This Bar Saves Lives
All rules are meant to be broken. I have been extremely disciplined about the financial aspect of my thesis. I have invested in many verticals but the financial aspect is consistent each time.
Last year I met Paul Yoo, the CEO of This Bar Saves Lives. He came on to run the company after being the head of Biz Dev for Honest Company and before that a consultant at McKinsey and an attorney. An interesting background. The company was valued at a price that I never enter but never say never.
So why? The bar tastes good and I really like the companies mission. See everything that they have accomplished above. The CPG space is a tough one and there is no doubt that investing in these businesses at later stages have a much higher chance of success. Everything just made sense and so I broke the rule. Who knows, perhaps 2019 will be the year I start to break more of them.