Israeli startup helps you take only the vitamins you need

Eating healthfully is a tricky business nowadays. We know better than ever what’s good for us, but all this information makes the optimum diet seem like a distant and elusive goal. Have we had enough omega-3 fatty acids this week? And what about our calcium intake? And who can keep track?

Israeli startup Nutricco wants to put an end to the confusion by providing a smart, comprehensive solution that monitors nutrient intake and fills in the gaps with dietary supplements. Users will get an app that tracks dietary needs and a supplement dispenser stocked with the vitamins they need. Not that Nutricco plans on pushing pills down people’s throats, founder and CEO Leonid Pirogovsky insists. “We provide the nutrients people need in the amounts that people need at the time they need to take them,” he notes. “Not for a single moment am I telling people that they have to take dietary supplements. On the contrary, we’re telling people to eat healthily,” he emphasizes. “The customers I’m approaching are people who are already consuming supplements because they think something is missing from their diet, and I’m telling them to stop wasting their money, to take a look at their diet, to improve it and to supplement it if there’s anything missing.”-- More...

ISRAEL21c——Bio and Archives

ISRAEL21c was founded in 2001, in the wake of the Second Intifada, to broaden public understanding of Israel beyond typical portrayals in the mainstream media.

The organization’s founders – Israeli-American technology executives – understood the great power of the Internet and developed a first-of-its kind online product with global appeal and reach.