Top 14 Venture Capital Firms for Consumer Goods Startups
Our list of 14 active VC firms can help you find the right funding partner for your consumer goods startup. Then, manage your capital efficiently with Rho.
Rho Editorial Team
For founders in the consumer goods space, raising capital means finding an investor who truly understands your business. The right partner brings more than just money; they offer specific experience that can be critical for growth in retail, ecommerce, and CPG.
To help you find those partners, our team curated this overview of top consumer venture capital firms. Use this guide to quickly identify relevant investors for your startup, whether you're raising a seed round or Series A.
Rho provides access to business banking, corporate cards, and bill pay — built for startup teams moving fast.
Key Takeaways
Securing venture funding in the consumer goods sector provides more than capital; it offers a partnership with investors who have specific experience in retail and ecommerce.
Top venture capital firms focused on consumer goods include Glasswing Ventures, VMG Partners, Legendary Ventures, and XRC Ventures, which are notable backers of many startups.
Once you close a funding round, Rho helps you manage your new capital with integrated business banking, corporate cards, and automated bill pay.
Which VC Firms in Consumer Goods Are Right for Your Stage?
Knowing which investors to approach is crucial, whether you're an early-stage company or preparing for an exit. Here is a brief overview of venture capital firms in the consumer goods space, organized by the investment stage they focus on.
Pre-seed and Seed VC Firms in Consumer Goods
This initial funding stage is for new companies that need capital to develop a product and find market fit. For consumer goods startups, some seed stage venture capital firms to consider are Elizabeth Street Ventures, XRC Ventures, and Crush Ventures.
Early Stage VC Firms in Consumer Goods
Early-stage funding, which includes Series A and Series B rounds, is for companies with proven traction that are ready to scale operations and growth. A few early-stage VC firms in the consumer space include Boston-based Glasswing Ventures, Rocana Venture Partners, and Fernbrook.
Late Stage VC Firms in Consumer Goods
Late-stage rounds provide significant capital to mature companies for major expansion or as a bridge to an exit like an IPO or acquisition. Venture capital firms for consumer products in this category include VMG Partners, Legendary Ventures, and Pereg Ventures.
Many VC firms also invest across multiple stages, from seed to late-stage, including partners like CAVU and Silas Capital.
Once you secure funding from the right partner, Rho’s integrated financial tools—including business banking, corporate cards, and automated bill pay—can help you manage and deploy your new capital efficiently.
Here is a closer look at some of the top VC firms in the consumer goods sector. We've included key details on their investment stages, geographic focus, and what makes each firm a compelling choice for founders.
1. Glasswing Ventures
Based in Boston, Glasswing Ventures invests in early-stage companies that apply artificial intelligence and other frontier technologies. The firm concentrates on the enterprise and cybersecurity markets, backing founders from the seed stage onward.
The firm shows a clear preference for startups building deep technology, particularly with an AI component. Their portfolio includes companies like Black Kite, which specializes in third-party cyber risk, highlighting their focus on technically complex solutions.
If you are a founder building an AI-powered B2B or security product, Glasswing could be a strong partner. They are a good fit for teams with deep technical expertise looking for early-stage or seed funding.
Investment stages: Early Stage Venture, Seed
Industries of focus: AI, Enterprise Software, Cybersecurity, Supply Chain Management
Geographical presence: Boston, MA
Founded: 2016
Notable portfolio companies: Black Kite, Allure Security, Basetwo AI
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 partners with founders to grow consumer brands and the technology that supports them. The firm is known for its ability to scale brands into household names, with several high-profile exits demonstrating their focus on building companies for major acquisitions.
Notable successes include the sale of Drunk Elephant to Shiseido for $845 million and the $1 billion acquisition of Quest Nutrition. This track record makes VMG a great match for founders of consumer product companies who are ready to scale and are aiming for a significant exit.
Once you secure funding from a partner like VMG, Rho’s integrated financial tools—including business banking, corporate cards, and automated bill pay—can help you manage and deploy your new capital efficiently.
Investment stages: Seed, Early Stage Venture, Late Stage Venture, Private Equity
Industries of focus: Consumer Goods, Food and Beverage, Beauty, Personal Care, Retail Technology
Geographical presence: San Francisco, CA
Founded: 2005
Notable portfolio companies: Justin’s, Quest Nutrition, Drunk Elephant, Spindrift, KIND Healthy Snacks
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, from seed rounds to private equity and secondary markets.
The firm's portfolio is notable for including massive, category-defining companies like SpaceX and Airbnb. This signals a flexible strategy that spans from early-stage ventures to late-stage investments in established leaders.
This firm could be a good match for founders of high-growth consumer brands seeking a partner for various stages of their journey. Their experience with both emerging and established market leaders makes them a versatile investor.
Once you secure funding, Rho’s integrated financial tools—including business banking, corporate cards, and automated bill pay—can help you manage and deploy your new capital efficiently.
Investment stages: Seed, Early Stage Venture, Late Stage Venture, Private Equity, Secondary Market
Industries of focus: Consumer Goods, Consumer Electronics, FinTech, Internet, Blockchain
Geographical presence: New York, NY
Founded: 2019
Notable portfolio companies: 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 accelerator that invests in the next generation of consumer-focused companies. They concentrate on startups in retail technology, consumer goods, and consumer healthtech.
The firm operates as both an accelerator and a venture fund, suggesting a hands-on approach to building companies. Their portfolio includes high-profile successes like the direct-to-consumer brand Billie, which was acquired for $310 million, and the corporate gifting platform Snappy.
XRC is a strong potential partner for early-stage founders in consumer and retail who are looking for active support alongside capital. Their portfolio suggests an interest in sustainable products and new commerce models, such as recommerce and on-demand manufacturing.
Once you secure funding, Rho’s integrated financial tools—including business banking, corporate cards, and automated bill pay—can help you manage and deploy your new capital efficiently.
Investment stages: Seed, Early Stage Venture, Convertible Note
Industries of focus: Retail Technology, Consumer Goods, Consumer Healthtech, Supply Chain Management
Geographical presence: New York, NY
Founded: 2015
Notable portfolio companies: Billie, Snappy, MeliBio, Recurate, HILOS
Portfolio size: 166 investments
Investor type: Accelerator and Venture Capital
You can refer to their website here.
5. Branded Hospitality
Branded Hospitality is a New York-based investment firm that supports ventures and solutions driving growth in the hospitality sector. They focus on companies across food and beverage, retail technology, and media.
The firm has a broad investment mandate, acting as an accelerator, venture fund, and private equity investor across multiple stages. Their portfolio shows a clear focus on technology serving the hospitality industry, including investments like Bbot, a mobile payment platform acquired by DoorDash, and PourMyBeer, a self-serve beverage system.
This firm is an ideal partner for founders building B2B or SaaS solutions for restaurants, bars, and other consumer-facing businesses. Their flexible capital and deep industry connections are valuable for startups at nearly any stage.
Once you secure funding, Rho’s integrated financial tools—including business banking, corporate cards, and automated bill pay—can help you manage and deploy your new capital efficiently.
Investment stages: Seed, Early Stage Venture, Convertible Note, Private Equity
Industries of focus: Hospitality, Food and Beverage, Retail Technology, B2B, SaaS
Geographical presence: New York, NY
Founded: 2017
Notable portfolio companies: Bbot, PourMyBeer, Ottonomy IO, Chowly, Big Chicken
Portfolio size: 73 investments
Investor type: Accelerator, Venture Capital, Private Equity Firm, Corporate Venture Capital
You can refer to their website here.
6. CAVU Consumer Partners
CAVU Consumer Partners is a venture capital firm that invests in the “better-for-you” consumer sector. The firm partners with brands across the food, beverage, and wellness categories, investing from seed to late-stage rounds.
The firm’s portfolio shows a clear focus on backing category-defining companies with strong brand identities. Notable investments include plant-based food company Beyond Meat, oat-milk brand Oatly, and fresh pet food subscription The Farmer’s Dog.
CAVU is a great match for founders of mission-driven consumer brands, particularly in health and wellness. Their track record is a strong signal for founders aiming to build a household name with a major exit or IPO in mind.
Once you secure funding, Rho’s integrated financial tools—including business banking, corporate cards, and automated bill pay—can help you manage and deploy your new capital efficiently.
Investment stages: Seed, Early Stage Venture, Late Stage Venture, Private Equity
Industries of focus: "Better-for-you" Consumer Goods, Food and Beverage, Health and Wellness
Geographical presence: New York, NY
Founded: 2015
Notable portfolio companies: 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 New York-based venture and growth equity firm that invests in emerging consumer brands. They partner with companies from early stages through growth equity, helping to build them into household names.
The firm invests across a company's full lifecycle, from seed rounds to late-stage growth. Their portfolio shows a strong track record of successful exits, including the acquisition of clean cosmetics brand ILIA Beauty and the IPO of mattress company Casper.
Silas Capital is a good fit for founders of consumer brands who are looking for a long-term partner. Their experience guiding companies toward major acquisitions and public offerings makes them a compelling choice for ambitious teams.
Once you secure funding, Rho’s integrated financial tools—including business banking, corporate cards, and automated bill pay—can help you manage and deploy your new capital efficiently.
Investment stages: Seed, Early Stage Venture, Late Stage Venture, Private Equity
Industries of focus: Consumer Goods, Internet
Geographical presence: New York, NY
Founded: 2011
Notable portfolio companies: ILIA Beauty, Bare Snacks, 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 support founders across various stages, from initial seed funding to later venture rounds.
The firm’s portfolio highlights a focus on consumer-facing companies with a strong technology component. They have backed direct-to-consumer brands like the clean-beauty company Beautycounter, which had a successful exit, and iconic surf-apparel brand Birdwell Beach Britches. They also invest in consumer-tech products like Ember Technologies, known for its smart mugs.
Fernbrook is a good match for founders building tech-enabled consumer brands, whether in e-commerce, food and beverage, or beauty. Once you secure funding, Rho’s integrated financial tools—including business banking, corporate cards, and automated bill pay—can help you manage and deploy your new capital efficiently.
Investment stages: Seed, Early Stage Venture, Late Stage Venture, Convertible Note
Industries of focus: Beauty, Consumer Goods, E-Commerce, FinTech, Food and Beverage, Retail, Software
Geographical presence: New York, NY
Founded: 2016
Notable portfolio companies: Beautycounter, Ember Technologies, BrewBird, Knotch, Birdwell Beach Britches
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 with the potential to be a catalyst for positive change. They support founders across multiple stages, from seed and early-stage venture to later rounds.
The firm's portfolio is notable for its inclusion of ambitious technology companies like SpaceX, Neuralink, and The Boring Company. This focus on transformative ideas is also seen in their backing of sustainable chemistry company Solugen.
Trousdale is a good fit for founders with a clear mission to address major global challenges, particularly those building in deep tech or sustainability. Their portfolio suggests they are open to ventures with long-term, world-changing potential.
Once you secure funding, Rho’s integrated financial tools—including business banking, corporate cards, and automated bill pay—can help you manage and deploy your new capital efficiently.
Investment stages: Seed, Early Stage Venture, Late Stage Venture
Industries of focus: CleanTech, Consumer Goods, Electric Vehicle, GreenTech, Transportation
Geographical presence: Los Angeles, CA
Founded: 2019
Notable portfolio companies: SpaceX, Neuralink, The Boring Company, Solugen, Hagerty
Portfolio size: 86 investments
Investor type: Family Investment Office, Venture Capital
You can refer to their website here.
10. Elizabeth Street Ventures
Elizabeth Street Ventures is a New York-based firm that invests in early-stage companies. They back businesses built for the digital consumer, with a stated focus on an obsessive attention to customer experience.
The firm’s portfolio reflects a broad interest in the digital consumer space, from the fintech unicorn Current to the sustainable skincare brand Costa Brazil, which was acquired by Amyris. Their record of successful exits, including RISE Brewing Co. and Banyan, shows an ability to guide companies toward acquisition.
This firm is a strong match for founders of early-stage, consumer-facing companies who are deeply focused on their user journey. Their interest in fintech, wellness, and consumer goods makes them a versatile partner for brands that prioritize customer experience.
Once you secure funding, Rho’s integrated financial tools—including business banking, corporate cards, and automated bill pay—can help you manage and deploy your new capital efficiently.
Investment stages: Early Stage Venture, Seed
Industries of focus: Consumer Goods, FinTech, Wellness, Internet, Mobile Payments
Geographical presence: New York, NY
Founded: 2018
Notable portfolio companies: Current, Costa Brazil, Banyan, Pixlee, RISE Brewing Co.
Portfolio size: 38 investments
You can refer to their website here.
11. Rocana Venture Partners
Rocana Venture Partners is a Los Angeles-based firm that invests in early-stage consumer packaged goods. They focus on brands with a "better-living" ethos, backing companies that promote wellness and a healthier lifestyle.
The firm has a strong eye for breakout brands in the "better-for-you" space, backing leaders in the booming gut-health beverage category like Olipop and Poppi. Their portfolio also includes the biohacking-inspired coffee company Bulletproof, signaling a focus on brands with mainstream potential.
Rocana is a great match for founders of early-stage CPG companies in the food, beverage, and wellness sectors. Once you secure funding, Rho’s integrated financial tools—including business banking, corporate cards, and automated bill pay—can help you manage and deploy your new capital efficiently.
Investment stages: Early Stage Venture
Industries of focus: Consumer Goods, Food and Beverage, Wellness
Geographical presence: Los Angeles, CA
Founded: 2018
Notable portfolio companies: Olipop, Poppi, Bulletproof
Portfolio size: 26 investments
You can refer to their website here.
12. Crush Ventures
Crush Ventures is a Los Angeles-based firm that invests in early-stage companies operating where media and commerce meet. They focus on backing founders who are building brands with strong cultural ties.
The firm's portfolio shows a distinct ability to identify companies that leverage celebrity and media partnerships for growth. For example, they backed Dolce Glow, a tanning line supported by Miley Cyrus, and Dance Church, a fitness brand that partnered with Sia.
This firm is a great partner for founders of consumer brands with a clear connection to entertainment, music, or social media. They are a good fit for teams that know how to build a following and create cultural moments.
Once you secure funding, Rho’s integrated financial tools—including business banking, corporate cards, and automated bill pay—can help you manage and deploy your new capital efficiently.
Investment stages: Seed, Early Stage Venture
Industries of focus: Consumer Goods, Media and Entertainment, Music, Social Media
Geographical presence: Los Angeles, CA
Founded: 2000
Notable portfolio companies: Yola Mezcal, AudioShake, Dolce Glow, Dance Church
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 a company's lifecycle, from the seed stage through later venture rounds.
The firm's portfolio shows a unique breadth, including both deep-tech ventures like robotics company Apptronik and celebrity-backed consumer brands like Snoop Dogg's Dr. Bombay ice cream. This signals an investment approach that values both technical innovation and high-growth CPG opportunities.
Morrison Seger is a compelling partner for Texas-based founders in consumer goods and technology. Their experience with celebrity-endorsed products also makes them a strong choice for brands that can leverage cultural influence.
Once you secure funding, Rho’s integrated financial tools—including business banking, corporate cards, and automated bill pay—can help you manage and deploy your new capital efficiently.
Investment stages: Seed, Early Stage Venture, Late Stage Venture
Industries of focus: Consumer Goods, Food and Beverage, Software, Finance, Real Estate
Geographical presence: Dallas, TX
Founded: 2022
Notable portfolio companies: 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 New York-based venture capital firm that invests across multiple stages, from early venture to later rounds. They primarily back companies in technology-driven sectors like retail, marketing, and logistics.
The firm’s portfolio highlights a focus on enterprise technology, with companies like Bringg in logistics and RetailNext in analytics. Their track record includes a notable exit with the sale of Crosswise to Oracle, showing experience in guiding companies to acquisition.
This firm is a strong fit for founders building B2B technology platforms that serve large enterprises. Their focus on data, analytics, and retail tech makes them a valuable partner for companies aiming to disrupt established markets.
Once you secure funding, Rho’s integrated financial tools—including business banking, corporate cards, and automated bill pay—can help you manage and deploy your new capital efficiently.
Investment stages: Early Stage Venture, Late Stage Venture, Convertible Note
Industries of focus: Retail Technology, Marketing, Logistics, Analytics, Big Data
Geographical presence: New York, NY
Founded: 2014
Notable portfolio companies: Bringg, RetailNext, Onclusive, Engage3
Portfolio size: 20 investments
You can refer to their website here.
What This Tells Us About The VC Scene for Consumer Goods Companies
This overview of venture capital firms shows that investor interest in the consumer goods sector is both broad and deep. Capital is available across all funding stages, from early seed rounds to late-stage private equity. This balance means that whether you are just starting out or preparing to scale significantly, there are specialized investors looking for companies like yours.
Geographically, investment activity is concentrated in major hubs like New York and Los Angeles, a practical point for founders planning their outreach. The variety of investor focus is also wide, covering everything from tech-enabled platforms to mission-driven CPG brands. This shows that a compelling product and business model can attract interest from many different types of funds.
Once you secure funding, Rho’s integrated financial tools—including business banking, corporate cards, and automated bill pay—can help you manage and deploy your new capital efficiently.
Raise Confidently with Rho
A focused list of relevant investors is critical when your time and energy are limited during a fundraise. We created this guide to help you connect with the right partners for your consumer brand.
Once you close your round, the work of managing that capital begins. If you’ve just raised, Rho can help you set up your financial stack in minutes.
Our platform assists in managing your new capital efficiently, with solutions like business banking, corporate cards, and automated bill pay built for startups.
FAQs about Venture Capital Firms Focused on Consumer Goods
Which US cities are hubs for consumer VC firms?
Major hubs for consumer venture capital firms include New York City and Los Angeles, where many of the top funds are based. Other active cities like Boston and San Francisco also have a strong presence of investors in this sector.
What do early-stage VC firms look for in consumer startups?
Early-stage VC firms typically look for a strong founding team, a clear product-market fit, and initial traction. For consumer brands, this often means demonstrating customer love, a unique brand identity, and a scalable business model.
Once funding is secured, Rho’s integrated financial tools — including business banking, corporate cards, and automated bill pay — help startups manage and deploy capital efficiently.
Are there venture capital firms that only focus on food and beverage?
Yes, some firms specialize heavily in food and beverage. For example, CAVU Consumer Partners focuses on "better-for-you" brands, while Rocana Venture Partners backs CPG companies in wellness, including many popular food and beverage startups.
How can I find the right consumer venture capital firms for my startup?
Start by researching firms that invest in your specific industry and funding stage. Analyze their portfolios to see if your company aligns with their past investments. Use guides like this one to build a targeted list of potential partners.
Once funding is secured, Rho’s integrated financial tools — including business banking, corporate cards, and automated bill pay — help startups manage and deploy capital efficiently.
What should I do after I secure funding from a consumer VC firm?
Once you close your round, it's time to manage your new capital. Our platform helps you set up your financial stack quickly. Rho can help with business banking, corporate cards, and automated bill pay.