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10 San Francisco Startups Shaking Up the World of Food

The following ten startups are all, in one way or another, transforming the way we relate to food here in the city, and beyond. This is not a ranking, but a list, alphabetically by company name:

Treatful, the "Anti-Groupon," Brings Online Gift Certificates to Acclaimed Restaurants into the 21st Century

According to the National Retail Federation (NRF), we Americans are in the process of spending around $28 billion on gift cards this holiday season, with 80 percent of us choosing to buy at least one, spending an average of $43.23 per card.

There’s nothing new about gift cards, of course, but what is new in 2011 is the effort by a number of local startups to attack the traditional, impersonal sort of card with a new, much more personalized online approach.

Three small companies poised to disrupt the traditional gift card industry in three separate strategies are Giftly, Giftiki, and Wantful – all of which I’ve profiled earlier this year.

Now there’s a fourth to add to the list – Treatful – co-founded by two Stanford business school grads, Brent Looney and Hoon Kim.

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