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§ Venture Capital · USA
Venture capital firm investing in and advising US-based consumer brands, focused on food & beverage and health & wellness.
Key people at Consumer Ventures.
Consumer Ventures is a Chicago, Illinois-based venture capital firm that invests in and advises early-growth consumer brands generating between $500,000 and $10 million in annual revenue. Formerly operating under the name CompanyFirst, the firm targets United States-based companies across the food and beverage, health and wellness, personal care, apparel, and pet product sectors. The firm typically writes initial check sizes ranging from $500,000 to $1 million to provide operational support and capital for scaling direct-to-consumer and consumer packaged goods businesses. To date, the firm has completed six total investments and recorded two portfolio exits, including its participation in the September 2022 Series A funding round for sparkling water brand Aura Bora. Aura Bora subsequently represented one of the firm's successful exits when it was acquired by NextinNatural in February 2025. The firm was founded by Jason Starr.
Consumer Ventures is a Chicago-based venture capital firm focused on investing in and building the next generation of consumer brands, products, retailers, and technologies that enhance the consumer experience. Their mission centers on creating compelling brands that emotionally connect with consumers by backing passionate entrepreneurs with big ideas and clear execution plans. They invest primarily in US-based companies across multiple growth stages, often starting at Series A, with a focus on sectors such as food and beverage, wellness, personal care, apparel, children’s and pet products, and retail tech. Consumer Ventures emphasizes sustainable growth over chasing unicorn status and provides hands-on support through a cross-functional team with deep expertise in finance, strategy, marketing, and operations[1][2][3].
Founded by Jason Starr, who brings over two decades of experience spanning operations, technology, venture capital, and private equity, Consumer Ventures (formerly CompanyFirst) evolved from his prior role managing investments at CircleUp in San Francisco. The firm was established to focus on underrepresented and underestimated consumer sectors and regions, aiming to empower diverse entrepreneurs and build great businesses with lasting impact. Jason’s background as an operator-investor hybrid shapes the firm’s hands-on, operator-first investment approach[1][3][2].
Consumer Ventures rides the trend of rising consumer demand for innovative, authentic, and mission-driven brands that resonate emotionally with buyers. The timing is favorable given the growth of direct-to-consumer (D2C) models, wellness and lifestyle sectors, and tech-enabled retail experiences. Market forces such as increased consumer awareness, digital commerce expansion, and a shift toward sustainable and socially responsible products align with their investment thesis. By supporting underrepresented entrepreneurs and sectors, Consumer Ventures influences the ecosystem by broadening access to capital and operational expertise in consumer innovation[1][2].
Looking ahead, Consumer Ventures is positioned to deepen its impact by continuing to back emerging consumer brands that combine strong fundamentals with social and environmental consciousness. Trends like personalized wellness, sustainable products, and tech-enabled shopping experiences will likely shape their portfolio evolution. Their operator-investor hybrid model and commitment to reinvesting in successful companies suggest a growing influence in shaping the future consumer landscape. As consumer preferences evolve, Consumer Ventures’ hands-on approach and network will be critical in helping startups scale effectively and sustainably[1][2][3].
Key people at Consumer Ventures.
Consumer Ventures has 14 tracked investments across 11 companies. The latest tracked deal is $15.0M Series B in Arcadia Data in October 2018.
