Wal-Mart to hear 26 startups’ ideas


By Robbie Neiswanger

Arkansas Democrat-Gazette, Inc.

FreshSpire Inc. was founded when five high school friends decided they wanted to do their part to help solve the issue of food waste and hunger.

Just two years later, two members of the North Carolina-based startup will get to show their solution to the world’s largest retailer. Their idea is an application that can notify consumers of grocery store discounts on food items nearing the end of their shelf lives.

“We feel like the way that FreshSpire can really make the most impact is to partner with a global-scale store, and Wal-Mart is the largest retailer in the world,” said co-founder Shraddha Rathod, who is now a student at North Carolina State. “So it’s kind of unbelievable that we’re getting this opportunity.”

FreshSpire is one of 26 startups invited to present their ideas to Wal-Mart as part of today’s Technology Open Call in Bentonville. The event is being held in conjunction with Friday’s Northwest Arkansas Tech Summit in Rogers.

Wal-Mart declined to reveal the number of startups that applied, but Wal-Mart Lab 415-C Director Tom Douglass said in an emailed statement that participants were selected on the basis of relevance to the retailer’s corporate strategy, the innovative nature of the technology and how it relates to customers.

The startups’ officials will spend the day with Wal-Mart representatives demonstrating how their ideas could provide solutions for the retailer in areas like food waste, sustainability, security, augmented reality and artificial intelligence.

Wal-Mart said in a post on its technology website that investing in a company is not the primary purpose of the open call. The open call offers partnership opportunities through seed capital, engineering expertise or access to Wal-Mart Technology’s headquarters.

Technology has been a priority for Wal-Mart under Chief Executive Officer Doug McMillon. The retailer recently purchased Jet.com for $3.3 billion, and has expanded tech-centered services like grocery pickup and Wal-Mart Pay.

“As part of Walmart Technology, Lab 415-C actively seeks to engage emerging technology in order to better understand how to serve our customers,” Douglass said in a statement last spring. “Our goal in the event is not only to offer these companies a once-in-a-lifetime opportunity, but to keep Walmart on the cutting edge of technology.”

So startups like FreshSpire and New York-based big data company Grey Jean Technologies recognize the possibilities of a potential partnership with Wal-Mart.

“There’s only one Wal-Mart-sized opportunity, and that’s Wal-Mart,” said Craig Alberino, chief executive officer of Grey Jean Technologies. “So it’s huge for any company, let alone a company that’s less than 20 people and less than two years old.”

Alberino said his company began with the idea of improving the accuracy and reliability of marketing messages to consumers. The result is an artificial intelligence engine — a tool called Genie — to provide what he said are more accurate predictions of consumer purchasing behavior.

Grey Jean Technologies has worked with big clients and Fortune 500 firms, but the open call will be its first meeting with Wal-Mart officials. While the event is important for his company, Alberino said, it’s also a chance for Wal-Mart to turn to smaller companies for innovative retail ideas.

“In an ideal world, we’re partnering with that organization to transform one of the world’s biggest and finest retailers that there is,” Alberino said. “Quite honestly, I think some outsiders can actually do a lot of good there, and I think they believe that too.”

Participating startups are based in U.S states like New York, Colorado, California, Florida, Pennsylvania, Maine and South Carolina.

GrowTech Industries, based in Rome, N.Y., will show Wal-Mart its verticle farms, which are fabricated from recycled shipping containers. New York-based Criteek will demonstrate technology that enables customer-generated video product reviews for product pages.

Other countries will be represented as well, with startups from places like Italy, Israel and Denmark selected to participate. Israel-based Cimagine Media will pitch its augmented reality tool, which allows customers to see how products look and fit in their homes before purchasing them.

Joe Recchia, who is the company’s vice president of sales and business development, said the open call is not the first time he has met with Wal-Mart representatives. Two previous opportunities have not led to a partnership, but Recchia is hopeful the open call produces different results.

“I’ve been close so many times,” said Recchia, who is based in New York. “This is just one more opportunity there.”

Meanwhile, the FreshSpire team is hopeful its first Wal-Mart meeting will be a success.

The founding members of the company, who all attended the North Carolina School of Science and Mathematics, began discussing ideas late in their senior year of high school after recognizing the food waste problem. They entered their technology-based solution in a venture competition, which helped the idea gain momentum.

The five women now attend four different colleges, and the distance led to some complications as they developed the technology, but Rathod said each wants to “really see this through.”

Rathod and Mona Amin, who attends East Carolina University, will pitch the technology to Wal-Mart today. Both said it’s the biggest opportunity for the young company so far.

“When we started we never really thought FreshSpire could go that far because we were students and we were young,” Rathod said. “This is just something we tried out. When we got momentum and people believing in us, we realized that our idea was actually very valid, and it was something that could make a difference. … Now we’re going in front of Wal-Mart, and I think we’re ready.”

Business on 10/06/2016

Print Headline: Wal-Mart to hear 26 startups’ ideas

Startups Pitch Their Innovations at Walmart Technology Open Call

One of the teams pitching at Open Call is Fast Back, which earned its way to the event by winning a Walmart intern hackathon in July 2016.

When nearly 30 tech startups from across the globe convene in Bentonville, Arkansas, on Thursday, Oct. 6, they’ll have the chance to pitch their ideas to the world’s largest retailer. At the 2016 Walmart Technology Open Call, the startups will showcase their solutions to Walmart Technology associates in areas that include sustainability, fresh produce, augmented reality and artificial intelligence.

Open Call not only keeps Walmart on the cutting edge of technology, but also gives startups a better understanding of working with Walmart and other retailers.

As Tom Douglass, director of Walmart Lab 415-C, states to participants, “Our goal with this Open Call is to provide innovative companies like you the opportunity to present your ideas and inventions in front of decision makers at the Walmart home office here in Bentonville.”

Walmart gives startups from around the globe the chance to participate and pitch their ideas to the world’s largest retailer.


While solidifying investment in a company is not the primary goal of Open Call, these startups have the opportunity to partner with Walmart in many ways. For early stage companies that haven’t raised a funding round, Walmart could offer seed capital. For those still working to define an MVP, Walmart could offer its considerable engineering expertise, as well as access to facilities at Walmart Technology headquarters in Bentonville.

Each company will get three minutes in a “pitch battle” to present its innovative solution to Walmart Technology associates. Throughout the day, the startups will have face-to-face meetings with stakeholders and Walmart leaders from all over the world. The companies will also hear from panelists, hailing from IBM and Rockfish Interactive, among others, about tech disruption in retail, agile company development and more. In addition, an open expo area will allow for startups to demo their solutions.

The tech Open Call is a partnership between Walmart Technology and the Northwest Arkansas Tech Summit.

Take a look at the companies who will be attending this year’s tech open call:

  • Air Cross: Polymer technology that cleans the air and sanitizes surfaces.
  • Cimagine Media: Augmented reality tool allowing customers to see how products will look and fit in their home.
  • Criteek: Video review and data platform of authentic customer-generated video product reviews.
  • Elixer Marketing: Disseminates essential oils or fragrances by breaking down microscopic particles.
  • fNograph: Catalog of videos and audio transcripts in an easy-to-access online platform.
  • FastBack: Faster returns online. This is the winning hack team from the 2016 Walmart Intern Hackathon.
  • ForwardFunded: Gives shoppers the ability to budget quickly during checkout.
  • Freshspire, Inc.: App that connects grocers and customers to choose produce and reduce food waste.
  • GoSpotCheck: Collect information to leverage the data and insights that e-commerce is currently capitalizing on.
  • Grey Jean Technologies: AI-powered engine provides contextually relevant messages to customers.
  • GrowTech Industries: Produce growing year-round in a secure, local, controlled environment.
  • Ikonomo: Grocery price comparison app at item or basket level.
  • Info Scout: Incentivizes shoppers to snap receipt pictures after shopping.
  • InvenSense: Indoor positioning solution and analytics service.
  • Omniaretail BV: Machine learning algorithm that unifies pricing, marketing and promotional strategies.
  • PeriRX LLC: Patented, noninvasive salivary biomarker kit that can be used to detect oral cancer.
  • Rapport: Environmental health management tool for suppliers.
  • ShelfZone: Virtual reality shopping experience.
  • simMachines: Machine learning marketing analytic solution.
  • SPLAT: Provides customers the ability to see a product they are shopping for in their own space before purchase.
  • TabAssist: Mobile solution providing associates instant access to critical information right at their fingertips.
  • Tap Media Worx: Tap streaming media, static images and other advertising content to purchase the item.
  • Total Containment: Method to reduce human, ecological and environmental impacts when dispensing fuel.
  • Ubiquitous Energy: Transparent solar technology.
  • Wiserg: Captures and stabilizes nutrients in wasted food, repurposing them in a liquid fertilizer.