Having worked as a Public Health Nutritionist specialised in behavioural change for restrictive diets, Ludovica designed intervention for the wider public regarding their journey toward a more stable relationship with food.

This led her to found Reveal My Food, software helping the hospitality sector increase the accuracy of their allergen management using smart AI to match ingredients with allergies and intolerances.

This enables restaurants to understand the full potential of their ingredients and recipes. The product is designed to answer the needs of the hospitality sector and the diners they serve.

The software allows restaurants to list ingredients and allergens in accordance with Natasha’s Law, the requirement for food outlets to provide full ingredient lists with clear allergen labelling on PPDS food. It also allows restaurants to reach new customers, reduce the risk of taking the wrong order and get menus contactless.

Information for allergens, nutritional value and lifestyle is analysed and transformed into a digital menu for diners to search for anytime something is typed into Google. The software fully integrates with restaurants, allows filters to be selected and searched on the menu, revealing suitable items to you. The aim is to remove the barriers for diners to find accurate allergen and nutrition information when eating out.

Alarmingly, 72% of the hospitality sector is lacking allergen information. If we put this into context with current stock prices and disruption to ingredients the industry is facing, the industry is incurring risk every time a meal is served.

For restaurants, Reveal My Food optimises operation and increases health and safety by focusing on how the allergens information is processed, therefore removing manual work and increasing accuracy of data.

The other side is about experience. Digital menus are accessible via the restaurant webpage, allowing users to apply filters based on specific needs or preferences, offering a tailored experience to each diner “This awareness from customers is what drives sales for restaurants joining us,” said Ludovica.

Growth

With a recession looming, Ludovica believes this is an ideal opportunity to build a strong business case. In the next year, she hopes for Reveal My Food to expand in the UK. It has already created bridges around Europe, so an expansion is definitely on the cards.

In the next five years, the vision is for the Reveal My Food sticker to be recognisable globally, so the startup can fulfil its purpose to serve different sectors.

The team

One of the most inspiring aspects of Ludovica’s journey with Reveal My Food has been the team: “Being in a position of leadership and being the person to drive the team is something completely different. You really need to put yourself into the context of receiving and giving feedback, and it’s so beautiful.”

One of Reveal My Food’s values is to be human. The team is highly skilled, capable of innovation in all areas, from technology to strategy, to operation.

“I have created a team that is aligned with the mission,” Ludovica said. “Most importantly, I have created a team of bold, kind, thoughtful, tough and inspiring women that have done business before me, and who inspire me everyday to speak up and do my own thing.”

Finding the right team has also been one of the biggest challenges of the journey. Finding the people who work in synergy with you and don’t patronise you or put you down because of their own insecurities and self esteem challenges.

This has an interesting dynamic because when you found your company, the idea is you have this high-level vision of how you want to teach and how you want people to work together.

“You quickly realise that you need to be certain about who you are, and your values, so that if someone comes to you and doesn’t align, you can say goodbye. That’s a huge lesson I learned, and a huge challenge for any founder,” she said.

Funding

The billion-dollar question. Reveal My Food has bootstrapped the whole process so far and is currently in the process of raising funds over the next three months.

The process has been inspiring. However, Ludovica cannot help but notice that women must become more confident when speaking about money.

“If you know what you’re talking about and your're passionate, people really tune in. It’s not necessarily that they’re going to invest in you, and it doesn’t take away from it being a tough market,” she said.

It’s about attempting to normalise the conversation with these people and learn that their feedback is coming from a different perspective, and can be used to make your case stronger, using it to your advantage.

To all female founders…

Role models are fundamental to not only women in tech, but everyone, as we learn by example. Having role models means you can look up to someone and think, I want to be the best version of me as this person is.

“Role models are essential. They guide you to a certain point and once they’ve provided you with vision, tools and inspiration, it becomes your role to do the same,” said Ludovica.

Shaped by role models herself, Ludovica was able to show her emotional side, and find her voice by the help of two vital mentors. We need to go beyond what we think normal roles are for men and women. We need to make it our mission to be the best role models.

Ludovica urges female founders to be dangerous. In the sense that when you’re a female founder, you are perceived as delicate, an emotional person overall. “As women we can connect this human side with the business side. We need to be dangerous and know where we stand in the room, observe, and use your perceived narcosis to an advantage,” she said.

You can find amazing men and women that support women in business wonderfully. What Ludovica finds inspiring is when men and women come together and respect each other, regardless of gender.

“To every female founder, be true to yourself. Speak out against things you don’t believe in,” she emphasised.

This article originally appeared in the Sept/Oct issue of Startups Magazine. Click here to subscribe.