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Did Elizabeth Choi co-found RxFood?
Yes. RxFood's about page, checked September 23, 2026, lists her under "RxFood Founders" as "Co-Founder and CEO", alongside Dr. Jeffrey Alfonsi, co-founder and chief medical officer. The Globe and Mail reported on July 20, 2025 that both co-founders are graduates of the University of Waterloo's systems design engineering program and became friends working in finance on Wall Street.
What is her role today?
RxFood's about page, checked September 23, 2026, titles her Co-Founder and CEO. The Globe and Mail reported on July 20, 2025 that she is chief executive of the Toronto company, which then had 55 people, had raised $5 million, was profitable, and had revenue above $10 million.
Why did she start the company?
RxFood's about page, checked September 23, 2026, says the idea is rooted in her own decades-long struggle with an eating disorder, and in meeting a young man with Type 1 diabetes whose questions about carbohydrates showed her how central nutrition is to managing the disease. The Globe and Mail reported on July 20, 2025 that the diabetic customer came into a Toronto wine bar she had opened in the early 2010s.
What did she do before RxFood?
Her profile on RxFood's site, checked September 23, 2026, says her earlier career was in finance, "trading on Wall Street and Bay Street, and managing foreign reserves for the Bank of Canada", and that she holds a University of Waterloo degree in systems design engineering with a specialization in statistics. A July 17, 2019 press release named her CEO of Inner Analytics, the company's earlier name.