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Bonfire Ventures, Daher Capital & Salesforce Ventures invest in Aforza

Bonfire Ventures, Daher Capital & Salesforce Ventures invest in startup Aforza.

Aforza's mission is to bring the Consumer Goods industry into the digital age whilst acting as a force to reduce waste, plastics and pollution.

Bonfire has led a seed investment together with Daher Capital and Salesforce Ventures.

Valuation terms of the deal were not disclosed.

Aforza, founded in 2019, lets Consumer Goods companies attain gains in efficiency and effectiveness in their product distribution processes by leveraging cloud computing, mobile technology, Artificial Intelligence and Machine Learning. Aforza is building its applications on the Salesforce Platform.

The company aims to target a significant share of the $10+ billion annual global spend on enterprise software in the Consumer Goods market. Today, the market is fragmented with niche software vendors who produce modular components, but it is rare to find a software company with an end-to-end vision that is built on a 21st-century technology platform.

The company will use the new money to open new R&D offices in the UK. It further plans to invest in its own sales & distribution capabilities and has global ambitions.

Finally, CEO Dominic Dinardo announced that he was very excited to name long term Salesforce alumni, industry veteran Brett Queener of Bonfire Ventures to the board. Dinardo said: “Brett is one of the most experienced and effective executives in cloud computing - full stop. We are super excited to have his expertise on the team.”


Aforza has benefited from financial support from the Welsh Government’s SMARTCymru programme, which is funded by the European Regional Development Fund.

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