The grocery delivery service industry in China is hotting up. Yihaodian, majority owned by Walmart, is currently able to make cash-on-delivery services in 1,100 cities in China, while JD.com boosted its delivery to around 1,037 city districts after launching its grocery channel in 2013. Last week, Alibaba-acquired Cainiao launched the largest supermarket distribution center in Eastern China to ensure its e-commerce website Tmall providing fresh groceries for customers.

Handpick distinctly sets itself apart from China’s fiercely competitive food delivery market by providing users with dish ideas using ingredients that they already have on hand. “We can recommend to our users what ingredients to buy and what to cook with those ingredients. We now plan to add partners to help users purchase the ingredients from their market. This will lead to companies participating in a revenue sharing business model. We don’t aim to ship groceries, but rather will instead focus on extending the capabilities of our ingredient recommendation engine.” Handpick CEO Payman Nejati said.

By aggregating more than 100 million social media posts, recipe sites, and indie blogs, Handpick has insights at a global level what people are consuming, together with sentiments around the food dishes, recipes and social posts they are sharing. “By analyzing Instagram’s hashtags, we can track the type of dish, ingredient, and tell if the recipe is ideal for vegetarians or for diets. We can also identify consumer sentiment over the particular food post.” Handpick CTO Joel Wang said.

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Eva Yoo

Eva Yoo is Shanghai-based tech writer. Reach her at evayoo@technode.com