Food Orbit pivots and forms new partnership with Marketboomer

- April 3, 2014 2 MIN READ

Food Orbit has announced today they are signing a heads of agreement to work together with ASX listed online procurement system Marketboomer (ASX: QNA).

Marketboomer is an online procurement system thats allows buyers and their preferred suppliers to buy and sell in the most effective way. The system is used by Hotels and Catering operations like InterContinental Hotels Group, Qantas Lounges, Hyatt Hotels, Starwood Hotels and Resorts and Panthers Entertainment Group in Australia. The company has offices in Sydney, Bangkok, Singapore, Shanghai and Dublin to support its global customer base.

As a result of the agreement with Marketboomer, Food Orbit can now expand their offering to meet their chefs’ complete ordering demands by accessing some of the Marketboomer wholesale suppliers. “Working with Marketboomer is great for Food Orbit because both companies have similar goals and Food Orbit customers will now have access to the Marketboomer network of suppliers in Australia,” said Food Orbit founder James Nathan.

Originally Nathan had founded Food Orbit to make the supply chains between chefs and farmers more efficient.

Turning Food Orbit into a highly scalable business is no small achievement, the amount of manpower needed in the beginning and limited resources, has restricted Nathan for a while in achieving the impact that he certainly talked about with shoestring when he first started this venture. This relationship obviously changes that acquisition strategy and means high growth and high scalability are front and centre in the business now.

“We have seen more and more suppliers building online systems but we asked ourselves how many different systems and log ins a chef would actually use? So we pivoted,” Nathan said.

Nathan said that finding the product market fit was crucial and through the partnership, Food Orbit can now cater for all their customers purchasing needs in one place and offer the chef and restaurant or café owner a one-stop shop to save them time and money.

“We haven’t forgotten our roots and we are excited about how we can promote produce from our great local farmers once we have the restaurant or café owners buying everything through our site, without the need for a huge sales team.”

A revenue sharing arrangement will ensure both Food Orbit and Marketboomer generate revenue where both are involved in any transactions within the network of hotels, restaurants, cafes and their suppliers.

Marketboomer and Food Orbit are actively working to integrate back end systems to make the process seamless for customers.