City startup gets boost from Ger­man software com­pany

Baltimore Sun - - ELECTION 2016 - —Lor­raine Mirabella

Ger­man software giant SAP is in­vest­ing in a Bal­ti­more-based startup that takes fla­vor “fin­ger­prints” of peo­ple and food with tech­nol­ogy ini­tially de­vel­oped at McCormick & Co. SAP said it will in­vest an undis­closed amount in Vi­vanda, founded by a for­mer ex­ec­u­tive of the Hunt Val­ley-based spice maker. The com­pany, spun off from McCormick in late 2014, has raised $4 mil­lion from three investors, which in­clude McCormick and a New York-based pri­vate in­vestor group. Vi­vanda’s Fla­vorPrint tech­nol­ogy an­a­lyzes mil­lions of data points to match peo­ple and foods for cus­tomers in the food and bev­er­age in­dus­try. The tech­nol­ogy helps per­son­al­ize food con­tent on­line and helps com­pa­nies un­der­stand con­sumers’ eat­ing habits and taste pref­er­ences.

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