# Sonoma Brands Capital

Sonoma Brands Capital is a Private Equity based in Sonoma, United States.

## Overview

- **Organization type:** Private Equity
- **Headquarters:** Sonoma, United States
- **Region:** North America
- **Address:** Sonoma, CA, United States
- **Founded:** 2015
- **Assets under management:** Undisclosed
- **Website:** www.sonomabrands.com
- **LinkedIn:** https://www.linkedin.com/company/sonoma-brands

## Regulatory record

- **CRD number:** 296285
- **SEC file number:** 801-119128
- **Registration status:** APPROVED
- **Latest Form ADV filing:** 2026-03-30T05:00:00.000Z
- **Reports private funds:** Yes
- **Private funds reported:** 0
- **IAPD record:** https://adviserinfo.sec.gov/firm/summary/296285

## About

Sonoma Brands Capital is an SEC-registered investment adviser in Sonoma, CA, registered since 2020. The firm manages approximately $382 million in regulatory assets. It has 6 employees and 5 investment advisers.

## Sectors

- Food & Beverage
- Beauty
- Personal Care & Wellness
- Pet
- Home & Lifestyle
- Consumer Services

## People

- Jon Sebastiani — Founder & Managing Partner
- Kevin Murphy — Managing Director
- Shahir Amin — Managing Director

## Questions

### Who runs investment decisions at Sonoma Brands Capital?

Founder and Managing Partner Jon Sebastiani leads all aspects of the firm's investment strategy and portfolio company management. He is supported by Managing Directors Kevin Murphy and Shahir Amin, who are actively involved in sourcing, diligence, execution and portfolio oversight. Investment decisions are made by this core team, with board-level participation standard for portfolio companies.

### How does Sonoma Brands Capital source proprietary deal flow?

The firm sources through a founder-to-founder network anchored by Jon Sebastiani's experience building and selling KRAVE Pure Foods to Hershey. Operating partners like Katherine Power — who launched three Sonoma portfolio brands — provide additional origination capacity. The team's blend of institutional investors (Encore Consumer Capital, UNC Management Company) and operators gives them reach into both branded consumer circles and intermediated private equity deal pipelines.

### What investment stages does Sonoma Brands Capital typically target?

The firm targets growth-stage consumer businesses generating at least $5 million in revenue — a threshold that filters for companies with established product-market fit and initial retail traction. Investments can span early-stage scaling through late-stage expansion, though all fall within the firm's core consumer packaging and brand verticals.

## Related profiles

- [Sonoco Products Company Master Trust](https://altss.com/profile/sonoco-products-company-master-trust)
- [Sonoma County Employees' Retirement Association](https://altss.com/profile/sonoma-county-employees-retirement-association)

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

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