centralized beta testing in about two, three weeks. We already accept hundreds of registered users who appetite to become centralized beta testers, and we will analysis with them absolutely two things – the numbers [scores] and the advantage of the database.”
“We can’t barrage it after at atomic eight percent of the bazaar covered because contrarily it doesn’t accomplish sense. So these will be the two ambit and what you see actuality is a assignment in progress, so I cannot animadversion on it. Later, you will see those differences in colours and you will see the capacity – I’ll be able to acquaint you what’s wrong, or what’s right.”
“But we can try it – booty article from the fridge.”
Yes, let’s do that.
“So, we accept some milk here. We booty the milk and all this [the baby book and capacity on the label] you don’t accept to apprehend because it’s already taken into consideration… Actuality we go – see? Anon you see the number. Later, you will see the cardinal in the categories, and you will see the details, which will be clickable, openable. If we had added milks here, we could analyze absolute bound two, three and it would appearance you anon the best one. …”
“This added one for archetype is not in the database – it’s article new. We’re still accession databases, and you can alike address the missing products. Booty the picture, address it, and we will add to the database and the index.”
And the January roll-out in the Czech Republic will be additionally in English?
“In Czech. We acutely alpha with the bazaar that we apperceive the best, but we’re already alive on the German bazaar – we appetite to bound aggrandize to the German-speaking countries and afresh the blow of the European bazaar will be almost accomplished because the legislation is everywhere the same, or absolute similar. So, we are appealing abundant able to harvest, action and basis the abstracts almost quickly. We afresh aloof construe the appliance and cycle it out in added countries. So there will be a almost quick expansion.”
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