TechCrunch Startup News How Mill closed the deal with Amazon and Whole Foods
Dec 29, 2025
A food waste startup is set to revolutionize grocery stores with its innovative commercial bins. The company recently struck a deal with Whole Foods, starting bin deployment in 2027. These bins not only cut costs by grinding and dehydrating waste but also convert it into feed for egg producers. They gather crucial data to help minimize overall waste, leveraging AI for better detection of shelf-worthy products. The journey from a consumer-focused strategy to enterprise sales shows how adaptability can lead to future success.
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Consumer Traction Builds Enterprise Credibility
- Mill moved from consumer products to enterprise to build credibility, data, and brand before selling to large customers.
- Matt Rogers says consumer adoption created proof points that made Whole Foods familiar and receptive to Mill's offering.
Bins Reduce Costs And Provide Actionable Data
- Whole Foods will deploy Mill's commercial bins to grind and dehydrate produce waste, cutting landfill fees and supplying egg feed.
- The bins also collect waste data to help the grocer reduce shrink and control costs, moving operations upstream.
Use Consumer Trials To Influence Enterprise Buyers
- When selling enterprise, introduce senior leaders to the product via consumer trials to build familiarity and excitement.
- Rogers says letting executives try Mill at home is a surefire way to drive interest in enterprise conversations.