Walmart Canada to buy Toronto start-up Foodmaestro

Walmart Canada is boosting its e-commerce offerings by acquiring Foodmaestro, a Toronto-based digital start-up that will offer customers more choice, transparency, and personalized content when they shop online.  

Foodmaestro, which will be Walmart Canada’s first acquisition since the pandemic, is a data platform serving retailers and CPG companies across North America and beyond. Offering a strong capability to turn substantial amounts of data into usable attributes, it delivers transparency and rich digital experiences for customers focused on health and diet and offers customized content activation, such as meal planning.

The idea is that it helps retailers who want to differentiate customer experience and deepen relationships with customers through enriched dietary information. Foodmaestro also enables clients to provide customers with greater product transparency and trusted information beyond the label, through SmartLabel.  

A Walmart Canada release says the acquisition will allow it to offer more personalization capability for its customers, such as highlighting safe products for those with food allergies or healthier options for people living with diabetes.

“We are very excited to welcome Foodmaestro to the Walmart Canada family,” said Horacio Barbeito, President and CEO, Walmart Canada. “Together we will continue elevating the online experience for our customers by sharing knowledge, investing in resources, people and product transparency. This enhancement to our online experience will allow our customers to make healthier personalized choices, which helps them live better.”

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