Rob Trice

The late Rob Trice was a venture capitalist based in the San Francisco Bay Area who served as the founder of Better Food Ventures and co-founder of The Mixing Bowl. Before transitioning to agriculture, he worked in telecommunications and mobile venture capital at Nokia, Swisscom, and SK Telecom. He earned a Master of Arts from George Mason University and a Bachelor of Arts from the University of Virginia. Through his investment vehicles, Trice backed more than 25 founders, directing early-stage capital into startups such as Afresh, Breedr, and Farm-ng. Working alongside Michael Rose, he was instrumental in coining the term agrifoodtech during a 2017 initiative connecting Silicon Valley with the San Joaquin Valley. His career ultimately focused on applying digital technology and connectivity across the entire food and agriculture value chain before his recent passing.