Food4All (F4A) [www.F4A.icu] is a fantastic company located in Luxembourg that recently launched with the goal to reduce the amount of wasted food at supermarkets and grocery stores. Entrepreneurs Ilana and Xénia are helping connect shoppers with food that while it may bit be in its prime is still completely safe and delicious to eat! They launched their website using a .icu domain and are one of our pioneers. We love to see new and creative uses for .icu domains and love it, even more, when they are used to help the planet!

We recently interviewed them about their business and what they’re doing to make the world a better place!

How did you get started in this business?

The essence of F4A came three years ago while we were still studying abroad and in Luxembourg. As a student, you experience the beginning of your adult life and especially to handle a budget for a month that includes all the necessary things to survive. As a student, you don’t have a huge budget, and it’s quite challenging to eat healthily. On the other side, we were experiencing some scandals with supermarkets breaching their not expired perfectly edible surplus food. We were revolted entirely about this situation, dug more in-depth on this matter and found opportunities to evolve this market and fight food waste, a paradoxical international threat.

Tell us about you guys! Where are you from, what are your hobbies? Why did you see this as an industry that you wanted to launch a new business in?

Ilana: “I’m half Dutch half french born and raised in Amsterdam, Paris, and Luxembourg. I’m passionate about life in general and especially observing the international economy to find solutions to existing problems (a real hobby for me). I also do have classical hobbies: I try to train at least 3 times per week at the gym, cooking, and art.”

Xénia: “I’m half English half French; born and raised in Luxembourg. My hobbies are about culture, reading and horse riding.”

The retail industry needs innovation, and we are huge fans of good food in general. Going to the grocery store is part of our daily habits and finding a concrete win-win solution reducing the negative impact of food waste was and is an opportunity to be seized. Knowing that it is urgent to repair what the past generations have done, we felt very compelled by this cause. It is an international issue we should all be fighting!

Tell us about Food4All. What is it? What are your goals? Who are you trying to help? Etc.

F4A, short for Food4All, is a direct win-win B2B2C solution fighting food waste on a supermarket level. We match-make a demand to a need by giving a second chance to products arriving at their expiry dates via our user-friendly free apps and digital tools. Besides our commercial activities, we also create awareness around sustainability issues and try to capture a growing percentage of the population wanting to act for the future of our planet. We conduct conferences and workshops with different key stakeholders such as Universities, Associations, and corporations to push the snowball effect to its maximum. Thanks to our marketing strategy, we can directly target our customer segments such as students, unemployed, young workers, people with a lower budget having a direct interest in our App, giving them video recipes made from the products of our stocks, localization and other useful features to grocery shop.
As our solutions are 100% made for customers and their pivoting consumption behaviors, we have an international vision for F4A, and we do believe that together we will create a more significant measurable impact.

Why did you choose a .icu domain name?

We think that .icu is very nicely thought and love the vibe of it (very 2019). F4A.icu sounds amazing.

Have you heard any feedback on the domain name so far?

Yes, positive feedbacks. Customers and visitors find the short domain paired with the simple to spell ‘i c u’ extension easy to recall when looking for us online.

What has been the most exciting thing you have learned so far in your business?

Nothing is impossible.

Is there anything else you would like to add?

We learn daily, and the experience of being entrepreneurs is so far the most valuable opportunity we have ever seized.

Visit their site and learn more about Ilana and Xénia at www.F4A.icu!