# Perfekto (YC S21)

Affordable grocery subscription of high-quality products, fighting food waste.

- Canonical URL: https://wefunder.com/perfekto
- Entity ID: wefunder:company:123043
- Last updated: 2026-06-11T05:00:48Z
- Generated at: 2026-06-11T19:28:45Z

## Quick facts
- Backed by Y Combinator, Goodwater Capital, Asymmetry Ventures, Duro Ventures, & Alan Rutledge
- 12x Growth in Revenues Year-over-Year
- 2022: Over 54,000 orders delivered, attending over 6,800 individual homes
- Founders led Walmart's eCommerce operations, Uber Grocery for Latam & scaled a Swiss FinTech
- Positive Unit Economics and increasing Retention, NPS and Customer Satisfaction
- Market Opportunity of $16B in Mexico and $54B in Latam, in B2C alone
- Recognized by Forbes Mexico as 30 Promises of 2023, chosen by IKEA as a leading impact company

## Active fundraises
- wefunder:fundraise:69991: 4(a)(6) successful (USD)
- wefunder:fundraise:73481: 4(a)(6) successful (USD)

## Story
Get ready to revolutionize your grocery game with Perfekto! Our subscription box delivers delicious, imperfect food directly from producers in Mexico, saving you time, money, and reducing food waste. Launched in 2021 and backed by Y Combinator, Perfekto has already rescued over 500,000 kgs of food. In 2022, Perfekto delivered over 54,000 orders, attending over 6,800 individual homes and generating around $650,000.Join our community round now and be a part of creating a better tomorrow with Perfekto!The founders have done this before!Juan has over 18 years of experience in Logistics, Supply Chain, and Operations. He established and managed Walmart's e-commerce logistics operations in Mexico from the ground up, which grew to over 1,000 employees. Juan also led procurement, sourcing, and logistics operations in Latin America for Unilever.Anahí has experience in leading Uber Grocery for Latin America and integrating Uber with Cornershop. She opened up the Costa Rica market and assisted in developing CX for Uber Latin America. Additionally, she has logistics finance experience at Unilever.Jan was a part of the founding team that scaled Swiss fintech Sonect to pre-Series B. He managed the expansion in Latin America, forging relationships with banks, retailers, and strategic alliances, and helped secure an oversubscribed $8.5M Series A funding round.The perfekt Solution to a huge ProblemLatin America faces a significant problem with food waste and lack of access to high-quality, nutritious food. Every year, millions of tons of perfectly edible food are wasted, while manycommunities struggle to get access to fresh, healthy produce. Perfekto addresses this issue by rescuing fresh produce and other grocery items that might otherwise go to waste directly from farmers and food makers, delivering it to subscribers' doors, and passing on the savings to the customers. By doing so, Perfekto not only helps to prevent food waste and save the environment but also makes high-quality food more accessible to all, ultimately benefiting farmers and communities alike. How it works and the tech behind...Perfekto has created a customized platform that enables customers to easily subscribe and personalize their orders online. Customers can choose between receiving a surprise box or selecting their preferred items, and with many processes automated, some customers spend no time at all doing their weekly groceries!We've implemented technology throughout our operational processes to enable efficient scaling. As a result, we were able to deliver 12 times more orders in 2022 compared to 2021 with only a 2.6 times increase in headcount.Most efficient supply chain in the Mexican grocery delivery spacePerfekto's subscription model for groceries in Mexico offers unique opportunities in a traditionally capital-intensive business model.Advantages of the subscription model include precise demand planning, low inventory costs, and recurring revenue for more accurate working capital forecasts.Zone-based delivery promises low-cost, high-efficiency deliveries, averaging $2 per delivery and expected to go as low as $1.3. Our eco-friendly circular model allows for reduced packaging costs by reusing 27% of delivered boxes at least a second time and up to five times.Perfekto's sourcing model directly from producers provides the possibility of obtaining incredibly fresh products, eliminating intermediaries, and improving product margins.We also leverage the unique "Central de Abastos" or Sourcing Centers in Latin America to consolidate sourcing. In Mexico City, 80% of all food consumed in the city goes through this center.Our community is growing and loyalAnd we are managing the address a market that other grocery delivery companies struggle to capture...We are already targeting a multi-billion dollar opportunity, but that's just the start.Perfekto aims to serve the growing middle class in Mexico, estimated to be over 13 million households, representing a market opportunity of USD 16 billion. The potential for expansion into other Latin American markets is significant. Furthermore, Perfekto plans to generate additional revenue through B2B partnerships, advertising opportunities, and creating its own line of branded products.Exceptional Economics and TractionThe Perfekt TimeWhile billion-dollar businesses in the US have already validated our model, we are the first to scale it in Latin America. Our local market dynamics, such as access to local producers and densely populated cities, work in favor of our success.Industry-wide recognitions and backed by relevant VCs and angel investors

## FAQ
1. **Is there a discount term for the SAFE?**
   - Thanks for the question Arturo. We are offering our community the opportunity to join at the same terms as VCs and angels who entered our recent pre-seed - SAFE w/ $10M post-money CAP, no discount.
2. **Hello, what reduction do your customers make overall on an equivalent shopping basket purchased in the traditional way ?**
   - Thanks for your question Regis. Compared to other grocery delivery services we see an average of around 30% savings for our customers - tough depending on how they build their box, it can be even more or less.
3. **Hi. Interesting problem the one you are solving and nice to see customer love on social media. I have a few questions: 1) is the team based in SF or Mexico? (the post reads SF) ; 2) what do you plan to do with the money?**
   - Thanks for your comment and question, Oscar! 1) The team is based in Mexico, but since the investment will be via our U.S. entity, the Wefunder platform is not allowing us to add Mexico as our HQ. 2) We will add further information on the use of funds to give more clarity, but it is mainly to further expand our operations, maintain our talent and invest in new opportunities like B2B sales and working with multinational food & beverage companies that tend to ask for specific quality controls.
4. **Dear all, any chance we could have a call? Thank you in advance.**
   - Sure Giacomo, however, I can't find any details to contact you. May I ask you to reach out to me on LinkedIn? https://www.linkedin.com/in/janheinvirta/
5. **Hi Jan, I have sent you a linkedin connection. Feel free to reach us out at: info@roundx.io**
   - Perfect, thanks.

## Team
- Juan Andrade (Co-founder & COO)
- Anahí Sosa (Co-founder & CPO)
- Jan Heinvirta (Co-Founder & CEO )

## Q&A
- Q: Hi Jan, Can you respond in detail to Krishnan’s questions ? I would love to see the responses and invest an amount accordingly based on the responses ….? Also, what are the latest revenues for 2022 ?
  - A: Hey Sagar, as with Krishnan I'd offer to jump on a call since articulating them high-levelly allows for misinterpretation. Nevertheless, here are the quick answers: 1. We had already cracked the $900K in annual run rate. 2. There are no competitors doing the same as us in Mexico. 3. We incorporated the LLC structure instead of C Corp based on recommendations of our US lawyers and YC, given we have operations in Mexico. 4. We are expanding beyond just produce, now starting to work with multinational food & beverage companies that have products in risk of being wasted (e.g. pantry items). We are also expanding more into B2B sales, focused on offices. We are further developing our platform to give more personalization options to our customers. 5. Yes we started in 2021. This community round was launched after closing our pre-seed in an effort to allow our customers to join as investors too. The fact we were published publicly on WeFunder was a positive surprise. For now, we do not intend to raise more than $124K as we will soon open our seed round and then the investment terms will change. 7. We'd currently have a runway until mid '23 but will already start raising our seed in Q1 and thus soon close the WeFunder campaign. Lastly, revenues for 2022 were around $650K USD. I hope this helps, but again, very happy to jump on a call to resolve any open questions.
- Q: Jan, How will you compare with the companies that are much ahead in the game…. Justo (Raised $250 M), Orchata (Backed by Y Combinator), Alima (Backed by Y Combinator), Food in the box, Misfits Market (US competitor), Imperfect Foods (US competitor) ?
  - A: Thanks for the question Sagar! I think there is a lot to unpack here and happy to jump on a call and go into more detail. Note that Y Combinator also backs us; furthermore, not all of these companies are further ahead of us. But high-level, this is how we compare: Jüsto: they build more on convenience, whereas we score better on price and sustainability Orchata: they are a pure convenience play as a quick-commerce; we score better on price and sustainability - on top, as it was shown in recent months, quick-commerce does not make sense financially speaking Alima: they are not a competitor as their client base are restaurants in the mid-to-upper market segment; actually, we sometimes work together when there are synergies Food in the Box: not a competitor; very different value prop and operate in Spain Misfits Market: certainly the most direct competitor of the ones mentioned here. However, they are focused on the US - and the entire supply chain from sourcing to last-mile works very differently in the US vs Mexico/Latam. They would not be able to take advantage of the supply chain they have built in the U.S. to expand to Mexico. Imperfect Foods: was acquired by Misfits Market. Same thing applies.
- Q: The 12/21 SAFE for $587k has that converted and if not what is the valuation Cap on that?
  - A: Hey Brian, the SAFE has not converted and it is a sum of several SAFEs raised during 2021. The latest valuation cap was at $10M post-money, same as the WeFunder campaign. Best, Jan
- Q: Hi Jan, I have sent you a linkedin connection. Feel free to reach us out at: info@roundx.io
  - A: Perfect, thanks.
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- Q: Hi, what is your revenue YTD? What are you predicting for full year 2023?
  - A: Hi Joe! YTD is above $150K and we aim to close 2023 with over $1M in total revenues.
- Q: Hi Jan/Perfekto team, great product. Can you please share, regarding your expansion into pantry items, is that generating additional revenue and an increase in customers or projections thereof? Thanks.
  - A: Hey Vandna! Thanks for the question. Indeed, expansion into pantries and other grocery items apart from produce will allow us to: 1) reach break-even quicker and thus improve projections, as the goal is to increase our average ticket 2) get more customers, as our offering becomes more attractive for people who are looking to save money on their groceries overall 3) engage our existing customers more, as several have mentioned to us that they would prefer to buy all their groceries from us instead of having to buy all their groceries from different businesses
- Q: I have a question about the income statement. I can see here that your cost of goods is $ 39,384 and your revenue is $ 36,604.70, plus the discount of $753.73, which equals total sales of $37,358.43. Even if we remove the discount promotions, the outcome remains the same, which means gross profit (net loss). Can you explain why the cost of goods is much higher compared to how much you sold the goods? What pricing strategy did you use? Will there be a strategy for how you can minimize the cost to maximize our profit? Since you are a direct farm-to-customer, if I'm not mistaken, Thank you.
- Q: you have something good here! i invested in a company with damaged goods, dented cans etc, we aren't doing produce. we are doing a ton annually.what is your net income? do you plan on staying in latam or branching out? what would the raise primarily be used for. excuse me if i am overlooking that. lastly, what is your ultimate end strategy. thank you for your time.
  - A: Hey John! Thanks for the question. Would love to speak to them if that is possible and exchange learnings (jh@perfekto.mx). We are not yet profitable but expect to reach profitability by mid-next year. We are focused on Latam for now. The raise on Wefunder has been mainly to give our community the opportunity to be more involved with Perfekto at the back of our pre-seed last year, since several were asking for it. Ultimately, what do you refer to with 'ultimate end strategy'? Not sure if you refer to our exit strategy or with regards to how we expect to continue scaling the business to other markets and verticals.
- Q: Hi, what was your revenue in 2022?
  - A: Hi Lea, during 2022 we generated around $650K USD in revenues.
- Q: Hi Perfekto team, great mission, congrats on what you have achieved so far. I have a few questions. 1 is $900k ARR the revenue targeted for dec 2021 or is it already achieved, if already achieved, what would Perfekto end up on dec 31. 2. While there are few existing players in US, do you have competitors in Mexico? 3. Any specific reason you formed a LLC instead of corp, it's easy to form LLC, but can make investors a bit uncomfortable 4. What are your product and growth plans for 2023? 5. When did Perfekto start operations in Mexico, is it 2021? Any specific reason why you are raising only 124,000 in this campaign? 7. How much runway does it give you with the current raise before you have to raise again in 2023.
  - A: Hey Krishnan, thanks for the great questions. As these are quite a few I'd propose jumping on a quick call so that we can go through these in detail. You can reach me at jh@perfekto.mx
- Q: Dear all, any chance we could have a call? Thank you in advance.
  - A: Sure Giacomo, however, I can't find any details to contact you. May I ask you to reach out to me on LinkedIn? https://www.linkedin.com/in/janheinvirta/
- Q: Hi. Interesting problem the one you are solving and nice to see customer love on social media. I have a few questions: 1) is the team based in SF or Mexico? (the post reads SF) ; 2) what do you plan to do with the money?
  - A: Thanks for your comment and question, Oscar! 1) The team is based in Mexico, but since the investment will be via our U.S. entity, the Wefunder platform is not allowing us to add Mexico as our HQ. 2) We will add further information on the use of funds to give more clarity, but it is mainly to further expand our operations, maintain our talent and invest in new opportunities like B2B sales and working with multinational food & beverage companies that tend to ask for specific quality controls.
- Q: Hello, what reduction do your customers make overall on an equivalent shopping basket purchased in the traditional way ?
  - A: Thanks for your question Regis. Compared to other grocery delivery services we see an average of around 30% savings for our customers - tough depending on how they build their box, it can be even more or less.
- Q: I would love to get details on what happen.