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New Fare Partners
Elly Truesdell and Lauren Jupiter's New Fare Partners invests in early-stage food and CPG brands, backed by Truesdell's former Whole Foods sourcing...
New Fare Partners
New Fare Partners operates as an early-stage venture capital firm focused exclusively on the future of food and consumer packaged goods. Founded by former Whole Foods Market global category director Elly Truesdell and investor Lauren Jupiter, the firm emerged from Truesdell's experience identifying emerging brands during her tenure at the retailer, where she evaluated thousands of products annually. The firm's origin ties directly to a structural advantage in sourcing: a network built at the intersection of retail gatekeeping and brand acceleration. The firm invests at the seed and start-up stages, writing initial checks into food, beverage, and consumer health companies. Target categories include better-for-you snacks, functional beverages, and mission-driven pantry staples. New Fare's pipeline benefits from deep relationships with buyers, co-manufacturers, and early-stage founders that Truesdell cultivated during her time as a buyer for Whole Foods' Northeast and Mid-Atlantic regions. The firm's thesis centers on brands that reach consumers through retail channels before pursuing direct-to-consumer scale. Founded in New York, the firm deploys capital primarily across North America. Fund size and deployment totals remain undisclosed as of current public record. The partnership structure pairs Truesdell's operational and sourcing background with Jupiter's financial and strategic expertise, creating a generalist-investor-plus-domain-expert model that the firm positions as a differentiator for founders navigating early retail partnerships. New Fare's architecture differs from a standard venture firm in its sourcing model: the partnership was built explicitly around the thesis that a former category manager from the nation's largest natural-foods retailer sees deal flow invisible to conventional food-tech investors. The firm does not operate a scout network or rely on inbound pitches; it proactively targets brands entering the retail perimeter where Truesdell previously held buying authority.
General information
Firm type
Private Equity
Year founded
—
AUM
Undisclosed
Location
Region
North America
Country
United States
City
New York
Corporate office
New York, NY, United States
Frequently asked questions
What is New Fare Partners' primary investment focus?
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.
Who leads investment decisions at the firm?
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.
How does New Fare Partners source its deals?
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.
Does New Fare operate as a single family office or a venture firm?
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.
What investment stages does New Fare typically target?
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.
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