Our Mission

To connect every shopper to the foods that meet their personal tastes and goals.

About

Halla is revolutionizing how grocers guide shoppers to new tastes, products and experiences. Because delighted customers make for loyal customers.

Our Principles

Respect above all else.

Be professional, compassionate, and value all diverse experiences and skill sets. Be open-minded to all points of view.

Let fun happen.

We balance hardwork and dedication with a hefty dose of laughter and fun. It’s a big part of who we are and believe it makes the process of creating enjoyable and the outcomes even better.

Clarity wins.

When in doubt, take the initiative to over-communicate. Nothing can ever be too clear.

Share your genius.

The Halla culture is a patchwork of the backgrounds, interests, skills, tastes, and quirks of each team member. Halla’s culture is made better by bringing your authentic self to work, not by “fitting in”.

Make magic.

Practice curiosity and imagination as much as possible. Ideas come from all sorts of sources. Be curious and let your mind play with magic.

Stay hungry.

Change and growth is good and should be sought out, not avoided. Lean in to challenges and look for the opportunity to be better at what you do.

Show up, commit and deliver.

Take pride in your work and show accountability and ownership for the work you deliver. We all need to work together to deliver on our collective promise.

It began with a question:

How Do People
Decide What To Eat?

In 2016, Halla was formed to help grocers better understand and answer that fundamental human query. Today, Halla’s industry-leading Taste Intelligence engine helps shoppers intuitively find the grocery items they want while increasing basket size and shopping frequency.

Our team and advisor experts have diverse and deep backgrounds in data science, AI, food retail & CPG and grocery making us uniquely qualified to be the resource for digital transformation in the grocery industry.

We believe that our technology should enchant the shopper, reduce friction and increase sales for the grocer, and ultimately to spark curiosity and wonder for both.

And, that’s exactly what we’ve done:

made magic out of science.

Careers

Join Us!

Our team and advisor experts have diverse and deep backgrounds in data science, AI, food retail & CPG and grocery making us uniquely qualified to be the resource for digital transformation in the grocery industry.

Our Team

At its core, Halla is more than a solution or technology, it’s people.

Our team is comprised of a unique group of individuals whose skillsets and personalities mesh to create a culture of curiosity, openness and joy. From our founders to our team members to our advisory experts, every person at Halla is working to help the world eat smarter.

Spencer Price

Co-Founder, CEO

Spencer Price

Spencer Price

Co-Founder, CEO

As a sophomore at USC, Spencer asked the question we’ve all asked our friends before: “What should we eat?” The answer would eventually lead him to leave the university to co-found Halla.
As CEO, Spencer leads Halla’s strategic vision and value offering, and works to build Halla’s relationships with customers, vendors, and investors. Spencer is the recipient of a GenNext award from Progressive Grocer magazine recognizing young leaders of the Grocery Industry and a frequent speaker at retail industry events. He is a regular contributor to Entrepreneur magazine and has been featured in media including Today’s Grocer, Total Retail, Grocery Dive, and many more. Outside of work, Spencer can be found somewhere in the mountains — hiking, camping, or skiing.

Henry Michaelson

Co-founder, President/CTO

Henry Michaelson

Henry Michaelson

Co-founder, President/CTO

With a background in Computer Science, Mathematics and Cognitive Science, Henry has worked on a variety of projects that include a machine learning algorithm to classify supernovae for the UC Berkeley Astrophysics department and a patented algorithm that has distributed over $7M in awards to mobile gamers. He is a member of Forbes magazine’s Technology Council and a regular guest in magazines and podcasts on AI and retail innovation. Henry’s day-to-day involves constantly improving Halla’s machine learning algorithm and leading internal technology operations. Outside of Halla, Henry was a touring guitarist for the blues band Joe Banks and Friends, as well as an actor with a speaking role in the Warner Bros. blockbuster comedy Project X.

Gabriel Nipote

Co-Founder, COO/CFO

Gabriel Nipote

Gabriel Nipote

Co-Founder, COO/CFO

Gabriel loves food, big ideas, and building cool stuff. With studies in business, economics, mathematics, and computer science, founding a tech company seemed almost preordained. As COO/CFO, Gabriel’s responsibilities include business administration, finance, and HR. He is also instrumental in Halla’s sales activities, ensuring effective communication of the company’s position in the marketplace. Gabriel has been featured in Winsight Grocery Business, Supermarket Perimeter, and other influential industry media. Outside of Halla, Gabriel describes himself as “a big nerd,” with a passion for sports statistics, music, philosophy, and fitness. In his spare time, he is a sought-after voiceover artist and comic impersonator.

Rick Wedgeworth

Chief Science Officer, Advisor

Rick Wedgeworth

Rick Wedgeworth

Chief Science Officer, Advisor

Rick “Wedge” Wedgeworth is a computational scientist, cloud architect, data scientist, systems designer, foodie and amateur cicerone. He honed his skills across the biotech, health informatics, and e-commerce industries working in senior technology roles for the Harvard Medical School, EBay, and Wells Fargo Bank, amongst others. As Chief Scientist, Wedge drives Halla’s technical vision, structures its deep domain knowledge, ensures systems scale with demand, and integrates human, food, and nutrition input with solid engineering practices. Wedge also mentors and advises several startups and is an adjunct technology professor. Wedge doesn’t just wear many hats, he collects them as he travels with his family, enjoying culture, history, art, wildlife and—of course, food.

Toby Blue

CMO, Advisor

Toby Blue

Toby Blue

CMO, Advisor

Toby has over 20 years of experience managing companies in the fields of technology, marketing, and entertainment. He co-founded Petrol Advertising in 2003 and led its growth to over 100 employees. Toby then became pop group Black-eyed Peas artist will.i.am’s COO, striking partnerships with Adidas, Coca-Cola, Levis, Apple and Intel, and launching the tech startup i.am+, where he helped raise millions in capital and was chiefly responsible for its most popular product— Buttons earphones. In 2019, Toby joined Halla, where he is responsible for branding and strategy. Outside of Halla, you can find Toby sneaking into his teenage daughters’ Tik Tok videos.

Brian Murphy

EVP Business Transformation

Brian Murphy

Brian Murphy

EVP Business Transformation

Brian is a senior level executive with a proven track record of delivering unprecedented growth trajectories to both USA and International retail, CPG, and Fiserv companies and clients. Brian is expert at transforming businesses, teams, cultures, and portfolios through strategic insight, continuous innovation, and short- and long-range action plans that fuel double-digit YOY growth with just as strong EBITDA and profit results. Having a successful history working at dunnhumby, Symphony AI and emnos (among others) Brian possesses deep analytics experience in the emerging AI/ML digital transformation data space employing differentiated approaches in diagnostic methodologies to help internal teams solve problems and achieve aggressive performance targets.

Jasper Steendam

VP Sales & Client Ops

Jasper Steendam

Jasper Steendam

VP Sales & Client Ops

Jasper brings together a unique combination of experience from the worlds of food retail and cutting-edge technology services, having worked previously for both a Belgian chocolate company and two sustainable energy firms. He is Halla’s chief customer relationship manager, ensuring that client expectations are fulfilled, delivering transparency of reporting, and aligning Halla’s outward communications with the goals and objectives of the business. Outside of the office, Jasper is an avid outdoorsman, biker, skier, and basketball player.

Olivia Marshall

Director of Operations

Olivia Marshall

Olivia Marshall

Director of Operations

Helping build four startups from the ground up ingrained Olivia with deep expertise in project and change management, business operations, technology, agriculture, food services, and consumer packaged goods. She ran a CPG supply chain operation from farm to production and scaled company operations through 5 years of rapid growth and $200M in funding at enterprise cloud infrastructure firm Apcera. At Halla, Olivia heads up internal business operations, marketing, and cross-team project management. A natural-born foodie, Olivia grew up in a family restaurant, is trained in French pastry, and continues to manage a small farm in the PNW with its own online store.

Sven Hakvoort

Senior Cloud Architect

Sven Hakvoort

Sven Hakvoort

Senior Cloud Architect

Sven is a software engineer from the Netherlands with a focus on cloud platform engineering and devops automation. He is responsible for Halla’s core Kubernetes application and API development, improving software quality and ensuring that Halla is set up for scale and reliability around the world. Hakvoort holds a degree in bioinformatics and has working experience at European and American supermarket chain Lidl. When he’s not coding, Sven enjoys hiking, windsurfing and other outdoor activities.

Catherine Feijoo

Solutions Engineer

Catherine Feijoo

Catherine Feijoo

Solutions Engineer

Catherine has a passion for crafting frictionless solutions to problems throughout the entire client lifecycle. She has a degree in computational mathematics and experience integrating technologies across fintech, adtech, and more, especially in the context of predictive, real-time, consumer-facing AI. Outside of work, Catherine loves senior dogs, coffee, and immersive art installations known as Meow Wolves.

Sourav Mishra

Software Engineer

Sourav Mishra

Sourav Mishra

Software Engineer

Sourav has an interest in all things related to data. He is responsible for the development, testing and maintenance of Halla’s data analytics processing, data insights, and workflows. He worked previously as a Senior Data Engineer in fintech and holds a Masters degree in Computer Science from Stony Brook University. Outside of work, Sourav likes to travel, play FIFA, and invent creative culinary recipes.

Alyssa Palmer

Knowledge Engineer

Alyssa Palmer

Alyssa Palmer

Knowledge Engineer

In addition to a degree in psychology, Alyssa has an extensive background extracting, analyzing, and manipulating data informatics from complex technical sources. Together, this has enabled her to work fluidly at the conjunction of human values, behaviors, culture, and technology. At Halla, she leverages her unique skill set to help decipher the intricate web of ontological and psychological relationships between food products, consumer eating habits, and their supporting ecosystems. Outside of Halla, Palmer loves scrapbooking, painting, and spending time with her family.

Alex Gerber

Chief Executive Assistant

Alex Gerber

Alex Gerber

Chief Executive Assistant

A graduate of The Ohio State University, Alex has a diverse background in recruitment, project management, and environmental program management across several industries. In first-of-their-kind positions at Disneyland Resorts and other notable organizations, she built sustainability processes from the ground up. Now, Alex assists the Halla team in a myriad of administrative tasks, using her attention to detail, addiction to organization, and passion for workflows. As a mom of 3 young boys, Alex spends most of her free time shopping for groceries. Just kidding—well, sort of.

William L. Abrams

General Counsel

William L. Abrams

William L. Abrams

General Counsel

Bill has been with Halla since the beginning and is the partner in charge of AGMB’s business management, corporate and securities law, estate planning, tax law practices, sports law, and entertainment law.

Advisory Board

James McCann

Market Strategy & Industry Intelligence

James McCann

James McCann

Market Strategy & Industry Intelligence

James’ experience of the grocery industry is matched by very few in the industry. He served at various times as CEO of Tesco, Carrefour, and Ahold USA, and is now Chairman/CEO of food tech investor Food Retail Ventures, a senior advisor at McKinsey, non-executive Chairman of Green Rabbit grocery delivery service and Grillo’s Pickles, and an investor/advisor/board member for a number of AI food startups. James supports Halla with market strategy, industry intelligence and business connections.

Alexander Tuzhilin

Recommender & Personalization Technology

Alexander Tuzhilin

Alexander Tuzhilin

Recommender & Personalization Technology

Alexander is a leading expert in personalization, recommender systems, data mining, and CRM and an NYU Stern School of Business professor of information systems. He serves on the boards of the ACM Transactions on Management Information Systems, the INFORMS Journal on Computing and the Data Mining and Knowledge Discovery Journal. Dr. Tuzhilin’s patents and expertise have been utilized by Facebook, Google, and other notable technology leaders. His work has been featured in The New York Times, The Wall Street Journal, Business Week and the Financial Times. Dr. Tuzhilin helps ensure that Halla’s recommendation and personalization science is the best in the industry.

Steve Yankovich

Technology & Product

Steve Yankovich

Steve Yankovich

Technology & Product

Steve is an investor, board member, and advisor for startups, public, and non-profit companies. He is a visionary inventor with a global patent portfolio of over 100 innovations in the consumer, mobile and enterprise sectors. From 2009 to 2015, Steve built the global mobile business for the eBay family (eBay, PayPal, StubHub), established eBay inc. as the world’s largest mobile e-comm player, with $15B in sales volume, and was named a top 10 m-commerce chief by Internet Retailer. His practical experience at the cutting edge of innovation includes image recognition, code scanning, augmented reality, 3D printing, mobile positioning, personalization, companion shopping, and predictive analytics.

Eugenio Perrier

Marketing & CPG

Eugenio Perrier

Eugenio Perrier

Marketing & CPG

Eugenio Perrier has 25+ years of experience growing brands internationally. He is a consultant for large and mid-size corporations, a mentor at Food-X innovation accelerator, and an advisor to multiple F&B startups. Eugenio is currently a Partner at Sevendots global CPG marketing consultancy and the Marketing Advisor to Consorzio del Parmigiano Reggiano in his native Italy. Previously, he held multiple senior food marketing roles, including Global CMO of Sabra Dipping Co. Eugenio advises Halla on working CPG brands and helps create new business opportunities. He loves running and cycling, in order to manage the extra calories that come with a passion for food.

Mark Thiele

Enterprise Technology & Strategy

Mark Thiele

Mark Thiele

Enterprise Technology & Strategy

Mark has 35 years of experience building and operationalizing enterprise IT infrastructure, including 15 years helping organizations adopt Cloud, Data Center, Edge Computing, and Cloud Native Design. He founded Data Center Pulse, was a member of the board of the Cloud Native Computing Foundation, is chair of the IDC-A.org technical committee, and is an active speaker at leading industry events. Mark was CIO/CSO of Apcera until their acquisition by Ericsson where he was responsible for Edge strategy. He is now Founder and CEO of Edgevana. Mark advises Halla in the domains of leadership, corporate strategy, enterprise tech sales, and tech scalability.

Luke Cherrington

SaaS, Sales, VC, CPG

Luke Cherrington

Luke Cherrington

SaaS, Sales, VC, CPG

Luke manages the ZX Ventures (AB InBev) technology investment fund. He helps Halla strategize on business development, fundraising, and interfacing with large corporations. He is also a master networker, helping Halla connect with partners on both the sales and fundraising realms.

Daniel Fruhman

Fundraising, Operations, Finance

Daniel Fruhman

Daniel Fruhman

Fundraising, Operations, Finance

Dan was of the first five hires at Deliveroo, the largest food delivery service in the UK. He wrote the startup’s expansion playbook, helping it achieve “unicorn” status in just three years. Dan ran an eight-figure P&L and was responsible for scaling Deliveroo to hundreds of staff. After departing, he co-founded a B2B neobank focused on the crypto and blockchain space which did $1.5B in GMV in its first year. Dan has a Philosophy Degree from the University of Cambridge. His role at Halla is to make sure the company has the tools and fundamentals in place to raise capital and scale quickly and efficiently.

Jordan Levy

Shopper Marketing & Strategic Data Partnerships

Jordan Levy

Jordan Levy

Shopper Marketing & Strategic Data Partnerships

Jordan brings to Halla thirty years of strategic leadership as an entrepreneur and leading marketing and media agency executive. He has developed, negotiated and implemented billions in cross-platform media and promotional strategies to fuel blockbuster motion picture openings, chart-topping retail and brand promotions, holiday-winning toy and game campaigns, highly-profitable and optimized lead-generation models, and disease-fighting cause marketing campaigns. At Halla Jordan is helping develop our shopper marketing strategy as well as our strategic data partnerships.