3 Things That Impress CPG Investors

Here’s what to know when fundraising in this space.

By Jason Feifer | Mar 10, 2026

This story appears in the March 2026 issue of Entrepreneur. Subscribe »

So you have an amazing idea for a product or Consumer Packaged Goods (CPG) company. Once you have your business plan, it’s time to start fundraising. Here’s what to keep in mind when you approach investors in this space.

How to Find Investors

Fundraising is about fit, not volume. Look for investors who care about your category, your mission, or have backed similar brands. CPG-specific funds, local angels, and alumni networks are gold mines.

Do your homework
Research each investor’s portfolio, thesis, and recent deals — so that when you reach out, you can show why your brand is a fit for what they already love.

Tap your network
Use LinkedIn, cold emails, and warm intros to get in front of the right people. Don’t be shy about asking for introductions at events or through mutual connections.

Quality over quantity
A list of 20 well-matched investors beats 200 random names. The more targeted your list, the higher your hit rate—and the better your fundraising experience.

The Top 3 Things Investors Look For

VCs used to invest in CPG brands, thinking they could achieve the same exponential growth as tech startups. But no more. Today’s CPG-focused investors want to see profitability — and a model that doesn’t require a ton of capital.

Here’s how to prove you’ve got the stuff, according to Grace Gould of Touch Capital.

Your team.
“No matter how good your product is, the right team is so important,” Gould says. There will be pitfalls and challenges; no way around it. But where a subpar team will struggle, a strong team can often find a way to succeed.
Your growth potential.
In other words: How much market demand is there, and how will you capture it? This is about showing a potential for fast growth and a big exit.
Your numbers.
“CPG investors want to understand your economics and profitability,” Gould says. They want to be sure their investment is enough to carry you through.

The best rule for friends and family

Raising from people who love you? Whatever they want to invest, only accept half of that.

That’s a rule from investor Ankit Agarwal, who’s also building a charcuterie company called HappyBoards.

Let’s say a friend or family member wants to invest $10,000. Agarwal will say, “I only want $5,000.” When they ask why, he’ll say, “Because you won’t be as mad at me if we lose it. And if we make a ton of money, I would rather deal with the problem of you saying, ‘I wish I invested more.’”