Denver, Colo. — Mission-driven food startup, reHarvest Provisions announced that it has closed a $1.5M series seed round led by True Wealth Ventures, a seed stage venture firm focusing on women-led companies that are improving human and/or environmental health. Also participating in the round are Flagstaff Ventures, Segal Ventures, Captra Capital, Chicago Early, Dobson Avenue, and CPG focused Angels.
This announcement follows the news that reHarvest Provisions has rebranded from their former name, reBLEND. ReHarvest Provisions’ CEO and Founder Kathryn Bernell recently relaunched her line of upcycled superfood smoothie pops under the ReHarvest Provisions name as the first of an expansive portfolio of better-for-you and better-for-the-planet products. With a mission to deliver crave-able, conscious, and convenient ways to get more whole fruits and vegetables into our diets, the rebrand maintains a commitment to both health and sustainability.
Along with the name change came a package design overhaul showcasing the origins of the ingredients and highlighting reHarvest’s main differentiator – whole upcycled fruits and veggies (versus processed concentrates, purees, flavors, or additives). ReHarvest Provisions will continue to work with manufacturers and farmers to source, purchase, and upcycle unnecessarily discarded and overlooked products and byproducts that would otherwise go to waste.
“We’ve got big plans and lots of work ahead of us,” said Bernell. “I’ve built this company from the ground up and am excited about scaling our momentum into this next chapter of growth. Our rebrand sets the stage for us to be an iconic brand that consumers know and love, and our investment round is fueling our ability to expand our reach while driving meaningful change in consumers’ lives and the food supply chain we rely upon.” Specifically, the capital will support the brand’s key hires, expansion into brick-and-mortar retail, investment in brand amplification, and the innovation pipeline.
“We are so thrilled to be partnering with a powerful female-founded and led brand that is paving the way for the future of food and sustainability,” said Managing Partner of True Wealth Ventures, Kerry Rupp. “We look forward to seeing what’s to come for reHarvest Provisions as they expand their portfolio, increase distribution, and introduce new innovation.”
ReHarvest Provisions pops are currently available on reharvest.co and Amazon, and will soon replace reBLEND on Thrive Market, Imperfect Produce, Misfits, FreshDirect, and Sunbasket.
About reHarvest Provisions
Founded in 2017, reHarvest Provisions is a female-founded and mission-driven company committed to delivering easy ways for consumers to live healthily. ReHarvest Provisions’ first product in their growing portfolio is a line of craveable, conscious, and convenient upcycled superfood smoothie pops made with whole fruits and veggies. reHarvest Provisions has partnered with Kroger’s Zero Waste Fund, Barilla’s Blu 1877 Venture Fund, is sold nationally with Thrive Market, QVC, Fresh Direct, Amazon (one of the top 5 frozen juice brands,) and has been featured in Forbes as one of their Next 1000 startups!
About True Wealth Ventures
True Wealth Ventures is a seed stage venture firm, led by two Austin-based women, Sara Brand and Kerry Rupp. The fund’s focus is on women-led companies improving human and/or environmental health. Their investment thesis is that women-led companies perform better financially, as reported in many studies, yet are an untapped market with less than 2% of venture dollars going to women-led start-ups and approximately 12% to those with a single woman on the founding team in 2020. The firm was selected to the ImpactAssets 50 2021 as an Emerging Impact Manager, a global list of impact fund managers across sectors and asset classes.
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