WayCool Foods and Products has been set up with the vision of organizing India's farm-to-fork supply chain, to deliver cleaner, fresher and better products to consumers, generate higher returns to farmers, and reduce wastage and inefficiency. The company intends to do this by establishing direct links to farmers on the one side and consumers on the other, and by using a combination of physical and information technology to link them efficiently. The company is promoted by investors who are keen to create social impact using market mechanisms. The company’s leadership team comprises veterans with deep experience across several industries, as well as agri-tech experts. The company serves over 50 wholesale clients and is scaling the same up rapidly. WayCool also distributes to 12 retail outlets under the brand, “SunnyBee”.