New Fare Partners

The firm concentrates on seed and early-stage companies in food, beverage, and consumer packaged goods. Its portfolio targets better-for-you snacks, functional beverages, and mission-driven brands that reach consumers primarily through retail channels. The firm's thesis reflects Truesdell's experience identifying emerging brands during her tenure at Whole Foods Market.

Elly Truesdell and Lauren Jupiter co-found and lead the firm. Truesdell previously served as a global category director at Whole Foods Market, where she was responsible for discovering and scaling brands including Halo Top and RXBAR. Jupiter brings investment and strategic operating experience to the partnership. Investment decisions are made jointly by the co-founders.

The firm's sourcing model derives from Truesdell's former role as a national buyer for Whole Foods, which gives the partnership visibility into emerging brands entering retail distribution well before they appear on conventional venture radars. The firm does not rely on a scout network or open inbound pitch process; it proactively targets founders navigating early retail shelf placement.

New Fare Partners is structured as an asset manager, specifically an early-stage venture capital firm. It is not a family office. It raises discretionary fund vehicles from external limited partners to invest in food and consumer packaged goods companies.

The firm targets seed and start-up stages. Initial checks are written into companies that typically have early retail traction or are preparing for their first national retail expansion. The firm does not publicly disclose later-stage or growth-equity activity.