SAN FRANCISCO - (Business Wire) Demeter Group, an investment bank focused on high growth consumer brands in the food, beverage and beauty industries, served as advisor to San Francisco Equity Partners and Simon Equity Partners on their investments in Yes to Carrots, an innovative, high growth natural personal care company. Both funds participated in a $14 million Series A funding round that Yes to Carrots recently announced it has closed, and which was led by San Francisco Equity Partners.
San Francisco Equity Partners is a private equity firm, and Simon Equity Partners is the private investment arm of the Simon family, founders of Simon Property Group (NYSE: SPG).
“We identified Yes to Carrots as an exciting category innovator last year and were pleased when subsequently both investment firms retained us to advise them on the transaction,” said Jeff Menashe, CEO at San Francisco-based Demeter Group. “Our industry expertise and relationships with the world’s leading masstige and prestige beauty retailers allowed us to fine-tune projections for the company’s multi-channel distribution strategy.”
Yes to Carrots was founded in Israel two years ago by Ido Leffler and Lance Karish, and introduced its products in the U.S. in April 2007 through an exclusive national sales arrangement with Walgreen’s. The company, soon to be headquartered in San Francisco, CA, formulated and markets all-natural products containing Beta-carotene, which is derived from such natural and organic ingredients as carrots and other orange fruits and vegetables. These are combined with detoxifying Dead Sea mud and minerals to create a paraben-free formula that provides a natural glow for skin and hair. Next month, the company is launching product extensions for different skin types.
The new capital will be used to finance the company’s growth, including expanding its management team
The transaction price was not disclosed.
About Demeter Group:
Demeter Group is a San Francisco-based investment bank focused on consumer brands in the food, beverage and beauty sectors. We provide divestiture, acquisition, private placement and valuation advisory services. Our clients are premium and prestige, high growth brands recognized for innovation within their category and the potential for a national or international multi-channel distribution strategy. For more information, see company website at www.DemeterGroup.net.
Demeter Group
Jeff Menashe, 415-632-4400
