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Entrepreneurs in Action

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Technology Startup Delivers Peace of Mind for Grocers and Consumers

by Lauren Caldwell | Apr 25, 2016

SaniTrace creates electronic systems to log all cleaning activities in real-time.

Tension escalates when we hear that a recently purchased food item has been recalled. Similarly, grocers are under pressure to become compliant with the new Food Safety Modernization Act by June 2016. How can these issues be solved in a timely, cost-effective manner?

Rob Rose of Creve Coeur, Mo. has the solution. As a serial entrepreneur with public relations experience, this self-taught computer programmer wanted to do something that would have a tangible influence in others’ lives. “Creating a hardware and software system that simplifies compliance for grocers while meeting the public’s demand for safer food was the solution to both problems,” says Rob.

Barely six months old, SaniTrace launched December 2015 at 1 Million Cups St. Louis. The SaniTrace Ground Beef Logging and Labeling Solution is already installed at Fields Foods in St. Louis. “Fields Foods has been helpful in the development and implementation of the solution,” explains Rob. While the greater issue for grocers is compliance, Fields Foods has been the first to adopt the logging and the labeling system offered by the software. “Both services create a great marketing tool for smaller grocery chains.” SaniTrace and Fields Foods were recently featured on KTVI-TV FOX 2.

While Rob admits he’s more excited to provide solutions rather than focusing on the frightening aspects of entrepreneurship, he advises other startups to get feedback and input as quickly as possible. “Improve and enhance all aspects of your business. Accept the feedback and adjust in order to create useful solutions.”

As SaniTrace improves services for grocers, Rob is building modules for hospitals, hotels, restaurants, convenience stores and other meat operations. “As entrepreneurs, we’re responsible for improving all aspects of our business. Keep learning and growing to provide those solutions.”

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Post provided by Kris Edens, a copywriting and blogging resource for small business. She resides in Festus, Missouri and enjoys networking, writing and the entrepreneurial community.

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