Seattle-based Shelf Engine, which automates ordering for grocers, gained some star power on Tuesday.
The company announced funding from comedian and talk show host Ellen DeGeneres, actress Portia de Rossi, Olympic gold medalist Shaun White and singer-songwriter Shawn Mendes. The funding was provided through a strategic round with Marina Del Rey, California-based Plus Capital, which invests alongside partners from the arts and sports worlds.
With the new backing, Shelf Engine is looking to boost the profile of its technology.
"They have platforms to make people aware," said Kane McCord, president and chief revenue officer at Shelf Engine. "The more that the consumer and retailer and (consumer packaged goods) communities are aware of the magnitude of the (food waste) problem, I think the more likely that we can accelerate how quickly we fix it."
Shelf Engine didn't disclose the funding amount. DeGeneres took to Twitter on Tuesday to promote her new portfolio company.
Shelf Engine was incorporated in 2016. The company takes data such as sales, weather and foot traffic to automate ordering for grocers with the goal of reducing food waste that results from excess ordering. Shelf Engine, which raised a $41 million Series B in March, has about 225 employees and plans to hire more than 100 per year.
Shelf Engine says it has diverted over 1 million pounds of food waste from landfills, and it buys back whatever doesn't sell. Its clients include Target, Kroger and Walmart.
Plus Capital "is the only venture infrastructure trusted by elite artists, athletes and their teams to invest in and build transformative companies," the company says on its website. Its investment portfolio includes Uber, Instacart and Slack.
"Every step we take to eliminate food waste is a step closer to solving food insecurity across the globe," DeGeneres said in an announcement. "Shelf Engine is leading this fight against waste at retailers and grocery stores. The aim is to reduce the amount of fresh food that's thrown away every day. Portia and I are honored to partner with Shelf Engine. I think it was Madonna who said, 'Waste not, want not.' And we couldn't agree more. It was either Madonna or Cher."
