Does the Future of Food Live in Better B2B Investment?

Although today’s food technology start up market remains hot, there have been murmurs of a potential food technology start up bubble – one of the most recent speculations from Mother Jones (https://t.co/4dqlTcsmYc).   Recent news around food delivery platforms, mobile ordering applications, and meal kit membership programs is even catching a fevered momentum with established, traditionally non-food industry companies such as The New York Times (https://t.co/1b1IDNQxYo), Amazon (http://read.bi/1WYbXE0), and Uber (http://bit.ly/1NUT03d).

Investment in the business to consumer (B2C) food technology space is clearly where the current growth and profits live – end users have a steady desire for real time access to food information and choices.  However, to influence real and scalable growth in our food chain – source to consumer – I believe we need to ask our food-tech focused Venture Capitalists a primary question:  what investments are being made in technology solutions in the business to business (B2B) space?  Or perhaps, more profitably, into the business to business to consumer (B2B2C) space?

We have seen some examples of such B2B investment recently in Agtech with the implementation of drones and GPS and materials-tracking technology to give farmers the big data, analytics and resource visibility needed for smarter farming.  A recent article from Farmlogs showcases this movement (http://bit.ly/1T6fSdf. )  I would love to see more financial investment in technologies that are focused on the sourcing of food, the recalling of food, and the ecommerce transactions around our food.  In order to see fundamental change in the future of food, the B2B innovators in food technology need our investment.