Last week Mylla, a Malmö-based e-commerce for local food, pitched on the Swedish version of Dragons Den / Shart Tank. In the show we get to see that Sara Wimmercranz joined them, and now it has been announced that the VC company she co-founded, BackingMinds, is leading the funding round. Other investor includes Anders Frankel, prominent business angel from Malmö.

Susanne Najafi, Founding Partner of BackingMinds talked to about it:

“Driven by consumers’ growing interest in organically produced food, legislation promoting traceability and biodiversity, and producers seeking scalable and automated distribution, we at BackingMinds have for some time been looking for an investment in a technology platform where local producers can reach out with their fresh produce directly to the consumer. We are convinced that Mylla will play a key role in meeting the growing group of conscious consumers, promoting local small producers and increasing the degree of self-sufficiency in Sweden and the rest of Europe.”

The investment will help roll out Mylla nationally in Sweden initailly, and later with expansion to Europe.