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Elly Truesdell
Founder and Managing Partner of New Fare Partners
Elly Truesdell is a prominent figure in the food and beverage industry with extensive experience in brand development, product innovation, and venture capital. Here's an overview of her career and current roles:
Career Highlights
Whole Foods Market:: Elly served as the Global Director of Local Brands & Product Innovation at Whole Foods Market for nearly a decade.1 In this role, she played a crucial part in driving the growth of the natural and organic food industry and helped launch many of today's well-known consumer brands.
Almanac Insights:: She was a Partner at Almanac, a venture fund focused on investing in food and beverage companies.46
New Fare Partners:: Currently, Elly is the Founder and Managing Partner of New Fare Partners, a venture capital firm she co-founded with Hallie Bonnar.23 New Fare Partners focuses on investing in early-stage food and beverage businesses.
Other Ventures
- Co-founder of Made by Nacho, a premium pet food brand created in collaboration with chef Bobby Flay.13
- Former operator of Canopy Foods, a food private label and co-packing business.3
Education and Board Positions
Elly holds a B.A. in Media Studies from the University of Virginia.15 She sits on the boards of several companies, including:
- Made by Nacho
- Foxtrot
- Tacombi
- Wellness in the Schools1
Investment Approach
At New Fare Partners, Elly and her team focus on investing in brands that cater to the modern eater and evolving American palate.1 Their portfolio includes companies like Omsom, Actual Veggies, Tacombi, and Foxtrot.2
Elly's extensive experience in the food industry, from her time at Whole Foods to her current role in venture capital, has positioned her as a valuable advisor and investor for emerging food and beverage brands.
Highlights
Amazing. Such a fan of this company - Too Good To Go - and so impressed by their growth over the past few years. Nationwide rollout with Whole Foods Market today (450 stores!). If you haven't heard of the platform, try it. Huge $$ savings and all in an effort to reduce food waste.
Congrats Lucie Basch (thanks for original intro Nicolas Jammet). Great piece Gabriela Barkho Modern Retail.
This is big time.
Walmart just announced a #privatelabel lined called “Bettergoods” described as an “elevated experience that delivers quality, unique, chef-inspired food at an incredible value”.
This isn’t your run of the mill #PrivateLabel brand (which already have hit record growth numbers in recent years and represent 20.7% of #grocery industry unit sales today).
The line of over 300 products hit three categories:
🧑🏼🍳 Culinary experiences 🌱 Plant-Based ⛔️ “Made Without”
(Has Walmart been studying the New Fare thesis? 😎).
This type of launch shows Walmart is paying attention and by developing a unique white label that isn’t solely competing on price, but delivering a specific #experience driven by consumer-driven preferences, proves what Americans expect from their food today. Better Goods.
New Fare Hallie Bonnar Jaewon Kang Jesse Newman Whole Foods Market
#cpgindustry #cpgbrands #retail #consumer #grocery
