Foodello
Foodello (parent company of Fiksuruoka.fi) is an ecommerce platform reducing food waste by selling surplus food from importers, producers, and wholesalers at discounted prices to consumers. Operating in Finland, the Netherlands, and Belgium, it tackles global food waste with a mission-driven approach.
Website
https://foodello.comChallenge
Foodello needed to scale a niche ecommerce brand internationally while maintaining low acquisition costs and overcoming low brand awareness (15%).
Solution
I tackled this by rebranding Fiksuruoka to Foodello, aligning it for global markets and securing trademarks, which boosted awareness to 70%. I built a five-person team and systems (tracking, polling, DAM) to streamline campaigns, scaling ARR to €15M with 100,000+ customers. Connections: Inspiriko: My Foodello experience scaling acquisition informed Inspiriko's subscription-first pivot, using data-driven insights to prioritize high-value customers. Jar Bar/Hangry Bowl: The lean testing from my founder roles shaped Foodello's low-CAC campaigns, focusing on rapid iteration. Amonda: Repositioning hotels mirrored Foodello's rebranding, both requiring clear market alignment to unlock growth.
Approach
Brand StrategyInitial phase
Led brand strategy, scaling from €1M to €15M ARR and expanding to Netherlands and Belgium.
RebrandingImplementation phase
Rebranded Fiksuruoka to Foodello, securing European trademarks and aligning for international markets.
Team BuildingOngoing
Managed a five-person brand team, ensuring campaign consistency across countries.
Systems DevelopmentOptimization phase
Built brand tracking, consumer polling (Pollfish), and DAM systems for improved execution.
Results
- Scaled ecommerce from €1M to €15M ARR across three countries
- Grew brand awareness from 15% to 70%
- Acquired 100,000+ customers via low-CAC campaigns
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