‘Generation Yes’ a Food Sector Start-up receives Funding from Food Angels

Following our recent posts on German start-ups in the food sector, here is more evidence of the business viability of food in the start-up scene.

See our previous posts on: #food

The Food Angels, who specialise in food-related investments, are active once again, this time the group of donors is investing a six-digit amount in a Berlin start-up, which offers hip teleshopping for kitchen appliances. Generation Yes, wants to move customers with videos on Facebook to online shopping. The two founders behind the company present high-quality kitchen appliances for sale in Facebook videos.

Since July, the start-up has been releasing videos in which high-quality kitchen appliances are reviewed. One film, for example, shows how fresh noodles can be prepared with a pastamaker from Philipps, or that users of a Kitchen Aid Artisan can easily bake a walnut-rosemary bread.

So far, about 30 videos have been published on the Facebook page of Generation Yes, and it has about 2,600 fans. The videos are currently viewed hundreds of times, on average, some times even thousands of times.

Matthias Berchthold and Moritz Putzer, the founders behind Generation Yes want to make online shopping more inspiring vis their start-up. They promise that they will only present devices they have tested to their users. Their slogan “Yes! You can cook for yourself. Yes to good food. Yes too simplicity – thanks to the right devices,” which explains the name of the company.

“We focus on very few products and offer extras like the classic teleshopping to the products,” says founder Matthias Berchthold, who himself was responsible for the online trade at Philipps for many years.

So far, the concept seems to be working. One third of the sales made by Philipps with the pastamaker in the German-speaking region have come from Generation Yes, assured Berchthold. Around 95 percent of the customers find the videos on Facebook.

According to Wolf Michael Nietzer, one of the investors at the Food Angels, Generation Yes is an alternative to the TV shopping community:

“We see Generation Yes as a digital social media distribution channel with the data driven intelligent approach, product finds customer.”

Photo credit: http://www.colourbox.com. Material used in the preparation of this article has been drawn from GruenderSzene.


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