Trying to educate consumers about food technology is often a waste of time, says Joseph Zhou, an investment partner at China’s first food technology VC and accelerator. He says that it’s better tasting food that will solve China’s big food issues – safety, waste, and sustainability. 

Bits x Bites (the “x” is pronounced as “and”) is a Shanghai-based technology accelerator and VC  firm that focuses entirely on food technology, but finds in China that it is best not to mention the technology to the eaters of the final products.

“Food is emotional. Food has the power to convince people, so you don’t want to have tech overpower the food,” Joseph explains.

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Frank Hersey

Frank Hersey is a Beijing-based tech reporter who's been coming to China since 2001. He tries to go beyond the headlines to explain the context and impact of developments in China's tech sector. Get in...