Private Equity Deals with Capital Allocators

Hometown Food Company – Henk Hartong III (Brynwood Partners), (S3.EP.07)

Nov 29, 2023

Henk Hartong III, Chairman and CEO of Brynwood Partners, discusses the creation and performance of Hometown Food Company, the impact of COVID-19, tuck-in acquisitions, expansion of the Funfetti brand, marketing shifts, digitalization, acquisition strategies in the food industry, navigating COVID-19 challenges, and decision-making during uncertain times.

40:07

Episode guests

Henk Hartong III

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Quick takeaways

Hometown Food Company, acquired by Brynwood Partners, successfully navigated the challenges of the COVID-19 pandemic and achieved significant growth.

Brinwood optimized Hometown Food Company's supply chain, expanded product offerings, and prioritized effective marketing strategies to solidify a strong market position.

Deep dives

Overview of Private Equity Deals Season 3

Season 3 of Private Equity Deals focuses on the middle market businesses, which make up a significant portion of the US private equity deal value. The podcast aims to offer insights into the middle market through a selection of deals and interviews. The show explores the combination of operational and investment skills employed by firms like Brinwood Partners to accelerate performance.

Introduction

4min

Investment Style and Acquisition of Hometown Foods

15min

Introducing and Expanding the Funfetti Brand: A Fast-Paced Approach to New Product Development

2min

Marketing Shifts, Digitalization, and Warehouse Optimization

2min

Acquisitions and Integration Strategies in the Food Industry

4min

Optimal Capital Structure, Navigating COVID-19, and Partnership with Retailers

2min

Navigating Uncertainty

10min

Henk Hartong III is the Chairman and CEO of Brynwood Partners, a middle-market private equity firm that invests in U.S. consumer-oriented businesses, primarily in the food, beverage, and personal care sectors. Henk’s father established Brynwood in 1984, and the firm boasts an impressive forty-year track record of driving results through its hands-on operating expertise.

Hometown Food Company is a manufacturer and marketer of an iconic portfolio of American baking brands that includes Pillsbury, Funfetti, Hungry Jack, Martha White, White Lily, Jim Dandy, Arrowhead Mills, Sunspire, De Wafelbakkers, and Birch Benders.

Our conversation covers the creation of Hometown in 2018 through a carve-out from Smuckers, buildout of a new management team, systems, and supply chain, management of the business through the COVID pandemic, tuck-in acquisitions, and the resulting performance of the company.

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Private Equity Deals with Capital Allocators

Hometown Food Company – Henk Hartong III (Brynwood Partners), (S3.EP.07)

Episode guests

Podcast summary created with Snipd AI

Quick takeaways

Deep dives

Overview of Private Equity Deals Season 3

Hometown Food Company - A Carve-out Acquisition

Integration, Supply Chain, and Innovation

Challenges Faced and Future Outlook

Remember Everything You Learn from Podcasts