Natural products companies have distinct attributes that align with today's consumers. By creating products that are better for people and the planet, the industry satisfies the growing demand for goods that are not only healthy but sustainably made. As a funder of over 50 mission-driven and women-owned brands, including most recently 8Greens and Peace Coffee, I've had a front seat to the power of matching purpose with creating lasting growth to survive in a highly competitive industry. We recently completed a substantial raise at JPalmer Collective, and so I understand the importance in balancing profit and purpose and identifying partners that align with your vision.

Choose partners wisely

Fast-growing natural products companies need capital to expand and meet the demands of retailers and consumers. The best time to seek funding is not when your company is up against a wall; you are strapped for money and may be too quick to garner funds from a less-than-perfect finance partner. The key word here is the partner—you need an investment firm that believes in you and will add value in consulting and strategic advice—beyond just providing funds.

Do your homework

When you are seeking a finance partner, understand how much the company truly values your company proposition. What is their portfolio, and how many like-minded brands do they work with? Speak to others in the industry who have worked with the finance team and understand if their interest is genuine or long-term. Meet with the team in person and learn what the firm will offer beyond funds to support your growth.

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Can they open doors?

As fast-growing brands fuel their growth with funds, it’s essential to understand how deep the potential partner team’s relationships are beyond providing financing. Can they provide, in addition to funding, opportunities with others for possible partnerships, collaborations, and connections? How deep are the finance team’s industry relationships, as the industry is built on relationships? Can they provide, in addition to funding, opportunities with other leaders for possible partnerships, collaborations, and connections?

Women-led evolution 

As any woman who has sat across from lenders knows, there remain subtle or overt biases when garnering funding for women-led or owned businesses. The natural products industry is rife with incredible women entrepreneurs who succeed with differentiated products and the money they need to fuel their growth. Seek advice and support from the many female leaders thriving in the industry, join the networks of natural product founders, and find financial partners who see you and your business—not only your gender. 

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The natural products industry is thriving, and consumers and retailers are eager for innovative products that benefit people and the planet. Find partners you trust and believe in your business and mission to fuel your growth. When our company was seeking funding, we met with so many incredible teams who had a lot to offer us in terms of funding. It is flattering to be in demand, but it is also essential to jump slowly. We took our time and found an incredible team that aligned with our funding needs and vision for a more just and equitable industry.

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