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How Top VCs Actually Pick Winning CPG Brands - Chris Wilkerson 51 Ventures
Most founders think raising more money is the goal. It’s not.
In this episode, I sit down with Chris to break down what’s actually happening inside CPG right now — from equity deals that don’t make sense anymore, to why smart brands are shifting toward new financing models to scale faster without giving everything away.
Chris went from a college athlete with zero experience to building a 7-figure business, stacking advisory equity across dozens of startups, and eventually launching a VC fund investing in the future of health, wellness, and CPG.
We get into:
Why most founders misunderstand funding
What investors actually look for
The shift from equity → smarter capital
How brands are scaling retail without getting crushed on cash flow
And where CPG is heading over the next 5–10 years
If you're building a brand, raising capital, or trying to understand how this game really works — this is the conversation you want to hear.
Connect with Chris:
- https://www.linkedin.com/in/chriswilkerson51/
- https://chriswilkerson.beehiiv.com/p/the-first-time-i-have-ever-written-this
- https://51ventures.vc/
✅ Elevate your brand’s Email & SMS marketing: https://breadloaf.typeform.com/to/rotiGDm7?typeform-source=www.youtube.com
🚀 Discuss your growth strategy: https://calendly.com/markmilutin/retention-audit-kick-off?month=2025-02
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By Mark MilutinMost founders think raising more money is the goal. It’s not.
In this episode, I sit down with Chris to break down what’s actually happening inside CPG right now — from equity deals that don’t make sense anymore, to why smart brands are shifting toward new financing models to scale faster without giving everything away.
Chris went from a college athlete with zero experience to building a 7-figure business, stacking advisory equity across dozens of startups, and eventually launching a VC fund investing in the future of health, wellness, and CPG.
We get into:
Why most founders misunderstand funding
What investors actually look for
The shift from equity → smarter capital
How brands are scaling retail without getting crushed on cash flow
And where CPG is heading over the next 5–10 years
If you're building a brand, raising capital, or trying to understand how this game really works — this is the conversation you want to hear.
Connect with Chris:
- https://www.linkedin.com/in/chriswilkerson51/
- https://chriswilkerson.beehiiv.com/p/the-first-time-i-have-ever-written-this
- https://51ventures.vc/
✅ Elevate your brand’s Email & SMS marketing: https://breadloaf.typeform.com/to/rotiGDm7?typeform-source=www.youtube.com
🚀 Discuss your growth strategy: https://calendly.com/markmilutin/retention-audit-kick-off?month=2025-02