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VMG Partners company logo
Private Equity
FINANCE | Investment Firms & Funds
vmgpartners.com

Investments

53

Portfolio Exits

23

Funds

9

Partners & Customers

3

Service Providers

1

About VMG Partners

VMG Partners is focused solely on partnering with entrepreneurs and managers to support the growth and strategic development of branded consumer products companies in the lower middle market. The firm targets industries in food, beverage, wellness, pet products, personal care, and household products brands. The firm was founded in 2005 and is based in San Francisco, California.

Headquarters Location

39 Mesa Street Suite 310

San Francisco, California, 94129,

United States

415-632-4230

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Expert Collections containing VMG Partners

Expert Collections are analyst-curated lists that highlight the companies you need to know in the most important technology spaces.

Find VMG Partners in 1 Expert Collection, including Food & Beverage .

F

Food & Beverage

123 items

Latest VMG Partners News

Fifteen Percent Pledge Turns 3: Founder Sets $14B Goal And Launches New Fund For Black Founders

Jun 23, 2023

The Fifteen Percent Pledge was launched three years ago by creative director, activist and fashion designer Aurora James to urge major retailers and corporations to commit 15% of their shelf space to Black-owned businesses. Since then, more than 625 Black-owned businesses have developed business relationships with 29 companies across three countries that have taken the pledge such as Ulta, Sephora, Vogue, Macy’s and Old Navy . Now, to mark its third anniversary, the Pledge has set its sights even higher,  with hopes of Black entrepreneurs driving  $1.4 trillion of wealth generation by 2030, increasing Black business representation by 14.6%. She has also partnered with private equity firm VMG Partners to launch a new venture capital fund for Black founders. Following the murder of George Floyd in May 2020, many were underwhelmed by corporations’ pledges for diversity and their anti-racist donations. James was included in this group and went to her Instagram to share her frustration and call out to the world’s largest retail brands. Tagging the brands in her post, she wrote “Here is one thing you can do for us.” “I am asking you to commit to buying 15% of your products from Black owned businesses… we represent 15% of the population and we need to represent 15% of your shelf space.” s Her message did not go unseen and was shared across the Internet, which saw her interviewed on CNN that same week. The request turned from an Instagram post into a racial and economic justice nonprofit organization and a global movement, now known as the Fifteen Percent Pledge. “It’s really about continuing to build on what we’ve already started and taking it to the next level,” said James . “There’s been so much progress made, but there’s still work to do.” Launching A Fund for Black founders Following this, on Juneteenth this year, James launched the Friends and Family Collective . In partnership with private equity firm VMG Partners, the collective hopes to tap into an $850 million VC fund, focusing on founders of Black-owned businesses. Last year, only 1 % of all venture capital went to Black-owned companies. “People in private equity and venture capital are making bets on founders that they feel are going to be successful. But there’s a lot of unconscious bias in that process,” James told Fast Company . “If Mark Zuckerberg or Larry Page is their archetype of a successful founder, where does a Black founder fit in?” James is now focused on finding businesses that already have a proven track record, but are at a point when they are ready for some growth.

VMG Partners Investments

53 Investments

VMG Partners has made 53 investments. Their latest investment was in Rinsed as part of their Series B on April 4, 2023.

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VMG Partners Investments Activity

investments chart

Date

Round

Company

Amount

New?

Co-Investors

Sources

4/25/2023

Series B

Rinsed

$20M

Yes

5

4/4/2023

Seed VC

Treat

Yes

1

2/28/2023

Series A - II

Mantra Health

$5M

No

7

9/29/2022

Series A - II

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$99M

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10

8/10/2022

Series C

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$99M

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10

Date

4/25/2023

4/4/2023

2/28/2023

9/29/2022

8/10/2022

Round

Series B

Seed VC

Series A - II

Series A - II

Series C

Company

Rinsed

Treat

Mantra Health

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Amount

$20M

$5M

$99M

$99M

New?

Yes

Yes

No

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Co-Investors

Sources

5

1

7

10

10

VMG Partners Portfolio Exits

23 Portfolio Exits

VMG Partners has 23 portfolio exits. Their latest portfolio exit was The Pill Club on June 13, 2023.

Date

Exit

Companies

Valuation
Valuations are submitted by companies, mined from state filings or news, provided by VentureSource, or based on a comparables valuation model.

Acquirer

Sources

6/13/2023

Asset Sale

$99M

5

4/20/2023

Acq - Fin

$99M

2

4/29/2022

Acquired

$99M

1

3/11/2022

Acquired

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$99M

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10

5/18/2021

Acquired

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$99M

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10

Date

6/13/2023

4/20/2023

4/29/2022

3/11/2022

5/18/2021

Exit

Asset Sale

Acq - Fin

Acquired

Acquired

Acquired

Companies

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Valuation

$99M

$99M

$99M

$99M

$99M

Acquirer

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Sources

5

2

1

10

10

VMG Partners Acquisitions

7 Acquisitions

VMG Partners acquired 7 companies. Their latest acquisition was Quest Nutrition on May 09, 2015.

Date

Investment Stage

Companies

Valuation
Valuations are submitted by companies, mined from state filings or news, provided by VentureSource, or based on a comparables valuation model.

Total Funding

Note

Sources

5/9/2015

$99M

Acq - Fin

1

12/4/2013

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$99M

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10

11/1/2011

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$99M

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10

11/18/2008

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$99M

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10

1/1/2008

Other

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$99M

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10

Date

5/9/2015

12/4/2013

11/1/2011

11/18/2008

1/1/2008

Investment Stage

Other

Companies

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Valuation

$99M

$99M

$99M

$99M

$99M

Total Funding

Note

Acq - Fin

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Sources

1

10

10

10

10

VMG Partners Fund History

9 Fund Histories

VMG Partners has 9 funds, including VMG Partners V.

Closing Date

Fund

Fund Type

Status

Amount

Sources

3/4/2021

VMG Partners V

$871.2M

2

7/24/2019

VMG Catalyst I

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$99M

10

7/28/2017

VMG Partners IV

$99M

10

7/11/2017

VMG Equity Partners IV

$99M

10

7/11/2017

VMG Coinvestment Fund II

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$99M

10

Closing Date

3/4/2021

7/24/2019

7/28/2017

7/11/2017

7/11/2017

Fund

VMG Partners V

VMG Catalyst I

VMG Partners IV

VMG Equity Partners IV

VMG Coinvestment Fund II

Fund Type

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Status

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Amount

$871.2M

$99M

$99M

$99M

$99M

Sources

2

10

10

10

10

VMG Partners Partners & Customers

3 Partners and customers

VMG Partners has 3 strategic partners and customers. VMG Partners recently partnered with Ancient Nutrition on January 1, 2019.

Date

Type

Business Partner

Country

News Snippet

Sources

1/14/2019

Partner

United States

Ancient Nutrition Names Greg Shearson as CEO, Adding to Leadership Team of Founders Jordan Rubin and Dr. Josh Axe

Shearson 's relationship with Ancient Nutrition began as a part of the company 's Ancient Pioneer investor network created through a partnership with VMG Partners .

2

10/30/2018

Partner

China

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10

9/18/2018

Partner

United States

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10

Date

1/14/2019

10/30/2018

9/18/2018

Type

Partner

Partner

Partner

Business Partner

Country

United States

China

United States

News Snippet

Ancient Nutrition Names Greg Shearson as CEO, Adding to Leadership Team of Founders Jordan Rubin and Dr. Josh Axe

Shearson 's relationship with Ancient Nutrition began as a part of the company 's Ancient Pioneer investor network created through a partnership with VMG Partners .

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Sources

2

10

10

VMG Partners Service Providers

1 Service Provider

VMG Partners has 1 service provider relationship

Service Provider

Associated Rounds

Provider Type

Service Type

Counsel

Service Provider

Associated Rounds

Provider Type

Counsel

Service Type

Partnership data by VentureSource

VMG Partners Team

13 Team Members

VMG Partners has 13 team members, including current Founder, Managing Director, David G. Baram.

Name

Work History

Title

Status

David G. Baram

Founder, Managing Director

Current

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Name

David G. Baram

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Work History

Title

Founder, Managing Director

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Status

Current

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