Holzherr’s Whisk expands operations

THE online shopping list tool set up by Birmingham-based entrepreneur and former contestant on The Apprentice, Nick Holzherr has enlarged its operation.

His Whisk site has launched its advertising platform, WhiskAds globally and to support the likely increase in business, it has added to its team two seasoned executives to lead the sales and marketing approaches.

Whisk is a VC-funded tech start-up that has built a smart shopping list tool, which is integrated into major recipe sites like Allrecipes and FoodNetwork and connects them to leading online stores like Asda, Tesco, Waitrose and Ocado. WhiskAds, a unique advertising platform that makes recipe content connected and transactional, allows food brands to promote products within recipes and shopping lists.

Vickie Seymour-Perry will lead Whisk’s sales and business development, joining from previous roles at KPMG and New Channel Developments. She will extend Whisk’s relationships with FMCG brands and further develop the company’s partnerships with supermarkets in the UK and worldwide across Europe, North America and Australia.

Whisk also brought on board Jennifer Edwards as Chief Marketing Officer. Ms Edwards relocated last year to Birmingham from San Francisco, where she spent the last 15 years directing a number of high-profile public relations and marketing campaigns for companies including Intel, Yahoo!, BillShrink, Splunk and the venture capital firms Intel Capital, August Capital and Sevin Rosen Funds.

Whisk was launched in January 2013 by Holzherr, who raised funding for the venture after pitching the business to Lord Sugar as a finalist on the 2012 series of The Apprentice.

In the coming months, Whisk will be announcing a number of new food technology innovations and international partnerships.