Annalea Krebs Talks About the Evolution of SocialNature at Dx3

by Bianca Bartz 1 year ago

Annalea Krebs is the founder of SocialNature, a social product sampling community for natural goods that resulted from the evolution of ethicalDeal, North America’s largest green daily deals site.

“As a member of our SocialNature community, you’ll get to try greener choices like organic deodorants, vegan mascara, healthy snacks and eco-friendly cleaners for FREE. In return, we ask that you share your opinion with our community, and if you liked the product, invite your friends, fans and followers to try it!” (via

The HIGHLINE portfolio company exhibited at Dx3 in Toronto last week, where Annalea was also a panelist alongside a few other HIGHLINE portfolio investments, and our CEO Marcus Daniels.

BetaKit caught up with her at the event where they did at audio interview. The full story can be found on BetaKit, but this is what she had to say about HIGHLINE:

“We enrolled when HIGHLINE was known as GrowLab, before the merger with Extreme [Startups]. It was an interesting opportunity for us, as we were a later stage company — we’d been in operations for about thee years under ethicalDeal.

“ethicalDeal was Canada’s largest daily deals site, but based on the feedback we got from our community, we knew that we wanted to do something slightly different. So we had a new vision, which is now known as SocialNature, which is what we pitched to HIGHLINE. With that, we got accepted into the program, and over the course of the three-month accelerator program, did a beta, gained traction, raised some funding, surrounded ourselves with some of the best mentors in the industry, and really accelerated that new vision, and completed our pivot from ethicalDeal to SocialNature.”

Follow SocialNature on Twitter: @socialnature