Chicory
“Can a contextual commerce advertising platform become the definitive bridge between recipe/food content publishers and CPG/retail purchase intent at scale?”
Founded in 2013 by Yuni Baker-Saito, Chicory operates as a contextual commerce advertising platform that analyzes publisher content — primarily food/recipe content — to reach high-intent grocery shoppers and connect CPG brands and retailers with consumers. The company operates under Recipe Into Reality, Inc. DBA Chicory at chicory.co, as well as a separate AI-focused entity (Karbonara, Inc. DBA Chicory) at chicory.ai focused on data workflow automation. The embedded finance footprint is minimal — limited to standard employer benefits (401k via Betterment at Work) rather than any customer-facing financial products.