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OUR
APPROACH

At VMG, we’ve supported the growth of visionary branded consumer businesses alongside entrepreneurial management teams for nearly 20 years. We’ve got a lot of experience under our belt, but don’t let our decades-long reputation suggest that we’re playing yesterday’s playbook – there is no playbook. What we bring to the table is a wealth of experience, lived successes, and conquered challenges.

The VMG Difference
We take pride in our vibrant community of operational maestros, forward-thinking retailers, cutting-edge manufacturers, savvy financial partners, and strategic acquirers. When we introduced our technology fund in 2019,  we knew the importance of leveraging our existing relationships to help create and scale cutting-edge software and technological infrastructure that modern consumer businesses need to succeed.

We’re shaping the future of consumer businesses – where experience meets vision, and the playbook is ever changing.
Our Investment Philosophy
Refining decades of investment expertise, we are committed to supporting the most transformative individuals and brands. Here's how we do it:
Championing
Change
We identify, invest in, and cultivate branded consumer products, services, and the technologies propelling them forward.
One-of-a-Kind Ecosystem
We connect entrepreneurial management teams with our extensive network to bolster strategic and financial goals and drive value.
Being
All In
Regardless of check size or investment horizon, we commit to resourcing partner businesses comprehensively, leaving no stone unturned.
Tenacious Adaptability
We deliver hard truths to drive success, even if it means acknowledging when we aren't the right investment partner. We strive to uplift businesses in various stages.
We aim to invest in brands and technologies with proven concepts and a clear path to sustainable profitability. When we find the right match, investments of up to $200M are on the table. But our commitment doesn't end with capital – we seek to support brands at various inflection points, sometimes without our own investment, because our passion extends beyond financial returns. Regardless of size, every check gets the same attention.
How We Invest
VMG Consumer
Make $10 to $200 million equity investments
Target high-growth branded consumer products and services with $10M to $500M annual revenue at investment
Majority and minority investment opportunities
Leverage a dedicated pool of capital to support early-stage BIPOC-founded businesses. Learn more about The Parity Collective
VMG Technology*
Make $5 to $50 million equity investments
Target high-growth software businesses and marketplaces – both B2B and B2C – that support the consumer ecosystem with $1M to $200M annual revenue at investment.
Majority, minority, and co-investment opportunities
* Formerly known as “VMG Catalyst”
There is no playbook, only experience
Oftentimes, our new investments don’t immediately make headlines, and that's by design. We believe that the story begins when the ink is still fresh, and we thrive on the behind-the-scenes hustle that comes with every new deal.
Consumer Strategic Exits
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2024
Ilegal Mezcal
Food & Beverage
2023
nutpods
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2023
Stone Brewing
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2022
Briogeo Haircare
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2022
Velocity Snacks
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2022
Lily's
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2021
solid gold
Pet Products & Services
2020
Vermont Smoke & Cure
Food & Beverage
2020
Nature's Bakery
Food & Beverage
2020
Sun Bum
Beauty & Personal Care
2019
Lantana Foods
Food & Beverage
2019
Quest Nutrition
2019
Drunk Elephant
Beauty & Personal Care
2019
Perfect Snacks
Food & Beverage
2019
Bare Snacks
Food & Beverage
2018
Health Warrior
Food & Beverage
2018
Justin's
Food & Beverage
2016
babyganics
Beauty & Personal Care
2016
Vega
Health & Wellness
2015
colorescience
Beauty & Personal Care
2014
Mighty Leaf
Food & Beverage
2014
speck
2014
Natural Balance
Pet Products & Services
2013
Pirate Brands
Food & Beverage
2013
Pretzel Crisps
Food & Beverage
2012
Waggin' Train
Pet Products & Services
2010
The VMG Ecosystem at Work
The vibrancy of our ecosystem is never brighter than at our events – where connections come to life and relationships take center stage. We believe these events help drive exits, connect branded consumer businesses and retailers with new distribution, land new B2B customers for our technology portfolio, connect operators with growing portfolio companies, and more. At our events, it's not just about networking; it's about making meaningful, long-lasting connections.
The Future of Frozen
Hispanic Innovators Dinner
Dinner at NOSH Winter
Innovation in Food & Beverage Aisles
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Propelling changemakers toward
their full potential
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