YottaMark is a Redwood City, CA-based provider of a fresh food traceability and insights platform called HarvestMark. HarvestMark provides analytics and visibility that enable food suppliers to optimize the supply chain and connect directly with shoppers to build brand trust and loyalty. Its solutions are used by 300 brands sourcing fresh food from 4,000 farms across Canada to Argentina. Customers include The Kroger Co., Driscoll's Strawberry Associates, Sun World and Calavo. The company intends to use the $24M Series D capital to accelerate its sales and marketing efforts. YottaMark is led by CEO J. Scott Carr and sells HarvestMark solutions to large produce companies and retailers. YottaMark has developed a low-cost tracking system that uses printable 12-digit codes on labels or packaging to trace produce from farm to grocery store. Consumers can visit a website, send a text message, or submit a photo of the label to receive information on where produce was grown, when it shipped, and points along its journey. The company positions this transparency as reassurance for retailers and consumers and as a marketing claim for produce brands. Because the system relies on printable codes rather than RFID, YottaMark says the technology can be deployed on every unit sold. The company is also targeting electronics manufacturers concerned about counterfeits, though it has not yet announced customers in that space. YottaMark raised financing to expand sales and marketing efforts.

Total raised

$34M

Funding rounds

2

Latest round

Series D

Latest activity

Aug 2012