Consumer VC: Venture Capital I B2C Startups I Commerce | Early-Stage Investing

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Oct 2026

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Consumer VC takes a look into early-stage consumer investing and venture capital. If you are interested in learning about consumer trends, have a b2c business and interested in learning about the fundraising process at the early stage, you have come to the right place. Mike interviews some of the top venture capitalists in the world that focus on B2C and consumer type companies or have a deep track record investing in these categories such as marketplaces, SaaS, social, CPG and non-tech subscription. Mike also interviews founders that are building some of the most disruptive consumer facing companies in the world. The conversation usually includes the insight the founder discovered, fundraising strategy, and the pitch. This podcast also includes bonus episodes. Each bonus episode dives into a particular subject that might not have to due with the fundraise or venture capital, but still would be helpful to founders. For example, a bonus episode on brand strategy or how to construct a board of directors. All bonus episodes will be clearly labeled. For all episodes, please visit www.theconsumervc.com. For updates, you can follow @mikegelb on Twitter. www.theconsumervc.com

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October 5, 20261 hr 0 min

Jared Stein on why he invests in manufacturers, not just the brands

Listen on Spotify , YouTube Hey friends, Today’s episode is with Jared Stein , co-founder and Partner of Monogram Capital . Monogram invests across consumer, but unlike most firms in the space, it backs the factories, ingredient suppliers, and service businesses underneath the brands as much as the brands themselves. Olipop, Archer, and Chewy sit in the same portfolio as a 330,000 square foot aseptic beverage plant the firm built from the ground up. Last year they closed their third fund at $350m We get into how Monogram found Olipop when it was doing a million dollars in revenue, why co-manufacturers often know a brand is working before the syndicated data does, what happened when the team behind Mountain Top signed $800 million in long-term customer contracts before anyone broke ground, and why Jared is contrarian on asset-heavy businesses at a moment when most investors have gone the other way. Consumer VC is brought to you by: The Hidden Gems : There’s a lot of bull$#!+ in the Agency landscape. That’s why Brand Founders and Executives big and new trust: The Hidden Gems . They provide the most optimal boutique Agencies to conquer any goals/needs with top quality and efficiency. Brands get preferred rates. Can’t lose. They’re supporting the growth of incredible brands like Dr. Squatch, Monster Energy, Gorilla Mind, Saatva, and many more. David Drexler (founder) has agreed to provide the service for FREE forever to anyone in the Consumer VC community or mentions Consumer VC. Whatever your need, just send a request and they’ve got the solution... it’s that easy! –> david@thehiddengems.com Chapters 0:00 Intro 1:13 Business lessons from his dad's auto parts store 3:13 Learning what ownership really means 4:30 What happened after his dad's business sold 6:56 Founder-led vs. hired CEO 10:36 From Goldman Sachs to private equity 12:04 Why consumer and retail 13:46 Monogram's thematic investing approach 16:44 When a "keto" callout becomes a risk 18:30 Should brands call out GLP-1? 19:44 Sales and marketing edge vs. product and ops edge 21:59 First movers vs. fast followers 25:03 Vertical integration vs. co-manufacturing 28:41 How manufacturers surface brand opportunities 31:19 How Monogram found Olipop early 31:47 Choosing between the brand and the factory 33:55 Building Mountaintop from scratch 38:39 How manufacturing paybacks work 40:28 How long Monogram holds its investments 42:17 Categories that look good on paper 44:01 What Chewy taught him about e-commerce 48:20 The sector he's watching: specialty ingredients 49:33 Getting to know founders before investing 51:33 Why specialty ingredients 53:15 His contrarian bet on asset-heavy businesses 54:41 The valuation gap in co-manufacturers 56:20 What breaks first when capital and founders aren't aligned 57:49 Book recommendations 🎧 Enjoying the show? Subscribe and give a ⭐️⭐️⭐️⭐️⭐️ rating wherever you listen to your podcasts – YouTube , Spotify , Apple 🤝 Want to connect or have a question? DM us on Substack Consumer VC 💡 Have ideas for guests? Email mike@theconsumervc.com This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.theconsumervc.com/subscribe

September 8, 20261 hr 0 min

Making the Soup Aisle Cool Again with Chris Jane, CEO & Founder of Proper Good

Listen on Spotify , YouTube Hey friends, On today’s episode, we have Chris Jane , Co-Founder and CEO of Proper Good . "We're going to make soup in a pouch. Hear me out."That's how Chris Jane pitched his sister Jennifer on what became Proper Good. They launched in April 2020, scaled DTC through the pandemic, got a Shark Tank deal with Mark Cuban, and then did something almost no emerging brand does: skipped the natural channel entirely and launched national in Walmart.In this episode, Chris breaks down why that decision made sense on the math, what it took to get a Walmart buyer to underwrite a five to seven year category rebuild, and why the health claims that drove sales online actively hurt them in the aisle. Plus the oatmeal test that killed one of their own brand pillars. Chapters: 0:00 Intro 0:46 Launching a brand in April 2020 4:11 Montana Mex and building with his sister 9:09 Where Proper Good came from 15:08 Shark Tank 19:32 Why Walmart was the first retail swing 24:20 Competing with Campbell's on price 26:24 When health claims hurt sales 32:35 Raising from family offices 38:12 The brand pillar we made up 43:51 Taking the Walmart data everywhere else 53:46 Biggest win, biggest mistake, and one piece of advice This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.theconsumervc.com/subscribe

June 25, 202652 min

Why Israel Keeps Producing Breakout Consumer Companies

Listen on Spotify , YouTube Hey friends, On today’s episode, I sat down with Oren Charnoff and Danny Cohen , the co-founders of Sticker Ventures , a fund focused on backing the next generation of Israeli consumer startups. For years, Israel has been known for cybersecurity, enterprise software, and deep technology. But Oren and Danny believe most investors are overlooking one of the country’s biggest opportunities: consumer . While the global venture ecosystem often associates Israel with B2B, some of the most successful consumer companies of the last decade have actually emerged from the country. Companies like Fiverr, Wix, Lemonade, Waze, Resident, Oddity, and many others have proven that Israeli founders can build world-class consumer businesses that compete globally. Their argument is simple: Israeli founders are uniquely positioned to win in consumer because they combine strong product instincts with an unusually data-driven approach to distribution and growth. Instead of building brands based on intuition, they often start with the numbers. * Customer acquisition. * Unit economics. * ROAS. * Contribution margin. * Feedback loops. And that mindset has produced a growing wave of founders building profitable consumer businesses from day one.What made this conversation particularly interesting is that it wasn’t just about Israel. It was about how the best consumer founders think. How they validate markets. How they approach profitability. Why distribution often matters more than people realize. And why AI may create an entirely new generation of consumer winners. Here’s what you’ll learn: ✅ Why Israel became one of the world’s most successful startup ecosystems✅ The overlooked history of Israeli consumer success stories✅ Why Sticker Ventures believes consumer is Israel’s next major opportunity✅ How Israeli founders approach growth differently than many US startups✅ Why profitability orientation matters from day one✅ The metrics Oren and Danny look for before investing✅ How they evaluate pre-revenue startups✅ Why distribution can be a stronger advantage than product alone✅ What makes a founder investable before they’ve launched✅ How consumer companies validate ideas with minimal capital✅ Why AI won’t eliminate consumer software opportunities✅ The parallels between AI and previous platform shifts like mobile and the internet✅ How Sticker Ventures built a fund dedicated exclusively to consumer startups✅ Why more global capital may flow into consumer over the next few years Timestamps: 00:00 Intro 01:11 Why Israel dominates in tech and startup innovation 03:33 Oren's perspective as an immigrant founder in Israel 04:53 Israel's consumer moment; it's not new, it's accelerating 06:31 How Resident Mattresses beat Casper and Purple 08:10 How Sticker Ventures thinks about marketing spend vs. ROI 09:50 Why unit economics matter more than growth at all costs 10:02 Why Israeli companies go US-first from day one 11:55 Balancing profitability and growth at the early stage 14:16 How to build conviction in pre-revenue companies 23:41 Balancing consumer tech vs. physical inventory businesses 25:22 Why distribution-oriented founders win 28:06 How AI is changing consumer behavior and opportunity 29:28 Why vertical AI products will outlast generic platforms 31:35 The gap Sticker Ventures is filling in Israel's VC landscape 33:02 Why Israeli founders build world-class global consumer companies 35:15 Misconceptions Israeli founders have about the American consumer 37:49 How Danny and Oren came together, including the conflict that shaped them 41:16 Fund size, check sizes, and investment strategy 42:46 Bringing American capital into Israeli consumer deals 44:16 Why the US is almost always the first target market 45:17 Companies Danny and Oren wish they had backed 47:30 One takeaway about Israel and consumer you need to know 48:36 Books that have shaped Danny and Oren personally and professionally 52:16 Closing thoughts Thanks for listening! This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.theconsumervc.com/subscribe

June 5, 20261 hr 11 min

GLP-1s, Protein, Fiber, Peptides, and the M&A Opportunity Behind the Health Shift

Listen on YouTube , Spotify Hey friends, On today’s episode, I chat with Nicolas McCoy , Managing Director of Whipstitch Capital , one of the sharpest observers of consumer health, wellness, food, beverage, and supplement trends. Nick spends his days studying what separates niche consumer brands from the ones that break into the mainstream. He analyzes everything from M&A activity and retail data to emerging consumer behaviors around GLP-1s, peptides, protein, hormones, wearables, and preventative healthcare. Today, consumers are becoming the CEO of their own healthcare. They’re wearing Oura Rings. They’re tracking glucose levels. They’re taking GLP-1s. They’re researching peptides. They’re experimenting with hormone optimization. And they’re making purchasing decisions based on health outcomes rather than traditional brand loyalty. Nick argues that this shift is creating one of the largest tailwinds consumer brands have seen in years. As consumers take more responsibility for their health, demand is accelerating across better-for-you food, supplements, functional beverages, protein products, fiber products, wellness services, and preventative healthcare solutions. We also dive into how strategic acquirers evaluate brands today, why profitability matters more than ever, what makes a brand attractive for acquisition, and why the current M&A environment looks dramatically different than it did a decade ago. This episode is packed with insights for founders building consumer brands, investors tracking wellness trends, and anyone trying to understand where consumer behavior is heading next. Here’s what you’ll learn: ✅ Why consumers are becoming the CEO of their own healthcare✅ How GLP-1s are changing food, supplements, and wellness products✅ Why better-for-you brands are outperforming the broader grocery market✅ How wearables are accelerating preventative healthcare adoption✅ The surprising growth of peptides and what it signals about consumer behavior✅ Why protein demand may still have room to grow✅ The overlooked opportunity around fiber products✅ How hormones and wellness are becoming mainstream conversations✅ What strategic acquirers actually look for when buying brands✅ Why profitability matters more than ever in consumer M&A✅ How investors determine a brand’s “headroom” for growth✅ Why crossing from natural retail into mass retail is so important✅ The role private equity is playing in today’s consumer ecosystem✅ How major acquisitions are attracting more capital into consumer brands Timestamps 00:00 Intro 01:11 Consumers becoming the CEOs of their healthcare 06:07 The state of consumer M&A today 09:48 Why profitability matters more than ever 12:09 How to know when to sell your company 13:51 Understanding brand headroom 17:11 Which retail channels create the most value 20:00 Crossing from natural to mass retail 24:30 The K-shaped consumer economy explained 27:45 Why lower-income consumers are adopting health trends faster 29:13 The surprising growth of injectable health products 32:40 RFK Jr., MAHA, and peptide awareness 34:42 The future impact of GLP-1 adoption 37:26 Protein's next phase of growth 39:24 The future of peptides and personalized health 42:17 Why injections are becoming more mainstream 44:31 The rise of gummies as a supplement format 48:19 Women's hormone health opportunities 51:31 Mental health, wellness, and consumer behavior 53:23 Are founders selling because they want to or have to? 54:36 Is the consumer market back? 57:06 The growing role of private equity in CPG 59:23 The evolution of billion-dollar consumer exits 01:01:17 Why more capital is flowing into consumer brands 01:02:13 Categories Nick is watching closely 01:07:51 Personal experiences that shaped Nick's career 01:11:15 Closing thoughts Thanks for listening! This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.theconsumervc.com/subscribe

May 27, 20261 hr 14 min

30 Years of Pre-Seed: Blue Bottle, Sweetgreen, Modern Animal, and Why Consumer Never Goes Out of Favor

Listen on Spotify , YouTube Hey friends, On today’s episode, I chat with Tony Conrad , partner at True Ventures and one of the earliest investors behind companies like Blue Bottle Coffee, Sweetgreen, Madison Reed, and Modern Animal. Tony’s career is unconventional. He spent his first 10 years professionally inside Danone, moved into Silicon Valley during the early internet era, founded multiple startups, and eventually became one of the most respected early-stage investors in tech and consumer. We talk about why he believes founders are raising too much money too early, how inflated valuations quietly destroy companies, and why getting the wrong investor around the table can create problems years later. He also shares what he looks for in founders, why curiosity matters more than polished pitches, and how True Ventures thinks differently about backing companies at the earliest stages. We also go deep into consumer investing, four-wall businesses, and why Tony still believes there will always be massive opportunities in consumer, even when the market says otherwise. This episode feels less like a venture capital interview and more like a masterclass on judgment, timing, leadership, and building enduring companies. Consumer VC is brought to you by: The Hidden Gems : There’s a lot of bull$#!+ in the Agency landscape. That’s why Brand Founders and Executives big and new trust: The Hidden Gems . They provide the most optimal boutique Agencies to conquer any goals/needs with top quality and efficiency. Brands get preferred rates. Can’t lose. They’re supporting the growth of incredible brands like Dr. Squatch, Monster Energy, Gorilla Mind, Saatva, and many more. David Drexler (founder) has agreed to provide the service for FREE forever to anyone in the Consumer VC community or mentions Consumer VC. Whatever your need, just send a request and they’ve got the solution... it’s that easy! –> david@thehiddengems.com Here’s what you’ll learn: ✅ Why Tony left Danone to chase startups in Silicon Valley✅ How the dot-com crash shaped his investing philosophy✅ Why Blue Bottle immediately felt like a venture-scale business✅ How True Ventures evaluates founders at the earliest stage✅ Why founders should avoid overheating early valuations✅ The hidden dangers of raising too much money too fast✅ What separates great founders from bad ones✅ Why founder quality matters more than market misses✅ How venture firms think about ownership and fund returns✅ Why Tony believes consumer never goes out of favor✅ What excites him most about AI infrastructure and applications✅ How mega funds change founder-investor relationships✅ Lessons from building and selling About.me✅ Why leadership and resilience matter more than ever Timestamps 00:00 Intro 01:00 Leaving Danone for Silicon Valley 04:00 Why tech felt more exciting than CPG 05:30 The early days of startup investing 08:00 Moving to San Francisco during the internet boom 10:00 Lessons from the dot-com crash 13:00 Is AI in a bubble right now? 15:00 How Tony joined True Ventures 17:00 Building startups while investing simultaneously 20:00 The burnout of being both founder and VC 22:00 Why Tony loves four-wall retail businesses 23:00 The Blue Bottle investment story 27:00 How True Ventures makes investment decisions 29:00 Why being a generalist investor matters 32:00 Angel investing vs venture investing 34:00 What “venture-scale” really means 35:00 The one mistake Tony hates making 36:00 How to identify the right founders 39:00 Why founders shouldn’t rush fundraising 41:00 The danger of inflated valuations 45:00 What founders should look for in investors 47:00 When founders should step aside as CEO 50:00 Balancing founder support with LP responsibility 51:00 Lessons from building About.me 55:00 Why digital identity still matters 56:00 Why consumer investing is underrated 58:00 AI infrastructure vs AI applications 01:00:00 Consumer AI opportunities Tony is excited about 01:02:00 Investing in competing companies 01:05:00 The problem with mega funds 01:07:00 Lessons from Slack & Stewart Butterfield 01:08:00 Favorite books & leadership lessons 01:11:00 AI, job displacement & optimism for the future 01:14:00 Final thoughtsThanks for listening! This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.theconsumervc.com/subscribe

May 7, 20261 hr 12 min

Kill Your Darlings: How Elavi Found Their Hero Product with Michelle Razavi

Listen on Spotify , YouTube Hey friends, On today’s episode, I chat with Michelle Razavi , founder and CEO of Elavi , the better-for-you snack brand known for its protein brownies and dessert-inspired products made with clean ingredients. Michelle started Elavi while working long days at Sephora and teaching fitness classes at Equinox, struggling to find protein snacks that didn’t upset her stomach. That frustration led her to start making her own products at home, which eventually turned into a fast-growing CPG brand now sold in retailers like Costco, Whole Foods, and H-E-B. Elavi evolved from protein bars to cashew spreads to protein brownies. But in order to get to protein brownies, Michelle made the tough decision to kill her first product line. They figured out product-market fit through “permissible indulgence.” She also shares how Elavi scaled quickly through Costco, how she thinks about profitable growth vs vanity retail, and why discipline around unit economics matters more than ever in today’s funding environment. If you’re interested in building a food brand, retail strategy, or how to navigate product pivots, this episode is a great look at what it really takes to build and scale in CPG. Consumer VC is brought to you by: The Hidden Gems : There’s a lot of bull$#!+ in the Agency landscape. That’s why Brand Founders and Executives big and new trust: The Hidden Gems . They provide the most optimal boutique Agencies to conquer any goals/needs with top quality and efficiency. Brands get preferred rates. Can’t lose. They’re supporting the growth of incredible brands like Dr. Squatch, Monster Energy, Gorilla Mind, Saatva, and many more. David Drexler (founder) has agreed to provide the service for FREE forever to anyone in the Consumer VC community or mentions Consumer VC. Whatever your need, just send a request and they’ve got the solution... it’s that easy! –> david@thehiddengems.com Here’s what you’ll learn: ✅ Why Michelle killed her first product line (and why it was the right move)✅ How Elavi found product-market fit with protein brownies✅ Why “permissible indulgence” is working in today’s market✅ How to use Costco as a growth and validation channel✅ The difference between profitable vs vanity retail accounts✅ How to think about channel strategy across mass vs natural✅ Why timing matters when expanding into retailers like Whole Foods✅ How to approach fundraising as a first-time founder✅ Why building in public can attract the right investors✅ How to balance growth with profitability in CPG Timestamps 00:00 Intro 01:00 Working 16-hour days before starting 03:00 The problem with protein snacks 05:00 Building products at home 07:00 Launching right before COVID 10:00 Losing in-person sampling overnight 14:00 Why the first product didn’t scale 18:00 Finding product-market fit with a new category 22:00 Killing the original product line 27:00 The “permissible indulgence” thesis 31:00 Launching protein brownies 35:00 Getting into Costco 39:00 How Costco changed the business 43:00 Retail strategy: profitability first 47:00 The dangers of bad retail deals 51:00 Channel strategy & cash flow realities 55:00 Cold outreach that actually worked 59:00 Why demos matter more than you think 01:03:00 Packaging that converts instantly 01:07:00 Fundraising mistakes founders make 01:11:00 Why chasing investors doesn’t work Thanks for listening! This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.theconsumervc.com/subscribe

June 2, 20251 hr 2 min

🎧 He Saved His Daughter’s Life by Creating Kate Farms. Now He’s Disrupting Energy Drinks with Lucky Energy

→ Listen on Spotify , Apple , YouTube Today’s episode is brought to you by, Highbeam . Running a brand? Highbeam is the all-in-one banking and cash management platform built specifically for consumer brands. It combines no-fee banking, automated treasury to maximize yield on idle cash, flexible credit, bill pay, and live 13 week cash flow — plus AI agents that automate tedious manual spreadsheet work Think: fast answers to ad hoc sales and finance questions, cash flow forecasting and scenario modeling, benchmarking, and more. Brands like Birddogs , New York or Nowhere , Ridge , and Avocado use Highbeam to stay ahead of cash flow, make significantly more money on idle cash, and access credit that fits how brands actually operate. Build your brand. Keep your cash. Hey friends, Our guest today is Richard Laver , the founder of both Kate Farms and Lucky Energy. Richard created Kate Farms —an allergen-free, plant-based medical nutrition company—to save his daughter Kate’s life. After scaling the business and eventually stepping away, he launched Lucky Energy , a clean energy drink brand aimed at offering a better-for-you alternative in a crowded market. The company recently raised a $14.2 million Series A1 led by Maveron. We discuss: * 00:00 – Introduction & Mike’s Overview * 01:24 – Who is Richard Laver? Plane Crash, Loss & Life Mission * 04:43 – The Origin of Kate Farms: Saving His Daughter’s Life * 08:04 – Building a Formula Business Without a Background in Nutrition * 12:09 – How Kate Farms Scaled Nationwide * 17:20 – Raising Capital & Growing the Brand to $75M Series C * 22:00 – Why He Left Kate Farms * 24:04 – The Birth of Lucky Energy: From Pain to Purpose Again * 29:00 – Ingredient Strategy & Clean Energy Drink Philosophy * 34:36 – Building a Brand in a Saturated, Cutthroat Category * 38:47 – Why Energy Drink Startups Fail & Lucky’s Retail Approach * 43:52 – Raising $14M Series A1: What Investors Saw * 50:52 – Lessons from Healthcare Branding vs. Mass Market * 56:00 – Red Bull vs. Lucky: Marketing War or Mission-Driven Movement? 60:37 – Final Reflections: What’s Harder—Hospitals or Retail? Consumer VC is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.theconsumervc.com/subscribe

May 15, 202558 min

🎧How to Win at Pre-Seed: Consumer Signals, Red Flags, and Venture-Scale Bets with Shamin Walsh of BAM Ventures

→ Listen on Spotify , Apple , YouTube Today’s episode is brought to you by, Highbeam . Running a brand? Highbeam is the all-in-one banking and cash management platform built specifically for consumer brands. It combines no-fee banking, automated treasury to maximize yield on idle cash, flexible credit, bill pay, and live 13 week cash flow — plus AI agents that automate tedious manual spreadsheet work Think: fast answers to ad hoc sales and finance questions, cash flow forecasting and scenario modeling, benchmarking, and more. Brands like Birddogs , New York or Nowhere , Ridge , and Avocado use Highbeam to stay ahead of cash flow, make significantly more money on idle cash, and access credit that fits how brands actually operate. Build your brand. Keep your cash. Hey friends, A big thank you to Odile Roujol for introducing me to our guest today— Shamin Walsh , Managing Director at BAM Ventures . BAM is an early-stage, consumer-focused venture capital firm based in Los Angeles that’s focused on investing at the pre-seed stage. They’ve backed some truly iconic companies: * Honey * Cotopaxi * NerdWallet * Zola , Away * Thrive Market The list goes on. Seriously, some of the most exciting consumer success stories out there. In this episode, we dig into: * 03:44 Why She Joined BAM originally & What Makes the Firm Different * 07:00 Is Investing in Consumer Still Sexy? (Hint: Yes, If You Do It Right) * 10:07 Power Law Returns in CPG & Brand Exits * 13:21 Why Fund Size Dictates Strategy * 16:10 Balancing Brand, Commerce Infra & Consumer Tech * 17:30 What BAM Looks for in Founders * 20:15 Case Study: How Thrive Market Nailed Consumer Behavior * 23:15 The Danger of False Signals in Consumer Startups * 26:00 How BAM Thinks About Reserves & Follow-Ons * 28:20 Staying Price Disciplined (Even in the 2021 Hype Cycle) * 30:00 Why Founders Pick BAM Over Bigger Funds * 32:00 Capital Efficiency ≠ Always Bootstrapping * 35:09 Fundraising Strategy & How to Navigate Future Rounds * 37:00 What Early Traction Signals Actually Matter * 39:10 How BAM Measures Stickiness vs. Trendiness * 44:00 Could a New Social Platform Still Win? * 46:00 BAM’s View on AI: Not a Strategy, Just a Tool * 48:00 ⚡ Rapid Fire Round: Trends, Products, Books * 52:00 Why “The Little Prince” Still Inspires Shamin This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.theconsumervc.com/subscribe

May 2, 202555 min

How Ithaca Hummus Hit $50M Without VC or PE — and the Strategy Behind Growing Slow, Then Fast

Also available on Spotify , Apple Podcasts and YouTube Hey friends, Our guest today is Chris Kirby , Founder of Ithaca Hummus . Ithaca Hummus is known for its super fresh, clean-label approach. One of my favorite parts of this conversation was hearing how Chris grew the brand—staying in a handful of retailers for years before turning on the gas and scaling nationally. We also get into how he achieved a negative cash conversion cycle (which is wild), and his thoughtful approach to choosing strategic partners. This issue is brought to you by Highbeam . Get the credit you need to stay ahead. Highbeam is the all-in-one banking and cash management platform built for consumer brands. With tariffs stretching working capital, brands are turning to Highbeam for flexible credit lines and charge cards designed around how they actually operate. Brands like Birddogs , New York or Nowhere , Ridge , and Avocado use Highbeam to access capital, manage cash, and scale without hiring a full finance team. Build your brand. Keep your cash. Includes a free 3-month trial of the AI Analyst. Time stamps: * 03:24 - From Fine Dining to Culinary Burnout * 06:36 - Discovering a Gap in Ithaca’s Food Scene * 10:46 - Launching Ithaca Hummus from a Camp Kitchen * 13:54 - The Addictive Energy of Farmer’s Markets * 19:15 - No Brokers: Selling to Co-ops Door-to-Door * 24:33 - Sampling, Promotions & Retailer Education * 28:10 - $1M to $3.5M: Strategic Investment from Co-Man * 33:50 - Saying No to VCs: Building Without External Pressure * 37:17 - What Strategic Actually Means in CPG * 41:50 - Branding, Packaging & the Power of “Owning Taste” * 45:33 - Creating Viral Flavors (e.g. French Onion Hummus) * 47:59 - Graza x Ithaca: Strategic Co-Branded Launch * 50:00 - Long-Term Vision: Legacy, Not Liquidity * 53:50 - Lightning Round: Books, Beliefs & Brands This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.theconsumervc.com/subscribe

April 22, 202558 min

Are You Building for the Right Reasons — or Just Because the Category Is Hot? Should there be a Better Business Bureau for VCs?

Also available on Spotify , Apple Podcasts and YouTube This issue is brought to you by Highbeam . Get the credit you need to stay ahead. Highbeam is the all-in-one banking and cash management platform built for consumer brands. With tariffs stretching working capital, brands are turning to Highbeam for flexible credit lines and charge cards designed around how they actually operate. Brands like Birddogs , New York or Nowhere , Ridge , and Avocado use Highbeam to access capital, manage cash, and scale without hiring a full finance team. Build your brand. Keep your cash. Includes a free 3-month trial of the AI Analyst. Hi friends, Thank you to Taylor Foxman for the introduction to this week’s guest, Sid Banthiya . Sid is an angel investor and advisor to many consumer brands – like Aerflo , HOLY , and Splendid Spoon . He was previously the Chief Strategy Officer at Milk Bar and Head of Corporate Development at Blue Apron . We focus this conversation on two of the articles he wrote: * Avoiding the road to mediocrity * The case for a Better Business Bureau for investors We explore what happens when founders build for the wrong reasons, how investors sometimes fuel the problem, and why ambition (or lack of it) shows up in your strategy, not just your pitch deck. We discuss: 00:47 Why Sid Wrote “Avoiding the Road to Mediocrity” 03:12 The Venture Trap: Chasing Capital vs. Solving Problems 06:00 Is VC the Right Path for Every Founder? 08:31 Fundraising Focus vs. Revenue Focus 10:00 The Rise of Too Much Capital in VC 13:10 Can Founders Course-Correct Their Mission? 16:00 Case Study: Hungryroot’s Strategic Pivot 18:25 How to Decide if You Should Start a Company 20:00 Bootstrap vs. Venture: When and Why 22:50 Go Slow or Scale Fast? What Founders Should Know 26:00 Investing in Hot Markets: Supplements, Protein & More 29:00 Valuation vs. Exit Reality: Why Price Discipline Matters 32:00 Waterfalls, Liquidation Preferences & Founder Equity 37:00 The Case for a “Better Business Bureau” for Investors 41:00 What Makes a VC Truly Valuable 44:00 Rapid Fire: Consumer Trends, Favorite Products, VC Myths 52:00 Sid’s Book Recommendations This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.theconsumervc.com/subscribe