Graze, Naturally Viral

Nature Delivered Ltd (trading as Graze) has just announced a funding round of £2m led by Octopus Ventures.

We wrote about Graze in February
drawing attention to the truly innovative and potentially disruptive approach that Graham Bosher and his co-founders have taken to the distribution of food by post. Graham doesn't have deep food technology or distribution experience but he has leveraged his intimate knowledge of significant experience of designing, developing and running complex operations which give customers complete control and provides great customer service.
This was acquired in his initial development of DVDs on tap and later LoveFilm.

The business is experiencing very rapid growth and strong loyalty to the service.
Graze is naturally viral, with people showing others their Graze box at the office and handing out trial coupons.
All web marketers strive for virality or a way to promote it. In this case (like with Moo) the product itself is naturally viral - in the real world. Of course, Graze are pouting petrol on the viral flames and encouraging the blaze.

Now delivering over 80,000 boxes a month, Graze has the backing it needs to build a serious business. William Reeve is taking the Chair and the shareholder register includes DFJ Esprit, Arts Alliance and ourselves.

Certainly one to watch in my view.

If you are in the UK and want to try the service quote this code QKX412R and get a free box.
[from 20th to 24th July, 2009]

Another founder creating a potentially great business by thinking completely differently about an established way of doing things - and not being an insider in his industry - is Errol Damelin at Wonga.

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