Organic baby food startup Amara raised $2 million in a seed round to expand its reach:
... [+]There’s no shortage of competition in the burgeoning organic baby food business, but Jessica Sturzenegger, the 30-year-old CEO of San Francisco-based
clearly has that optimism gene all good entrepreneurs possess. She is betting her newbie brand, which she developed with cofounder and chef Vicki Johnson, offers consumers something special.appealing to Millennial parents, her line of fresh, plant-based baby food is free of preservatives, GMOs and additives. But unlike its competitors, the meals, which come in powder form, are also shelf-stable, requiring no refrigeration or freezing. That makes them easy to store and to carry on the go.
“For me, it’s important we’re not a niche brand,” Sturzenegger tells me. “Everybody deserves access to better food.” The products first launched in Whole Food Market’s northern California region in 2017. Sturzenegger expanded its distribution from 100 to 1,000 stores, including some Targets, in 2019 alone, but the company couldn’t cope with all the demand. “We realized we couldn’t just grow organically. People were paying attention to the category and we had so many people reaching out we couldn’t keep up with production,” she says.
That could soon change. The three-employee company will announce today that it has raised more than $2 million—the round was slightly over-subscribed and some investors had to be turned away. The investors in the seed round include the ex-chairman of Hershey’s CPG conglomerate, health and beauty e-commerce distributor Pharmapacks and Moses Ventures, the Connecticut-based investment fund started by Danny Moses.
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