Carne Genuina Startup Launches Second Equity Crowdfunding Round

Innovative startup Carne Genuina has launched its second equity crowdfunding campaign on Opstart surpassing the minimum goal of €150,000 in two days. It is now aiming for the maximum goal of €800,000.

The company allows people to buy zero-impact meat directly from a network of selected farmers and receive it at home throughout Italy by refrigerated courier.

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Carne Genuina: An innovative model for the meat supply chain

Carne Genuina, founded in 2020 in Treviglio in the province of Bergamo, carefully selects family farms, works with experienced butchers, and directly handles packaging and logistics up to direct shipment to the consumer’s table.

The first campaign, successfully closed in April 2022, had raised €172,000, with a post-money value of €3.37 million.

In 2022, the number of active customers reached 3,800 of which about 1,500 are recurring customers, from which 66 percent of 2022 turnover was derived. Turnover that exceeded €200,000.

As reported by StartupNews, Mattia Assanelli, CEO of Carne Genuina, recounted, “In this last year we worked hard. Currently, carnegenuina.it is the most visited industry website in Italy with an average of 90 thousand unique monthly users. All the numbers tell us that the road taken is the right one: to ensure consumers quality meat while drastically reducing the environmental impact typical of an industry like ours.”

The Food&Grocery Market

The startup fits into a thriving and ever-expanding context: currently the online food & grocery market is worth €4.8 billion and the meat-specific market is worth about €1 billion.

The target market has grown by 44 percent from 2017 to the present, and it is estimated that Italy can reach a 9% coverage of online food & grocery (in 2021 it was 3%).

The market, in particular, has seen growth in commerce over the years with an increased propensity of consumers to buy fresh produce online.

In addition, awareness of product provenance and sustainability is increasing: consumers have become more attentive to the quality and origin of the food they buy, also demanding more information on sustainable farming practices and animal welfare.

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(Featured image by  vika-imperia500 via Pixabay)

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