I invested in SquarEat because of their ambition to revolutionize the ready-to-eat industry with a new concept of food. The Squares are innovative and profoundly differentiating, the business is much more scalable than traditional meal-plans, addressable market is large and in rapid expansion. Most importantly the management is formidable and ideally placed to grow the business into a successful venture.I was most impressed by Paolo and his Squares for how he managed to create something better than what is currently available in the market, approaching well-known needs with a different perspective. All simply starting from natural food, fresh ingredients and a good dose of inspiration.

Unlike a traditional meal plan the Squares allow for complete flexibility in consumption and distribution. A tailored cooking technique makes longer storage in an eco-friendly package possible. These features make deliveries less frequent and expensive (better for SquarEat) and highly customizable in terms of diet, time and frequency (better for customers). An all this while maintaining a great taste.

I can easily see how this win-win combination could take-off as the product gets traction and the team executes properly on the rollout of the laboratories throughout the US.