Crave Ventures opens with new vision for scaling high-potential CPG brands through unique service-for-equity model

Crave is helping early-stage founders win shelf space, drive demand and raise capital.

CHARLOTTE, N.C., Sept. 16, 2025 /PRNewswire/ -- Crave Ventures today announced its official launch as a service-for-equity, brokerage-backed growth partner for emerging consumer packaged goods (CPG) brands.

The launch comes after a successful multi-month pilot period in which the firm onboarded a small group of hand-selected portfolio brands and pressure-tested its model.

"We aren't building another accelerator or passive investment firm," said Katie Hotze, President of Crave Ventures. "By using advanced techniques, we're expediting the growth of our portfolio brands and bridging the gap between advice and outcomes."

Crave is built like an agency and backed like a VC, surrounding founders with a marketing and creative studio, retail placement experts, a PR team and strategic advisers. At Crave, there are no classes, cohorts or curriculums.

Crave Labs, Crave's in-house agency, amplifies discovery, content and third-party endorsements while partner Alliance Sales & Marketing, the largest natural food brokerage in the U.S., opens doors to retail opportunities typically out of reach for early-stage brands.

"Crave is the continuum I wish had existed for so many breakout products that crossed my desk over the past 20 years at Alliance," said Scott Anderson, founder and CEO of Alliance Sales and Marketing and lead adviser to Crave Ventures. "The CPG playbook has changed, and early-stage founders need an operator partner with skin in the game and a team that has built and led brands to exit."

Crave offers the following program benefits to its portfolio founders:

• Scaling from the inside out. Crave's senior team plans, builds and runs brand, growth and retail programs alongside its portfolio founders.
• Retail access that wins. With Alliance Sales & Marketing, Crave establishes trusted buyer relationships and velocity-minded retail activation.
• AI-driven growth. Crave delivers access to industry-leading tools in retail discovery, reviews, creators, media and sampling.
• Warm investor pathways. Crave accelerates capital readiness and facilitates introductions that convert traction into funding.
• Storytelling that drives behavior change. Crave Labs delivers marketing, branding, creative, media and PR strategies that grow brand equity and market share.

Crave partners with pre-seed and seed-stage CPG brands and co-builds with founders through exit. Applicants are pre-screened for growth potential and vetted via a thorough interview and selection process. The firm accepts applications on a rolling basis.

To learn more about Crave Ventures visit growwithcrave.com.

About Crave Ventures
Crave Ventures is a first-of-its-kind execution and growth partner for early-stage CPG founders. Through its continuum model, the firm invests services for equity in pre-seed and seed-stage brands, unlocking access to world-class marketing, PR, retail, technology and investor networks. Crave meets founders where they are and co-builds with them through exit. Crave is backed by Alliance Sales & Marketing and is advised by industry veteran Scott Anderson.

SOURCE Crave Ventures