# New Fare Partners

New Fare Partners is a Private Equity based in New York, United States.

## Overview

- **Organization type:** Private Equity
- **Headquarters:** New York, United States
- **Region:** North America
- **Address:** New York, NY, United States
- **Founded:** 2022
- **Assets under management:** Undisclosed
- **Website:** newfarepartners.com
- **LinkedIn:** https://www.linkedin.com/company/new-fare

## Regulatory record

- **Reports private funds:** No

## About

We are food specialists investing across the value-chain. New Fare invests in early stage food and beverage businesses with distinct value propositions. We prioritize integrity - in people, in process, and in product.

## 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.

## Related profiles

- [New Era Capital Partners](https://altss.com/profile/new-era-capital-partners)
- [NewField Capital Partners](https://altss.com/profile/newfield-capital-partners)

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Last updated: 2026-06-03T20:00:00.000Z

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