Take a slightly crooked carrot, a bruised pepper, an apple that is too small and has ‘skin defects’. All good products, mind you: someone is also a presidio Slow-Food, to guarantee its quality. “It is a pity that for aesthetic reasons they risk being wasted: it is estimated that this is the fate of 14% of fruit and vegetables every day”. From this data, Francesco Giberti, born in 1987, left with Luca Masseretti to launch, in full pandemic, Babaco Market. And now, after the running-in of the first months and the subsequent affirmation of Milan and its surroundings, it is focusing on development in other capitals and – why not? – look abroad. Backed by a round of funding of up to 2 million that it is finishing to raise, with the support – among others – of a serial startup launcher.
The young company, born last May, recovers this “ugly but good” fruit and vegetable, packs it in boxes of 6 or 10 kilos each (without plastic and with the QR code, to be scanned with the smartphone, to know the history of each piece contained) and weekly delivery to the home of subscribers These, therefore, do not know what will be in the box from time to time, but they are sure of having quality products with an eye to the environment: in 2020, Babaco declares to having “saved” 40 tons of vegetables and fruits, to which are added another 70 tons this year.
The second chance for the ugly but good: fruit and vegetables discarded by large retailers delivered directly to home
by DANIELA SOLITO
Considering that the smallest box costs 19 euros, the average price is just over 3 euros per kilo. On closer inspection, despite being food that was in danger of being wasted, it cannot be said that it is more convenient (for users) than a fruit and vegetable counter of large retailers. “We don’t want to take advantage of a manufacturer problem, but recognizing an ethical price – Giberti clarifies – On the other hand, for the crooked carrot he put the same commitment as the straight one. Furthermore, considering the quality of the products, if we compare ourselves with a higher level of offer, the price is competitive. “Today there are about ninety producers in the Babaco network, scattered throughout Italy. Initially they helped the startup to to start, giving it credit even though the initial orders were small, but given the success, they are now very happy to have found a sales channel with interesting prospects.
Babaco has placed his warehouse near the Ortomercato, convenient for receiving deliveries from farmers, preparing the boxes and redistributing them. The logistics are outsourced: “In Milan, more than half of the deliveries already take place with cargo bikes or electric bikes, in the hinterland it is still impossible. Of course we don’t use exploited riders”, says Giberti. Business has grown in a short time, undoubtedly riding the pandemic trend of home shopping that has made the fortune of other companies, such as Cortilia: Babaco has reached 4,000 deliveries per month for 1,700 subscribers (in some cases, they opt for for bi-weekly mailing). The team includes 13 full-time people, some of whom recruited from the other reality dedicated to the fight against waste, this time in supermarkets, launched by Giberti: Myfoody.
In addition to the capital, Babaco serves the hinterland of the Northeast, reaching Monza and Brianza, and is preparing to cover the walls that go to Varese. But the expansion plans are far more ambitious. Babaco was awarded in the “StartupPerMilano” project of the Digital Week, with two other young companies: ArtUpp which deals with widespread and technological art in the city; and Phononic Vibes which works on the panels for noise reduction. The initiative was promoted by B Heroes, the startup support ecosystem launched by Fabio Cannavale (serial entrepreneur who has in the booklet, for example, Lastminute.com and Cortilia itself, now in the orbit of Diesel’s patron, Renzo Rosso), with the Presidency of the City Council of Milan and Endeavor Italia.
Just B Holding, the investment arm of Cannavale, has decided to bet 100 thousand euros on Babaco, as part of a loan of 1.5-2 million euros in equity from private investors and business angels, which Giberti has been closing in recent weeks. “In the call we analyzed over 50 ideas, demonstrating that in the city there are projects by young people that deserve attention and need support”, says Cannavale. “We decided to invest in Babaco because we think it has the best chance of impact and scalability of the model”. In fact, with the funds he is raising, Giberti already has on his agenda the opening in Turin, Bologna, Bergamo and Brescia, but he is also thinking abroad.
As for the possibility that innovation in a sustainable key plays an important role in the restart of Milan, which is already the capital of Italian startups by posting, Cannavale says: “I believe a lot. In Milan there is historically an entrepreneurial bourgeoisie attentive to social issues. And the welcome that the Milanese have given to mobility sharing services, just to cite a case, they say how hungry there is for this kind of proposal. Even at the cost of spending a little more: this is not what most families save on “.
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