Why We Invested in Tiny Organics
Written by: Carolina Galdiz
Chingona Ventures is proud to have been an early investor in Tiny Organics, a mom-founded company, whose mission is to build lifelong adventurous eaters from the start. Since 2019, we have loved partnering with this amazing brand led by proven, dedicated, badass women and wanted to extend our congratulations to Betsy, Sofia and the entire Tiny Organics team for closing their Series A round!
From the beginning, we’ve had conviction in these second-time founders, been excited by their early traction, and felt a strong connection to what they’re building. As investors, we’re not always the end consumers of the products we believe in; it’s special when we get to experience the magic of what we are helping grow first hand. We were excited to be customers of Tiny and even leveraged Samara’s son, Santi, for due diligence!
As more parents balance work outside the home with caregiving, the value of convenient, safe, nourishing, and reliable food cannot be overstated. We have been alarmed by the recent reports put out by the FDA and WHO, exposing dangerous levels of metal in many grocery store baby foods. In only offering real, whole foods, freshly cooked and fresh-frozen, Tiny Organics is a safer and more nutritious alternative to the highly processed traditional baby and toddler food offerings. We saw this as an opportunity to invest in a segment that would improve the lives of families and offer them peace of mind and had previously received limited attention as well as dollars from the VC community.
Additionally, our own interest in health and wellness drew us to the Company’s European-inspired baby-led weaning which skips spoon feeding in favor of allowing children to feed themselves. This helps develop dexterity and motor skills, encourages children to adjust portion sizes to match their hunger level, and fosters a healthy and positive relationship with food. From a market dynamics perspective, we, like their early customers, liked the subscription and delivery business model, and projected growth for the organic baby food industry as a whole. Further, we were bullish due to 70%+ retention rates, and ripe opportunities to both grow LTV through product expansion and scale through partnering with businesses in other child-focused industries. Through partnerships with awesome brands like Lovevery and Babylist, they have been able to reach and serve even more families.
Finally, when it comes to consumer brands, Chingona Ventures likes to co-invest with consumer-focused VCs. In this case, we were excited to share the table with Elizabeth Street (an investor in the Museum of Ice Cream), Human Ventures and Rocana Ventures. Through weekly meetings and involvement on the board, Chingona Ventures has leveraged our sales and marketing expertise as well as our personal experience as customers to add a unique perspective to the company and the Board. Since investing, the team has seen over 300% increase in gross revenue, and over 10x increase in active buyers.
We are so excited about this next stage in the Company. Congrats again to the entire Tiny Organics team!
