Feedback
Feedback, operating as Food Back (feedbackapp.ca), is a Toronto-based content platform publishing articles and recipes to help Canadian households reduce food waste and save money on groceries, distributed via a blog and email newsletter.
- Company typePrivate
- Founded2021
- HeadquartersToronto, Canada
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
What Feedback does
Feedback, operating under the legal name Food Back via the domain feedbackapp.ca, is a privately held Canadian organization headquartered in Toronto that runs a content-driven food waste education platform. The platform publishes blog articles, recipes, and household tips designed to help Canadian consumers reduce avoidable food waste, save money on groceries, and adopt sustainable cooking practices. Content categories explicitly include food waste education, money-saving on groceries, "use it up" tips for scraps, and general cooking inspiration, distributed through the website blog and an opt-in email newsletter.
The underlying technology is a standard WordPress-based content management system with no disclosed proprietary features, mobile app, marketplace, API, or AI components; pricing is not publicly disclosed and no monetized product tier is offered. The company's stated value proposition centers on the Canadian food waste problem, citing that roughly 2.3 million tonnes of avoidable food waste is generated annually in Canada, representing an estimated $20 billion cost. It differentiates via an affiliation with the National Zero Waste Council and collaborating food industry associations rather than through proprietary technology or exclusive data assets.
The business model is best characterized as a non-commercial content platform: there is no disclosed pricing model, no named paying customers, no disclosed revenue, no venture capital backers beyond a single $75,000 round from Food Foundry in May 2021 (with an earlier $417,300 round in January 2018 referenced in funding history), and no formalized go-to-market motion. The audience is broad B2C — Canadian households — reached organically through the website and newsletter, making the entity closer in shape to an advocacy/educational resource than a venture-scalable business.
Feedback firmographics
Firmographics- Name
- Feedback
- Legal name
- Food Back
- Website
- https://feedbackapp.ca
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Feedback, operating as Food Back (feedbackapp.ca), is a Toronto-based content platform publishing articles and recipes to help Canadian households reduce food waste and save money on groceries, distributed via a blog and email newsletter.
- Ownership category
- akta.pro rank
Feedback industry classification
Industry- Product category
- Consumer Food Sustainability Content
- SIC
- Refuse Systems (4953)
- akta.pro primary industry
- Food Waste Reduction & Diversion Services (Donation, Animal Feed, Source Reduction Programs) (EUAIAEAH)
- akta.pro secondary industries
- Food Safety Culture & Change Management Programs (AFALANAH), Food Inventory Management & Expiration Rotation Systems (HSAFACAF)
Keywords
Where Feedback is headquartered
LocationHeadquarters
- HQ city
- Toronto
- HQ country
- Canada
- HQ region
- North America
Markets served
Feedback business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Distribution channels1 record
Marketing channels2 records
Feedback product offering
Product offeringCore offering
Feedback operates Food Back, a Canadian food waste education website that publishes free editorial content such as articles, recipes, and household tips for reducing food waste, saving money on groceries, and using commonly wasted food items. The platform is linked with the National Zero Waste Council and works with food industry associations to reach Canadian households.
Product overview
Feedback operates Food Back (feedbackapp.ca), a Canadian food waste education platform and blog that provides resources, tips, and guidance on reducing household food waste. The platform offers educational content including articles on food waste reduction, recipes for using food scraps, money-saving tips on groceries, and inspiration for sustainable food practices. Food Back is linked with the National Zero Waste Council and collaborates with food industry associations to reach Canadians.
Differentiator
Problem solved
Functional benefit
Products and services
- Food Back (food waste education website) Free consumer-facing editorial website offering articles, recipes, and tips covering household food waste reduction, food scrap usage, drying/preservation of produce, grocery savings, and sustainable cooking for Canadian households.
- Food Back Newsletter Free email newsletter that delivers updates on new food waste reduction articles, money-saving grocery tips, recipes, and sustainable food practices to subscribed readers.
Quantifiable outcome
- Canadians toss roughly 2.3 million tonnes of avoidable food waste each year
- +2 more outcomes
Companies that use Feedback
Customer profileSegments1 record
Ideal customer profiles1 record
Feedback technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feedback partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- National Zero Waste CouncilcoreFood Back is linked with the National Zero Waste Council in collaboration with different associations in the food industry that share the same goal of helping and reaching out to Canadians in experiencing the food that they enjoy the most.
Recent moves5 records
Expansion highlights4 records
Feedback competitors and assessment
Company assessmentDirect peers
- Love Food Hate Waste: UK-based consumer education campaign run by WRAP focused on reducing household food waste via tips, recipes, and resources; directly comparable mission and content-driven model to Food Back's Canadian food waste education work.
- Save The Food: NRDC's public education campaign providing consumer tools, recipes, and tips to reduce household food waste; serves the same mission-driven content niche as Food Back for a similar audience of environmentally conscious households.
- Too Good To Go: Global marketplace app connecting consumers with surplus food from restaurants and stores; competes for the same food-waste-conscious consumer attention and could expand into similar household education content.
- Olio: UK-based food-sharing app that helps households and businesses redistribute surplus food; directly comparable to Food Back in addressing household food waste through a digital platform model.
- Flashfood: Toronto-based app offering surplus grocery items at discount to reduce food waste; operates in Food Back's home market and targets price- and environmentally-conscious Canadian households.
- Wasted (app): Mobile app that helps households track food inventory and expiration to reduce waste; functionally adjacent to Food Back's 'Use IT Up' content pillar and serves the same household food management use case.
Broad incumbents
- Second Harvest: Canada's largest food rescue charity, operating food rescue, delivery, and education programs across the country; broader food waste mission with national scale that includes consumer education similar to Food Back.
Emerging players
- Misfits Market: U.S.-based subscription service selling 'ugly' and surplus produce that would otherwise be wasted; addresses food waste at the supply side and competes for the same sustainability-minded household audience.
- Imperfect Foods: Subscription grocer focused on imperfect and surplus produce to reduce food waste; overlapping audience with Food Back's environmentally conscious Canadian households, though U.S.-focused.
Regional players
- FoodCloud: Ireland-based social enterprise connecting retailers with surplus food to charities and community groups; comparable food waste mission and partnership-driven model, but operating in a different geography than Food Back.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
Feedback social profiles
Digital presenceFeedback financial estimates
Financial estimateRevenue estimate
Valuation estimate
Feedback leadership team
Management profileNumber of profiles
Profiles1 record
Feedback funding detail
Funding detailFunding overview
Funding rounds3 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Feedback M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Feedback
What does Feedback do?
Feedback operates Food Back, a Canadian food waste education website that publishes free editorial content such as articles, recipes, and household tips for reducing food waste, saving money on groceries, and using commonly wasted food items. The platform is linked with the National Zero Waste Council and works with food industry associations to reach Canadian households.
Is Feedback a public or private company?
Feedback is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Feedback founded?
Feedback was founded in 2021. It employs 1 to 10 people.
Where is Feedback based?
Feedback is headquartered in Toronto, Canada, in the North America region.
Who are Feedback's main competitors?
Direct peers on record are Love Food Hate Waste, Save The Food, Too Good To Go, Olio, Flashfood and Wasted (app). Second Harvest is listed as a broad incumbent. Emerging players are Misfits Market and Imperfect Foods. FoodCloud is listed as a regional player.
Does Feedback have an API?
No public API is recorded for Feedback.
What industry is Feedback in?
Feedback's product category is Consumer Food Sustainability Content. Its primary akta.pro industry code is EUAIAEAH, Food Waste Reduction & Diversion Services (Donation, Animal Feed, Source Reduction Programs), with a secondary code of AFALANAH, Food Safety Culture & Change Management Programs. Its SIC code is 4953.