Jan. 12, 2023

#101: Aaron George (SupplyNow)

Aaron George — Founder/CEO of SupplyNow — on building the on-demand wholesale grocery delivery market for foodservice and his journey as an immigrant founder working as Global Entrepreneur in Residence with Global Cleveland

Apple Podcasts podcast player badge
Spotify podcast player badge
Google Podcasts podcast player badge
Castro podcast player badge
RSS Feed podcast player badge

Lay of The Land's conversation today is with Aaron George, Founder/CEO of SupplyNow! 

Growing up with a family of small businesses & food service owners, Aaron first came to the US in 2015 with a deep sense of respect for entrepreneurship and the food service industry from a very young age. At that time, he came to study Civil Engineering and Business Management from Case Western Reserve University (CWRU) — during his time at CWRU, he founded PastryNow which was a digital, late-night delivery platform that connected local bakeries & home bakers to college students

In early 2020 though, when college campuses shut down overnight, Aaron had to close down the business and go back to the drawing board. He had noticed restaurants were amongst the hardest hit during the pandemic and was determined to find ways to help. After interviewing several restauranters and chefs, he found that there were inadequate solutions available to actually help restaurants control their purchasing costs, especially in the context of having to navigate frequent critical supply chain failures.

In 2021, Aaron founded SupplyNow, leveraging his experience from PastryNow, to provide critical supply chain solutions that can save restaurants and local distributors, time and money. The company’s flagship service — Crisis Management — helps restaurants when their vendor has shorted them (potentially due to unexpected waste/demand, inventory miscalculations, etc) and are too short-staffed to send for a restaurant's emergency supplies. At the same time, the company has built out the supply-side of its network to service distributors who find it too expensive to offer same-day/on-demand deliveries to their customers, due to CDL driver constraints and preset weekly routes that are hard to deviate out of.

Through our conversation, we also cover Aaron’s journey as an immigrant founder, the many additional challenges he’s had to navigate as a consequence of this, and the work of Global Entrepreneur in Residence program he is spearheading. Please enjoy my conversation with Aaron George.


Learn more about SupplyNow
Learn more about Global Cleveland
Connect with Aaron George on LinkedIn


Connect with Jeffrey Stern on LinkedIn
Follow Jeffrey Stern on Twitter @sternJefe
Follow Lay of The Land on Twitter @podlayoftheland