Betting big on consumer packaged goods

Black Friday has happened— one of the biggest consumer moment of the year. It’s a reminder of how powerful the CPG (consumer packaged goods) sector is, and how startups can transform the way we shop, consume, and live. In this edition, we spotlight the rise of consumer-focused VC, an inspiring female CPG founder, and exciting trends in brand investing.

Join us December 2nd for GIVC Webinar with Mckenzie Stanley, GTM @ Lassie

McKenzie Stanley graduated from Texas A&M this past May with a degree in Finance. She grew up with a mom who founded a health tech startup, which sparked her early interest in entrepreneurship and understanding how companies are built. In college, McKenzie got experience across different sides of finance, starting in investment banking at Bank of America and then moving into early stage investing through internships with NEA and General Atlantic. She recently joined Lassie, building the AI admin for healthcare, as one of the first 15 hires on the GTM team, where she’s helping scale customer onboarding, retention, and support. She is passionate about getting more women into business and venture backed environments, and is especially focused on helping young women feel confident pursuing roles in startups where they can build and lead.

💸 Fund Highlight: Curate Capital

Curate Capital is a VC fund dedicated to investing in female-led CPG brands. Their mission: combine influence and capital through “influential investing” — leveraging social networks, creator communities, and deep consumer insight.

• Founder / GP: Carrie Colbert, who saw a gap in funding for brands led by women and built a fund to close that gap.

• Focus: early-stage consumer brands, especially ones that are purpose-driven and built by women.

  

Why it matters: As women drive the majority of consumer purchasing decisions, a fund like Curate combines financial return with market wisdom — backing brands that reflect the lived experiences of their founders and customers.

👩‍💼 Founder Spotlight: Maya French — Co-Founder, Koia

Maya French, co-founder of Koia, helped build a plant-based protein drink brand that’s now available in Starbucks, Walmart, Whole Foods, and more. Her personal journey (lactose intolerance) sparked her drive to create a healthy, tasty dairy-free alternative.

• Koia is not just a drink — it's part of a broader wellness movement, and Maya has maintained strong values around accessibility and clean ingredients.

Why it matters: Maya’s story shows how purpose + product = power. In a Black Friday world dominated by flash sales, Koia reminds us that lasting brands come from authenticity, not gimmicks.

🔍 CPG VC Trends & Insights

• According to a recent report, investment in early-stage CPG brands has been growing significantly — driven by consumer demand for better-for-you products, sustainability, and identity-driven brands.

• The CPG sector is often underfunded relative to its economic size. As one investor noted, “there are more consistent returns in consumer products than in tech — lots of doubles and triples.” Forbes

• There’s a growing wave of purpose-driven consumer funds: for example, Springdale Ventures recently closed a $40M fund aimed at early-stage food, beverage, pet, and wellness brands.

✨ Why This Matters During the Holidays

• Black Friday is not just about volume — it’s a moment to reflect on who’s building the future of consumer goods.

• Supporting CPG startups means backing innovation in sustainability, inclusion, and health.

• For future founders and investors: this is a powerful time to think about how your capital or ideas can shape consumer behavior — beyond just discounts.

💡 Resource Drop

• VC Investment in CPG (eBook) — A robust breakdown of how consumer brands are being funded, category trends, and where opportunities are emerging.

• JamJar Investments — A UK-based VC fund focused on early-stage consumer brands. Co-founded by Katie Marraché, one of Europe’s youngest female VC partners.

✨ Closing Thought

Black Friday may be about short-term buying, but the brands that change the game — the ones worth backing — are built for the long haul. When we support women building consumer goods, we’re not just backing a product — we’re shaping a future that’s more thoughtful, sustainable, and inclusive.

Here’s to investing in what matters.

Until next week,
The GIVC Team 💗