The FMItech Pitch Competition has narrowed the field to three final companies that use practical, retailer-focused technology that addresses real challenges and enables grocers to work smarter, connect better and grow with confidence.
By Doug Baker, Vice President, Industry Relations, FMI 
Every year, the FMItech Pitch Competition seeks technology companies that can enable the way grocery retailers operate, connect and serve their communities. This year’s virtual pitch round brought fresh energy, sharp ideas and a healthy dose of ambition. After the virtual pitch round judged by industry experts, three standout companies emerged: BetterBasket, Genuin, and Swish Brand Experiences.
Each company brings a practical, high-impact solution that solves real challenges faced by retailers and suppliers every day. Let’s learn more about each company:
BetterBasket: Precision Pricing for Real-World Retail
BetterBasket earned its place in the finals by turning complex pricing decisions into a smarter and more agile process. The platform helps retailers integrate data into pricing, promotions, and assortment planning, enabling them to react more quickly to market changes while maintaining shopper trust. In a world where margins are tight and consumer expectations are high, BetterBasket shows how data science can keep both food retailers and customers confident.
Genuin: A New Way to Build Connection
Genuin brings short-form video storytelling directly into retailer-owned digital channels. It provides grocers with a new way to inspire discovery, share product ideas, and build community within a space they control. As shoppers seek authentic interactions and food retailers strive to differentiate their online presence, Genuin offers a fresh and human approach to digital engagement.
Swish Brand Experiences: Modernizing Sampling for Today’s Store
Sampling remains one of the strongest ways to introduce grocery shoppers to new products. Swish Brand Experiences has reinvented produce sampling for the modern retail environment. The platform brings speed, data, and measurable results to in-store activations, helping brands reach shoppers more effectively and enabling retailers to build baskets with less operational strain.
See the FMItech Pitch Finalists Live at Midwinter
These three companies will take the stage at the FMItech Pitch Competition Finalist Session at the Midwinter Executive Conference on Wednesday, January 21, from 1:30 to 3:00 p.m. PT. After the presentations, attendees will vote to select one winner, who will then appear at the General Session on Friday morning, January 23, 2026.
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