Today, we're diving into the secrets of successful early-stage investments in North American consumer brands with Marcel Bens, CEO of Emil Capital. In this episode, Marcel shares the unique strategy of Emil Capital’s hybrid venture firm, with its sharp focus on 'better-for-you' products and how it bridges the critical investment gap between angel investors and larger private equity firms. We’ll explore how they strategically deploy $1-5 million checks, backed by the rich history of the Tangleman Group, to drive growth and diversification across regions.

Thank you to our Partner –– Propeller Industries https://www.propellerindustries.com/

Propeller Industries is the leading strategic finance and accounting partner for venture-stage companies.

0:00:28 - Why Do Consumers Pay a Premium for High-Quality Products?

0:07:04 - How Is the Investment Deployment Strategy Structured?

0:13:14 - What Are the Opportunities in Better-for-You Products?

0:19:01 - What Are the Market Strategies for Premium Products?

0:25:47 - How to Decode Nutrition Labels for Better Choices?

0:30:37 - How to Select the Right Brands at Conventions?

0:34:48 - How to Identify Niche Emerging Categories?

0:38:37 - How to Invest in Consumer Brands and Tech?

0:48:49 - What Is the Approach to Building a Company Brick by Brick?

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