GenAI Lab Recap: Why AI is the Missing Ingredient in Foodservice Innovation

“Bring the tech to the people rather than the people to the tech. How might we deliver value whilst supporting the users behaviours?”

That powerful insight from FOBOH Co-Founder & CEO Kshitija Deshmukh at the recent GenAI Lab truly resonated with the innovative thinkers in the room. Held on May 8, 2025, at Torrens University, the GenAI Lab brought together innovators from various industries. FOBOH's CEO took the stage to spotlight a growing truth in the food and beverage distribution world: the systems that move our food are outdated and ripe for disruption.

With consumer behaviour changing faster than legacy systems can handle, AI isn't just a nice-to-have – it's the competitive edge wholesalers, distributors, and foodservice manufacturers need now.

The Market Reality: Adapt or Risk Obsolescence

The way food moves today is broken.

Outdated admin processes, fragmented systems, and labor-intensive operations are still the norm for many wholesalers and distributors. However, consumer behaviour is evolving at a rapid pace. Kshitija highlighted the stakes clearly: As the profile of the buyer is evolving  we are finding more unconventional platforms like Instagram and TikTok forming part of channels venues will interact with suppliers. Foodservice wholesalers who don't embrace digital transformation risk being cut out of the conversation entirely.

FOBOH's Mission: From Personal Experience to Industry-Wide Change

FOBOH's purpose is deeply rooted in lived experience. Kshitija's journey began in India, where she witnessed firsthand how food insecurity impacts lives. During COVID-19, she observed similar inequities emerge in Australia while working in emergency food assistance. It became clear that the inefficiencies of the supply chain weren't just a nuisance—they were a significant barrier to food equity.

This profound realisation led to FOBOH's founding mission: to enable a simpler, smarter, more sustainable wholesale ecosystem. 

Meet the AI Agents Changing the Game: Salma and Alan

At GenAI Lab, FOBOH introduced the audience to Alan and Salma, two AI-powered agents reimagining foodservice operations:

• Alan “Al” (AI Admin Assistant) automates admin tasks, slashes data errors, and makes supply chain operations run smoother than a perfectly stacked pallet.

• Salma “Sal” (AI Sales Assistant) helps foodservice sales teams streamline communication, keep customers happy, and reduce missed opportunities.

The tangible impact of these agents is clear:

• Fewer manual errors

• Reduced emissions from inefficient logistics

• Smarter order processing, better shelf life management, and ultimately, happier humans.

Building for Humans First

Our approach to AI isn’t about automation for automation’s sake. It’s about amplifying people, not replacing them.

Here are the principles guiding every FOBOH product:

• Design for humans, not workflows: The best tech adapts to real people — not the other way around.

• Make users the superhuman: AI should empower teams to do more of what matters — building relationships, not chasing paperwork.

• Reduce friction through familiarity: Change is hard. Familiar UX, thoughtful onboarding, and human-first design make adoption easier.

• Unlock domain expertise through deep integrations: Foodservice is complex. The right integrations bring out the best in both tech and people.

People and Purpose: The Heart of FOBOH

AI is only as powerful as the values that guide it.

What makes FOBOH different isn’t just the tech. It’s the humans behind the platform — a team united by values that shape everything we do.

We believe in:

• Leaving things better than we found them

• Leading with heart and humility

• Striving for balance in a chaotic ecosystem

What’s Next?

We’re just getting started. Events like GenAI Lab remind us that the future of food isn’t about digitising the past — it’s about reinventing the entire supply chain with sustainability, equity, and intelligence in mind.

To the foodservice changemakers, innovators, and big thinkers — we’re building this for you. Let’s turn bold ideas into better systems. Contact Us.

P.S. FOBOH is hiring! If you’re passionate about food, tech, and building for good, visit our Careers Page.