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On the TechTO stage
Annalea Krebs of SocialNature presents My Worst Day as a Successful Entrepreneur
Watch on YouTube ↗Valuable advice from a longtime builder | Annalea Krebs
Watch on YouTube ↗Every talk is searchable — ask the archive about Social Nature ↗
About
Social Nature came out of what its predecessor couldn't do. Annalea Krebs had built ethicaldeal, a green daily-deal site, and found that the most-requested deals weren't restaurants or spas — they were everyday groceries, the things people eat for breakfast and clean their house with. But a business model requiring 50% off didn't work for consumer packaged-goods brands. So she sold ethicaldeal and started Social Nature in 2015: shoppers get a natural product free or discounted in exchange for an online review, and brands get targeted trial plus first-party insight. Krebs told the TechTO stage in March 2025 that the company's hardest lesson came around 2021, when a million users and constant inbound demand masked weak retention. The fixes were a white-label rebate product, a narrower ideal customer profile, and saying no to business it had never turned down before.
Backers
Venture-backed. Krebs said on the TechTO stage in March 2025 that Social Nature was the first of her businesses she raised outside capital for — ethicaldeal had been bootstrapped. The investor names and round sizes are not confirmed by any primary source we could reach, so treat them as unknown.
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Quick answers
What does Social Nature do?
It connects natural and organic CPG brands with shoppers who want to try them: members get a product free or discounted in exchange for an online review, and brands get targeted trial, ratings and shopper insight.
Who founded Social Nature?
Annalea Krebs, in 2015, after selling her previous company ethicaldeal. She is still CEO.
How big is Social Nature?
More than 1.26 million community members and 3.7 million product reviews, working with 600+ better-for-you brands. Most of the user base is in the United States although the company is headquartered in Vancouver.