Top 14 Venture Capital Firms for Consumer Goods Startups

When you're preparing to raise capital for your consumer goods business, knowing the right investors is critical. Pitching to firms that don't understand the nuances of CPG, retail, or ecommerce can be a waste of valuable time. Finding a partner who gets your world makes all the difference.

To help you connect with the right people, our team has curated this overview of top venture capital firms that focus on consumer products. This guide is designed to help you quickly identify relevant investors, whether you're looking for seed-stage or Series A funding.

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Which VC Firms in Consumer Goods Are Right for Your Stage?

Knowing the right investors to contact is crucial at every stage, from your first funding round to a future exit. Below is a brief overview of consumer goods VC firms and the stages where they typically invest.

Pre-seed and Seed VC Firms in Consumer Goods

Pre-seed and seed funding is the earliest capital you'll raise, typically used to develop your initial product and find market fit. For consumer startups at this stage, some seed venture capital firms to consider are Elizabeth Street Ventures, which focuses on the digital consumer experience, and XRC Ventures, a venture firm and startup accelerator specializing in retail and consumer goods.

Early Stage VC Firms in Consumer Goods

Early-stage funding, which includes Series A and B rounds, is designed to help you scale your business after you've established a solid customer base. Several early-stage VC firms concentrate on consumer products, including Rocana Venture Partners with its focus on CPG brands, Silas Capital, which backs emerging consumer brands, and the New York-based Fernbrook.

Late Stage VC Firms in Consumer Goods

Late-stage capital is for mature companies looking to expand significantly, enter new markets, or prepare for an acquisition or IPO. Notable late-stage and private equity investors in the consumer space include VMG Partners, known for backing high-growth brands, and CAVU, which specializes in the “better-for-you” consumer sector.

Keep in mind that some VC firms invest across multiple funding stages, from seed to late-stage growth rounds.

Below, you'll find more information on leading VC firms that specialize in consumer goods. For each firm, we've outlined their typical investment stage, geographic focus, and specific attributes that might appeal to you.

1. Glasswing Ventures

Glasswing Ventures is an early-stage venture capital firm that backs startups applying artificial intelligence and other advanced technologies. They concentrate on companies building for the enterprise and cybersecurity markets, typically investing at the seed and early stages.

The firm’s portfolio demonstrates a clear focus on deep-tech applications, with investments like Black Kite, a cyber-risk platform, and Basetwo AI, a copilot for manufacturing engineers. This signals strong technical depth and a preference for companies with a significant AI component at their core.

This firm could be a great partner if you're a founder building an AI-first company, especially in the B2B or security space. While they invest in consumer goods, their expertise is centered on using frontier technology to solve complex business problems.

• Investment stages: Seed and early-stage venture
• Industries of focus: Artificial Intelligence (AI), Enterprise Software, Cybersecurity, Consumer Goods
• Geographical presence: Boston, Massachusetts
• Founded year: 2016
• Notable investments: Zylotech, Black Kite, ChaosSearch
• Portfolio size: 71 investments

You can refer to their website here.

2. VMG Partners

VMG Partners is a private equity and venture capital firm that invests in consumer brands and the technologies that power them. They have a strong track record in sectors like food and beverage, beauty, and personal care.

The firm is known for helping founders scale their companies into household names, with several high-profile exits. Notable successes include the sale of Drunk Elephant to Shiseido and the acquisition of Quest Nutrition.

VMG could be an excellent partner if you have an established consumer brand and are looking for operational expertise to grow. They are a good fit for founders aiming for a major acquisition or to become a category leader.

• Investment stages: Seed, early-stage, late-stage, and private equity
• Industries of focus: Food and beverage, beauty, personal care, and retail technology
• Geographical presence: San Francisco, California
• Founded year: 2005
• Notable investments: KIND Healthy Snacks, Drunk Elephant, Spindrift, Quest Nutrition
• Portfolio size: 51 investments

You can refer to their website here.

3. Legendary Ventures

Legendary Ventures is a New York-based venture capital fund that accelerates value creation for consumer retail companies. The firm invests across a wide spectrum of stages, from seed rounds to private equity and secondary markets.

What's notable is their portfolio of iconic companies, including SpaceX, Airbnb, Lululemon, and Etsy. This signals an appetite for both transformative technology and established consumer brands with massive reach.

This firm could be a strong partner if you are building a consumer-focused company with the potential for significant scale. Their flexible approach makes them a potential investor at various points in a company's growth journey.

• Investment stages: Seed, early-stage, late-stage venture, private equity, and secondary market
• Industries of focus: Consumer Goods, Consumer Electronics, FinTech, Internet
• Geographical presence: New York, NY
• Founded year: 2019
• Notable investments: SpaceX, Airbnb, Lululemon, Etsy, FiscalNote
• Portfolio size: 22 investments

You can refer to their website here.

4. XRC Ventures

XRC Ventures is a New York-based venture firm and startup accelerator that invests in retail technology, consumer goods, and consumer healthtech. They support companies from their earliest stages, combining capital with programmatic support to help them grow.

The firm's dual role as an investor and accelerator is a defining feature, offering founders hands-on guidance. Their portfolio highlights a focus on innovative consumer models, with notable successes like the $310 million sale of razor brand Billie and investments in sustainable companies like MeliBio and Recurate.

XRC Ventures could be an ideal partner if you are an early-stage founder in retail or consumer goods who would benefit from an accelerator program. They are particularly well-suited for companies building brands with a strong direct-to-consumer or sustainability angle.

• Investment stages: Seed, early-stage venture, convertible note, non-equity assistance
• Industries of focus: Retail technology, consumer goods, consumer healthtech, supply chain management
• Geographical presence: New York, NY
• Founded year: 2015
• Notable investments: Billie, Snappy, MeliBio, Recurate
• Portfolio size: 166 investments

You can refer to their website here.

5. Branded Hospitality

Branded Hospitality is an investment firm that concentrates on the intersection of hospitality, technology, and media. They back companies in food and beverage, restaurants, and retail tech, aiming to support innovation in these sectors.

A key characteristic is their focus on tech-enabled solutions for the hospitality industry, with portfolio companies like PourMyBeer and Bbot, a mobile ordering platform that was acquired by DoorDash. Their investment in Big Chicken, a fast-casual chain founded by Shaquille O’Neal, also shows an interest in high-profile consumer brands.

This firm is a great match if you're a founder building a technology solution for restaurants or a consumer brand in the food and beverage space. Their broad network and media focus could be particularly valuable for founders looking to build a strong brand presence.

• Investment stages: Seed, early-stage venture, convertible note, and private equity
• Industries of focus: Hospitality, Food and Beverage, Retail Technology, Consumer Goods
• Geographical presence: New York, NY
• Founded year: 2017
• Notable investments: Bbot, PourMyBeer, Ottonomy IO, Big Chicken
• Portfolio size: 73 investments

You can refer to their website here.

6. CAVU Consumer Partners

CAVU Consumer Partners is a venture capital firm that specializes in the “better-for-you” consumer space. They invest in brands focused on health, wellness, and conscious consumption across multiple categories.

The firm is known for backing category-defining brands that have become household names, including the plant-based food company Beyond Meat and oat-milk maker Oatly. Their flexible investment approach covers the full company lifecycle, from seed funding to private equity.

CAVU is an excellent fit if you are building a “better-for-you” consumer brand with the potential for mainstream success. Founders seeking a long-term partner with deep expertise in scaling health-conscious products would find them to be a strong ally.

• Investment stages: Seed, convertible note, early-stage, late-stage venture, and private equity
• Industries of focus: Consumer Goods, Food and Beverage
• Geographical presence: New York, NY
• Founded year: 2015
• Notable investments: Beyond Meat, Oatly, The Farmer’s Dog, Vital Proteins, Noom
• Portfolio size: 37 investments

You can refer to their website here.

7. Silas Capital

Silas Capital is a venture and growth equity firm that invests in the next generation of consumer brands. They support companies across their entire lifecycle, from early-stage funding to later growth rounds.

The firm’s portfolio shows a strong preference for emerging direct-to-consumer companies, including successful brands like Boll & Branch and Casper. Their track record of exits, such as the acquisition of ILIA Beauty, demonstrates their expertise in scaling brands for market leadership.

Silas Capital is a good fit if you are a founder of a modern consumer brand looking for a partner with a proven playbook for growth. Their flexible investment strategy makes them a valuable ally for companies at various stages.

• Investment stages: Seed, early-stage, late-stage venture, and private equity
• Industries of focus: Consumer Goods, Internet
• Geographical presence: New York, NY
• Founded year: 2011
• Notable investments: ILIA Beauty, Boll & Branch, Casper, Bellroy
• Portfolio size: 48 investments

You can refer to their website here.

8. Fernbrook Capital Management LLC

Fernbrook Capital Management is a New York-based firm that invests in early-stage, tech-enabled companies that serve consumers. They focus on businesses that are using technology to build a strong brand and reach customers directly.

The firm’s portfolio highlights a dual focus on both innovative consumer products and the software that powers modern commerce. They’ve backed companies like Ember Technologies, maker of temperature-controlled mugs, and Knotch, a content intelligence platform, showing an interest in both hardware and SaaS.

Fernbrook is a good match for founders building consumer brands with a significant technology or e-commerce component. They are well-suited for companies that are either creating new product categories or using a direct-to-consumer model to grow an established brand.

• Investment stages: Seed, early-stage, and late-stage venture
• Industries of focus: Consumer Goods, E-Commerce, Retail, Food and Beverage, FinTech
• Geographical presence: New York, NY
• Founded year: 2016
• Notable investments: Beautycounter, Ember Technologies, Birdwell Beach Britches, Knotch
• Portfolio size: 34 investments

You can refer to their website here.

9. Trousdale Ventures

Trousdale Ventures is a Los Angeles-based firm that invests in mission-driven companies. They aim to back businesses that can act as a catalyst for positive change in the world.

The firm’s portfolio includes several high-profile, ambitious companies like SpaceX, Neuralink, and The Boring Company. This signals a clear interest in founders who are tackling major technological and industrial challenges, often with a deep-tech or sustainability focus.

This firm could be a strong partner if you are building a company with a world-changing mission and the potential for massive scale. They are a good match for founders in sectors like clean technology, transportation, and other capital-intensive industries.

• Investment stages: Seed, early-stage, and late-stage venture
• Industries of focus: CleanTech, Consumer Goods, Electric Vehicle, GreenTech, Information Technology, Transportation
• Geographical presence: Los Angeles, California
• Founded year: 2019
• Notable investments: SpaceX, Neuralink, The Boring Company, Solugen, Hagerty
• Portfolio size: 86 investments

You can refer to their website here.

10. Elizabeth Street Ventures

Elizabeth Street Ventures is an early-stage investment firm that backs companies focused on the digital consumer. They prioritize businesses that demonstrate an obsessive attention to the customer experience.

The firm’s portfolio highlights a strong focus on brands with a direct connection to consumers, spanning fintech, wellness, and consumer goods. Their track record includes several successful exits, such as the acquisition of skincare brand Costa Brazil and coffee maker RISE Brewing Co.

This firm is a great match if you are a founder building a digitally-native brand with a strong emphasis on customer experience. They are well-suited for companies in consumer fintech, wellness, or direct-to-consumer goods.

• Investment stages: Seed and early-stage venture
• Industries of focus: Consumer Goods, FinTech, Wellness, Internet
• Geographical presence: New York, NY
• Founded year: 2018
• Notable investments: Current, Costa Brazil, RISE Brewing Co.
• Portfolio size: 38 investments

You can refer to their website here.

11. Rocana Venture Partners

Rocana Venture Partners is a venture capital firm that invests in early-stage consumer packaged goods (CPG) brands. They focus on companies with a "better-living" ethos, backing founders who are creating healthier options for modern consumers.

The firm has a clear focus on the "better-for-you" beverage and wellness space, backing breakout brands that have become category leaders. Their portfolio includes prebiotic soda maker Olipop, which became a consumer “unicorn,” and the biohacking-inspired nutrition company Bulletproof, which recently completed a nationwide rebrand.

Rocana could be a great partner if you're an early-stage founder in the CPG space, particularly in food and beverage. They are a good fit for brands with a strong health and wellness mission that are ready for rapid, mainstream growth.

• Investment stages: Early Stage Venture
• Industries of focus: Consumer Goods, Food and Beverage, Wellness
• Geographical presence: Los Angeles, California
• Founded year: 2018
• Notable investments: Olipop, Poppi, Bulletproof
• Portfolio size: 26 investments

You can refer to their website here.

12. Crush Ventures

Crush Ventures is an early-stage venture firm that invests in companies operating at the intersection of media and commerce. They focus on backing founders who are building brands with strong cultural appeal.

A defining characteristic is their focus on companies that can leverage entertainment and celebrity influence for growth. Their portfolio includes brands like Dolce Glow, backed by Miley Cyrus, and Dance Church, which partnered with Sia for nationwide events.

This firm is a strong match if you're a founder whose brand has a natural connection to music, media, or pop culture. They are well-suited for companies that can benefit from strategic partnerships within the entertainment industry.

• Investment stages: Seed and early-stage venture
• Industries of focus: Consumer Goods, Media and Entertainment, Music, Publishing, Social Media, Video Games
• Geographical presence: Los Angeles, California
• Founded year: 2000
• Notable investments: Yola Mezcal, AudioShake, Dolce Glow, Dance Church, Manhead Merch
• Portfolio size: 28 investments

You can refer to their website here.

13. Morrison Seger Venture Capital Partners

Morrison Seger Venture Capital Partners is a Texas-based firm that invests in emerging companies. They provide capital across seed, early, and late stages, with a broad industry focus that includes consumer goods, software, and food and beverage.

The firm’s portfolio reveals a unique interest in both deep tech and high-profile consumer brands. They’ve backed companies like Apptronik, a robotics company partnered with NASA, alongside celebrity-backed brands like Snoop Dogg’s Dr. Bombay ice cream and the award-winning BSB bourbon.

This firm could be a great partner if you are a Texas-based founder, given their investment in the local ecosystem through Capital Factory. They are a good match for CPG brands with strong retail potential or tech companies with ambitious goals.

• Investment stages: Seed, early-stage, and late-stage venture
• Industries of focus: Consumer Goods, Food and Beverage, Software, Finance, Real Estate
• Geographical presence: Dallas, Texas
• Founded year: 2022
• Notable investments: Apptronik, Dr. Bombay, Cure Hydration, BSB (Brown Sugar Bourbon)
• Portfolio size: 22 investments

You can refer to their website here.

14. Pereg Ventures

Pereg Ventures is a venture capital firm that invests in technology companies serving consumer-facing industries. They support businesses from early to late stages, with a focus on sectors like retail technology, marketing, and big data.

A key characteristic is their emphasis on enterprise platforms that power the consumer economy. Portfolio companies like Bringg, a logistics platform, and RetailNext, an in-store analytics provider, show a clear preference for B2B solutions. Their successful exit of Crosswise to Oracle also points to their experience in building companies that attract major technology buyers.

This firm is a strong match for founders building enterprise software for the retail, marketing, or logistics industries. If your company uses data and analytics to solve complex problems for large brands, their expertise could be a great asset.

• Investment stages: Convertible Note, Early Stage Venture, Late Stage Venture
• Industries of focus: Retail Technology, Marketing, Big Data, Consumer Goods
• Geographical presence: New York, NY
• Founded year: 2014
• Notable investments: Bringg, RetailNext, Crosswise (acquired by Oracle)
• Portfolio size: 20 investments

You can refer to their website here.

What This Tells Us About The VC Scene for Consumer Goods Companies

This review of venture firms shows an active and varied funding environment for consumer goods companies. For founders, this is encouraging. There is a healthy balance of investors focused on early-stage startups and those who provide later-stage growth capital. This means you can find financial partners at nearly any point in your company’s journey.

Geographically, New York City is a major center for consumer investing, with other active firms in California and Texas. You'll also find investors with specific interests, from "better-for-you" products to the technology that powers retail. Knowing these details can help you build a more targeted and effective fundraising strategy.

Raise Confidently with Rho

Having a focused list of relevant investors is invaluable when you're raising capital. It helps you direct your limited time and energy toward the firms most likely to understand your vision.

If you’ve just raised or are about to close your round, we can help you get organized quickly. Rho can help you set up your financial stack in minutes.

Our platform provides the tools you need to manage your new funding with confidence. We combine business banking, corporate cards, and bill pay to support startups as they grow.

FAQs about Venture Capital Firms Focused on Consumer Goods

What are the best cities for consumer venture capital firms?

New York and California are major hubs, but don't overlook growing ecosystems in cities like Austin, Chicago, and Miami. Many firms now invest nationally, so a strong pitch matters more than your location.

How important is industry specialization for a consumer VC firm?

It's very important. A firm specializing in your niche, like food and beverage or beauty, brings relevant experience, a valuable network, and a better understanding of your specific challenges and opportunities.

What is the best way to contact a venture capital firm?

A warm introduction through a mutual connection is most effective. If that isn't possible, a concise and personalized email to a relevant partner that clearly explains your business can also work.

Are there many consumer-focused venture capital firms in Europe?

Yes, Europe has a growing number of VCs focused on consumer brands, particularly in cities like London, Berlin, and Paris. These firms often look for companies with potential for international expansion.

How do I know if a VC firm is the right partner for me?

Look beyond the check. Research their portfolio to see if they've backed similar companies. Consider their partners' operational experience and whether their network can genuinely help you scale your business.

How can Rho help my startup after I raise venture capital?

Once your round is closed, our platform helps you manage the new capital. We offer integrated business banking, corporate cards, and AP automation to keep your finances organized as you grow. Get started with Rho.