FRUIT is an origination company.
Our work often starts with change. We pay attention to shifts in technology, culture, markets, and human behavior, then ask what those changes make possible and what should exist because of them.
Sometimes what we're designing can be built with tools that already exist. Other times, what we imagine requires new technology, new infrastructure, or a new model entirely. When something important is missing, we create it.
What matters most is giving the original idea the form it needs to become real in the world, with the values we think are important.
One of the ideas we're growing
PAVE
PAVE creates a machine-readable representation informed by a person's lived experience, perspective, and judgment that can accumulate over time. Making this contribution machine-readable allows us to design and account for humans within this new environment beyond Human-in-the-Loop. It gives us a way to make human values such as attribution, authority, provenance, and eventually compensation legible within the systems themselves.
LEARN MORE ABOUT PAVEAbout Our Founder
Angela Benton has two decades of experience in the technology industry across product development, category creation, company formation, and capitalization. Across her work she was often most valuable at the point before a category, company, or product had a clear form; taking ideas that represented her personal values, making them exist in the world, and then scaling their impact.
She founded the first accelerator globally focused on underrepresented founders in Silicon Valley, built one of the earliest consumer-powered data businesses, and pioneered new models for ethical data use and licensing. Her work has reached people in more than 125 countries, while the companies, founders, and ecosystems she has built and supported have gone on to raise hundreds of millions of dollars in capital.
She writes about the ever-changing relationship between data, power, and human agency on Substack.
You can follow more of her work and process on her personal website.