65: Jon Sebastiani On The Importance of Grit and Passion, The Future Of Grocery Stores, & Sustainable Entrepreneurship 101

Jon Sebastiani is no stranger to the world of entrepreneurship. At the age of 8, Jon got his taste of working as an entrepreneur on his family’s vineyard in Sonoma Valley, founded in 1894 as one of the wine region’s first vineyards. He continued to work on the business side of the family brand throughout his 20s and early 30s, until the company was sold in 2005. After a self-proclaimed identity crisis of sorts, Jon shifted his focus to his own health, which led him to run in the New York City Marathon, and shortly after, put him on the fast track to launching a jerky brand, KRAVE.

Now, his passion for wellness influences the majority of his business endeavors as founder of Sonoma Brands, one of the most well-respected and innovative venture capitalist firms in natural consumer packaged goods right now, with investors in wellness favorites like Hu Kitchen and True Botanicals.

In this episode, we trace Jon’s entrepreneurial spirit from his beginning wine days to the genesis of Sonoma Brands, the trend of mission-driven food companies, and how he uses his savvy business chops to tap into the heart of the wellness industry and introduce products that are bold and accessible to all. We also talk about the tough side of family business, what it was like to sell his company to Hershey, and how to elevate classic, old-fashioned snacks with a modern twist to the masses with health, innovation, and wellness in mind.

If you’re curious about the future of small food brands, the tricky business of wellness and fast trends, and how to combine grit and passion as an entrepreneur, this episode’s the one for you. Enjoy!

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