Amid AI and tech startups, Eastseabrother proved the power of demand and trust.
Updated
January 23, 2026 10:41 AM
Cats having a jolly good time with a can of tuna. PHOTO: UNSPLASH
At a Silicon Valley pitch event crowded with AI, SaaS and deep-tech startups, the company that stood out was not selling software or algorithms. It was selling pet treats.
Eastseabrother, a premium pet food brand from South Korea, ranked first at a Plug and Play–hosted investor pitch competition in Sunnyvale. The product itself is simple: single-ingredient pet treats made from wild-caught seafood sourced from Korea’s East Sea. The company follows a principle it calls “Only What the Sea Allows”, working directly with regional fishermen while avoiding overfishing. With no additives and minimal processing, what sets Eastseabrother apart is not novelty, but control—over sourcing, supply chains and consistency.
That clarity helped the company walk away with both Best Product and Best Potential. “Investors asked detailed questions about repeat purchase rates and customer feedback, not just our technology or supply chain”, said Eunyul Kim, CEO of Eastseabrother. “That told us the market is shifting—real consumer trust now carries as much weight as a compelling tech narrative”.
What truly caught investors’ attention was not an ambitious vision of the future, but concrete evidence of traction today. Eastseabrother has already secured shelf space in specialty pet stores across California, New York and North Carolina, including an exclusive partnership with EarthWise Pet, a national specialty retail chain. At a consumer showcase at San Francisco’s Ferry Building, the brand recorded the highest on-site sales among all participating companies.
At its core, the pitch was built on simplicity: one ingredient, clear sourcing and a defined customer need. In a market saturated with complex products and abstract claims, that focus and transparency stood out.
The judges’ decision also reflects a broader shift in venture capital thinking. Not every successful startup is built on complex software or high-tech innovation. In categories like pet care—where trust, quality and transparency shape buying behavior—execution and credibility can matter more than technical sophistication.
Today, Eastseabrother has extended its reach beyond the U.S., expanding into Singapore and Hong Kong, with additional plans to grow further in North America as demand for premium pet food rises. And the broader takeaway from this pitch is not that consumer brands are overtaking tech startups. It is that investors are increasingly focused on fundamentals: who is buying, why they are returning and whether the business can sustain itself beyond the pitch deck.
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Backed by Menlo Ventures, BrainGrid tackles planning gaps as AI makes software building accessible to more founders.
Updated
April 1, 2026 8:37 AM
A phone screen with app icons. PHOTO: UNPSLASH
As artificial intelligence makes it easier to write code, a different problem is starting to surface. Building software is no longer limited by technical skill alone. Increasingly, the challenge lies in deciding what to build, how to structure it, and how to turn an idea into something that actually works.
That shift sits at the centre of BrainGrid, a startup that has raised $1 million in pre-seed funding led by Menlo Ventures, with participation from Next Tier Ventures and Brainstorm Ventures. The company is building what it describes as an AI-powered planning layer for people who want to create software but may not have a technical background.
The timing reflects a broader change in how products are being built. Tools like Claude Code and Cursor have made it possible to generate working code through simple prompts. For many first-time founders, this has lowered the barrier to entry. But writing code is only one part of the process. Turning that code into a reliable product requires structure, sequencing and clarity—areas where many projects begin to fall apart.
In traditional teams, this responsibility sits with product managers who define what needs to be built and in what order. Without that layer, even well-written code can lead to products that feel disjointed or incomplete. Features may not work together, integrations can break and the final product often does not match the original idea.
BrainGrid is designed to address that gap. Instead of focusing on generating code, it helps users map out the structure of a product before development begins. The aim is to give builders a clearer starting point so that the tools they use—whether human or AI—can produce more consistent results.
The company says more than 500 builders have already used it to create software products across areas like fitness, healthcare and productivity. These range from first-time founders experimenting with new ideas to experienced developers working independently. In many cases, the products are already live and generating revenue, suggesting that the demand is not just for experimentation but for building something that can scale.
For investors, the appeal lies in the evolving role of software development. As AI takes on more of the technical work, the value shifts toward defining the problem and structuring the solution. In that sense, planning becomes less of a background task and more of a core capability.
The US$1 million raise is relatively modest, but it points to a larger trend. As more people gain access to AI tools, the number of potential builders expands. What remains limited is the ability to organise ideas into products that work in the real world. If that shift continues, the next wave of software may not be defined by who can code, but by who can plan.