VMG backs Sonoma Brands

VMG Partners has invested in Sonoma Brands. Financial terms weren’t announced. Jon Sebastiani, founder of Krave Pure Foods Inc, launched Sonoma Brands, a venture incubator for emerging consumer packaged goods brands, in 2015.


SONOMA, Calif.–(BUSINESS WIRE)–Jon Sebastiani, founder of Krave Pure Foods, Inc. and the creative force behind the acclaimed artisanal jerky brand KRAVE Jerky, today announced the launch of Sonoma Brands. Under his leadership, the new entity will foster the brand-building, innovation and growth of emerging products with existing positioning in health, wellness and food industries. This marks the next step for Sebastiani, following the acquisition of KRAVE Jerky by The Hershey Company in January 2015. Sonoma Brands is backed by a capital investment by VMG Partners, a partnership focused on working with creative and visionary entrepreneurs to support the growth and development of branded consumer product companies.
“The vision of Sonoma Brands stems from my passion for this region that yields extraordinary culinary expertise and an immense network of esteemed chefs and entrepreneurs,” said Founder of Sonoma Brands Jon Sebastiani. “Our goal is to partner with strong, imaginative leaders to push boundaries, invigorate industry categories and differentiate ourselves through our agility in adapting to ever-changing consumer needs.”
“Jon is a thought leader who brings a wealth of experience as both an entrepreneur and as a seasoned business manager,” said Michael Mauzé, Managing Director of VMG Partners. “His unique skillset and expertise in innovative strategy will position Sonoma Brands as a leader in developing and growing emerging CPG brands that deeply resonate with consumers. Brands with a passionate, yet small customer base in the early stages of growth will benefit immensely from his mentorship and counsel.”
The new venture promises to lead the region into further prominence as a hub for food entrepreneurship. Sonoma Brands is well positioned to immediately begin supporting and developing promising small to mid-sized brands with a proven concept of success, an authentic story and a passion for originality. Sebastiani will build management teams in critical areas and work collaboratively to accelerate growth, drive brand awareness and create exceptional strategic value for all stakeholders. Concepts under the Sonoma Brands umbrella are currently in development for launches to begin in the second quarter of 2016.
About Jon Sebastiani
Jon Sebastiani is a graduate of Santa Clara University with a Bachelor’s degree in Economics and holds a dual MBA from the Haas School of Business at UC Berkeley and Columbia University. His expertise in the field has been cultivated through various business pursuits, including his background in operations and previous positions as managing partner of Wines.com, President of the premier California winery destination, Viansa Winery and most recently leading the jerky renaissance as Founder of KRAVE Jerky.
About Sonoma Brands
Founded in 2015, Sonoma Brands is a venture incubator for emerging consumer packaged goods brands that create new and revitalize dormant categories in the industry. Inspired by the heritage of California’s wine country, Sonoma Brands is committed to authenticity, quality and innovation. Led by Jon Sebastiani, founder of artisanal jerky brand KRAVE Jerky, Sonoma Brands seeks to further food entrepreneurship by developing, launching and supporting promising, creative brands. For more information on Sonoma Brands, please visit www.sonomabrands.co.