Greer Tessler and Cara Kaufman (Simple Food Ventures) - Why they only invest in CPG products that work on-shelf, the difference between better for the planet and better for you, and analyzing product differentiation The Consumer VC: Venture Capital I B2C Startups I Commerce | Early-Stage Investing I Brands

Our guests today are Greer Terrler and Cara Kaufman, founders of Simple Food Ventures. Simple Food Ventures is an early stage venture firm that invests in the future of healthy foods and products. We discuss how they both began investing in better for you products, do they only invest in better for the planet or better for you, and what makes a product work on shelf.


Here are some of the questions I ask them:

What was your attraction to the food and beverage industry?Why did you and how did you both transition into venture capital?
What stage is a company usually have to be at in order for you to be initially interested?
Founder and the roadmap
How did Simple Food Ventures come together?
What do you see as the opportunity within food and beverage?
Does a product need to be able to get on shelf / in retail for you to peak your interest?
Does a product need to be differentiated in order for you both to get excited?
Walk me through how you conduct due diligence.
How do you source and meet founders?
What’s one part of the better-for-you movement that you think is a contrarian take / not as obvious?
What’s one thing you would change about venture capital?
What’s one book that inspired each of you personally and a book that inspired each of you professionally?
What’s one piece of advice that you have for founders?