Icebreakers With…Goodr Founder Jasmine Crowe

Underwritten by Tristan James Jr.

Jasmine Crowe wants to solve hunger. So in 2017, she founded Goodr, an Atlanta-based food waste management company that connects restaurants and businesses with leftover food to nonprofits that help feed people experiencing food insecurity..

Rhetoric about what was next to be…

What incited you to start Goodr?

She started by saying; What really opened my eyes was realizing businesses were already paying waste companies to throw perfectly good food away when that food could be going to somebody in need.

“She’s also a speaker, children’s book author (!), and a Jay-Z super fan”


What’s one thing you wish you knew when you first started pitching Goodr to investors?

When I started raising funding, the first million that I raised, I must have taken well over 200 meetings. I wish I knew then that investors don’t care about fighting hunger or food waste.

And I went into meetings pitching that so hard because I thought, I wish I knew that investors only care about money. Even if they’re a social impact investor, money is still what drives them. I was a little naive to that.

“Hey, I have this world-changing idea. We’re solving hunger.”


How do you build a successful team as a startup?

What I would definitely advise against is just hiring your friends and family. It costs a lot of money and it takes a lot of time for training.

So hire the best people, even if it takes you a long time to find that person. It’s really worth it in the end.

And in hindsight, I wish I had let them go faster so that they could follow their passion. And then it would have allowed me to find somebody else.

Besides fundraising, what other hurdles have you faced in the early days of Goodr?

Building a team can be an early challenge in any startup. I’m still competing against Twitter and the Ubers of the world for employees. And they have endless money.

What is the best thing about Atlanta?

When I was first raising money, investors acted like Atlanta was the worst place ever. But there are a lot of great startups here that I think are going to make a lot of change.

The people and the culture. It’s tough to pick just one. Atlanta is a community and the people have really supported me.

One of my first customers ever was the Atlanta airport—that’s one of the world’s busiest airports. And they embraced the fact that I was a startup in Atlanta.

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