Our second project for Tesco launched recently, namely a crowd funding brand for the food and beverage sector called BackIt. This is very much more a brand than business play. Whilst every intention is to become a facilitator for bringing new brands to market, the success won’t really be measured by the amount of projects that get fully funded or those that make it all the way into a Tesco store. The real success will be if BackIt manages to shift perceptions in the brand needle to be more of a brand that cares for the small supplier. If you fancy some new products in your kitchen, go and back a product on backit.tesco.com.