Feedback

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.

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

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

• Food waste education
• Household sustainability tips
• Grocery savings content
• Food scrap recipes
• Sustainable cooking guides

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Markets served

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

Core 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

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• National Zero Waste CouncilcoreStrategic or Co-development PartnerFood 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

Direct 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

• Xx.com/app_feedback
• Facebookfacebook.com/TheFeedbackApp

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds3 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Feedback