Picky Joins Forces with Belgian National Broadcaster (VRT) to Build Biggest Food Community

Written by

Lotte Geldermans

Published on

September 22, 2023
Founders of startup Picky
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Brussels, September 22, 2023 - The Ghent-based startup Picky is the driving force behind the recently launched platform for the popular Belgian cooking show "Dagelijkse kost" (from VRT, the Belgian National Broadcaster), aiming to accelerate the digitalization of food content for international media companies.

Two years ago, Picky started with an initial pre-seed investment from Early-Stage VC Pitchdrive. This investment led to the development of the popular Picky app that answers the daily question "What are we eating today?" The outcome is a scalable platform that can be seamlessly adapted to various languages and regions, allowing media companies worldwide to digitize and make interactive their existing, often static, food content. With a new generation on the horizon consuming less linear television, the new "Dagelijkse kost" app serves as a prime example of how media companies can evolve in the coming years.

"The collaboration with VRT and 'Dagelijkse kost' was a natural next step in our mission to assist media companies in their digital transition and enhance their mobile presence. Our technology is not only robust and user-friendly but also flexible enough to be tailored to the unique needs of each brand," says Angelo Lebon, co-founder and CEO of Picky. But Picky's ambitions extend beyond the borders of Flanders. With the capability to expand the platform quickly and efficiently for various markets, Picky aims to offer their platform to various food-related media brands worldwide.

A Business Model That Goes Beyond Traditional Mobile Advertising

What sets Picky's platform apart from many others is the deep understanding of the community and their eating preferences. By guiding the user from inspiration to the purchasing and cooking process, unique opportunities arise for brand integration and promotion.

Angelo Lebon explains, "We recognize the immense potential of our platform for brands to position themselves at moments that truly matter. Through our platform, sponsored content can be provided that is not only relevant but also tailored to the individual tastes and needs of our users."

For more information about Picky, their technology, or collaboration opportunities, you can contact

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