BeFria Foods Limited

Imagine having the freedom of choice limitless amounts from the 6000 items without any packaging; Befria is that store and we are the world of unpackaged food

  • Stage Prototype Ready
  • Industry Retailing / Distribution
  • Location Richmond, CA, US
  • Currency USD
  • Founded February 2016
  • Employees 5
  • Incorporation Type C-corp
  • Website befria.us

Company Summary

Befria: A Swedish word that means to liberate,to make free.
Befria is putting unpackaged food into a new bright clean store. offering consumers the solution for variety and limitless quantity. Fresh is the word. Local produce, in-store bakery,deli meats & cheese cut for you on site. The proprietary POS system scans the non-UPC product at the till point using our custom bar code. Customers will use the code for recipes and cooking instructions.

Team

  • Founder

    Michael held positions in the retailing sector with Dominion Stores, Shoppers Drug Mart and Pharma Plus Drugmarts. Michael has provided specialist support to Esso, Nestle, Clorox, Unilever, Diagio, J. Walter Thompson, Bell Canada, Dylex Corporation, White Rose Nurseries, Walmart, British Columbia Liquor Distribution Board and numerous retail organizations supplying training, merchandising, product management, store design and data services.

  • Director, Information Technology and Services

    A solution oriented Certified Project Management Professional with 20+ yrs of IT management, including 15+ yrs leading teams on technology and business projects in Banking, Call Center, Retail & Auto sectors. Initially with PharmaPlus Drugmarts, Sunil moved to the banking sector with The Bank of Montreal and then CIBC. He was Project lead at Exact IT Solutions before joining Hyundai Auto for the web services projects in Canada & California.

  • CFO

    Peter is a Chartered Accountant, holds an MBA in Policy & Marketing & ab honors degree in Mathematics. He began his career with KPMG, moved to the financial service industry as controller of Dataline Inc. He joined Dow Jones & Company and was promoted to CFO in 1991. At The Bank of Montreal, Peter oversaw the technology budget, answering to the CFO. With 2 start-up ventures and his career experience, Peter will provide strong financial guidance.

  • Director, Retail Bakery and Operations

    Ian owned two companies in the food manufacturing and distribution sectors. Previously, he held positions in sales with Nabisco/Christies and management positions in the retail with Dominion Stores, Mr. Grocer and a number of independent grocers. Ian brings to the team a strong, functional understanding of a retail operation. His specialized experience in bakery will assist Befria to custom craft the bakery offering.

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