A food revolution has begun
S2G is investing in it
Seed 2 Growth (S2G Ventures) is a multi-stage venture fund investing in transformative food and agriculture companies
whose products and services meet shifting demands for healthy, sustainable, and local food.
Through the deployment of capital and the application of industry knowledge and networks,
S2G Ventures empowers innovators to launch and scale the next generation of world-class food and agriculture companies.
We take a “soil to shelf” systems
approach to investing
Infrastructure & Logistics
IT & Hardware
Retail & Restaurants
S2G looks for companies that can take leadership positions in emerging and fast growing sectors in food and agriculture. Our investments span companies delivering solutions across the system, from production to access to demand. S2G makes investments uniquely from “soil to shelf “ finding the inflection points where innovation and capital can better align the food system to meet consumer demands.
We empower dynamic entrepreneurs
S2G's portfolio companies are innovators with big ideas
that are first movers, disrupters, and best in class.
Real meat products made from plant protein
Leading maker of yogurt and other dairy products made from 100% grass-fed organic milk
An online marketplace and data subscription service for stakeholders in organic, non-GMO, and other identity commodities
Better farming through better soils
Revolutionary ingredient company that improves the taste and functionality of stevia, coffee and cacao
Leading brand of live and fresh cut herbs grown year round in greenhouses and controlled environment farms
Integrated on-line/mobile app that connects consumers to food that best aligns to their health and wellness goals
Fast casual restaurants for healthy and delicious food
Victor E. Friedberg
Co-Founder and Managing Director
In co-founding S2G, I’ve brought together two personal passions: food and innovation. On a trip in 2009 to Spain, I went to the Central Market in Valencia and discovered that the food I’ve been eating in the USA is a mere shadow of what real food actually tastes and feels like. I wondered why. The answer: our food system wasn’t designed to produce healthy food, it was designed to create plentiful, cheap and convenient food.
So how can we change the food system into a better one? For me the answer is investment and innovation.
In my role as Managing Director at S2G, I look for mission-aligned innovative companies that have a big idea, passionate founders/management, and tailwinds. I help to capitalize and guide those companies to achieve scale and success.
I enjoy helping to build and lead the S2G team, which is singularly poised to help transform the food system.
As Managing Director, I am active in developing investments and managing portfolio companies. I have over 15 years of experience in sourcing, executing, managing and governing venture and private equity investments.
I began investing in the food and agriculture sectors in 2003 as a co-founder of the life sciences practice of the IFC, the $20 billion private investment arm of the World Bank. My previous investment roles include CLSA Capital Partners, Global Environment Fund, World Bank Group’s IFC and JPMorgan.
In addition to serving on the boards of several S2G portfolio companies, I also serve on the investment committee of Bamboo Finance and a variety of advisory boards related to impact investing and the agriculture
and water sectors .
I am a graduate of the London School of Economics and Political Science.
I have long been passionate about helping early stage and emerging companies. Inspired by my daughters’ future (and frankly the financial opportunities), I have lately focused on using business innovations to find solutions to the most urgent environmental and societal problems we face. I joined S2G because it is a unique opportunity to help reimagine our food system while also mitigating climate change and adapting its changes ahead. I look to contribute my operating experience and previous work with entrepreneurs to the tremendous team, portfolio, resources and networks that S2G has brought already together. As a long-distance runner and former Army Ranger, I have learned about the importance of healthy nutritious food and optimal human performance. As a father and a citizen, I am determined to help democratize food so that everyone has equal access to the nutrition they need to reach their physical and mental potential in life. I am excited about the impact that S2G can have as we help enable the visionary entrepreneurs that will feed our growing population and preserve the environment for current and future generations.
I have founded, advised, invested in, or been a director in over 30 companies, including being the founder and former CEO of OpenTable, (NASDAQ:OPEN), the founding Chairman of GrubHub NYSE (GRUB), and advisor and mentor to Braintree Payment Systems and Cleversafe, and as acting Chairman of Impact Engine, a venture accelerator and seed fund focused on businesses that help address social and environmental issues as part of their core business model. Most importantly, I have an amazing wife and two awesome little girls.
I am a Principal at S2G Ventures. My efforts are focused on sourcing and evaluation of potential investment opportunities, and contribution to business development efforts of portfolio companies. I see material opportunity for investment in the food system through a broad, system based approach. As consumers continue to drive change in favor of foods that are healthier for them and for the environment, S2G finds itself suited to developing unique strategic insights that can accelerate this change and generate value for portfolio companies. I am particularly excited to be involved in this process and help direct capital into strategies that create positive outcomes for the system as a whole.
Before joining S2G Ventures, I was an investment banking Associate at Perella Weinberg Partners in New York focused on M&A and restructuring transactions across a range of industries. Prior to that role, I was a securities attorney in the Funds, Regulation, and Equity Derivatives practice at Cadwalader, Wickersham & Taft, LLP in New York. I have an MBA from The University of Chicago Booth School of Business, a J.D. from New York University School of Law, and a B.S. in Mechanical Engineering from the
University of Michigan.
I am an Associate at S2G Ventures. My responsibilities include the research, evaluation and execution of potential investments. I am personally interested in the intersection of quality, efficiency and sustainability in the food industry with a particular passion for fresh ingredients and inventive restaurant concepts. As the world is experiencing rapid changes in demand, supply, and distribution of resources, I am excited and inspired to be part of a team helping to accelerate this change by providing capital to innovative and disruptive companies in food from “soil to shelf.”
Before joining S2G Ventures, I was a consumer investment banking Analyst at Robert W. Baird & Co. in Chicago. In this role, I focused on sell-side M&A execution as well as equity offerings for public and private companies across a wide range of consumer segments. I graduated from Indiana University with a B.S. in Finance and International Business.
As the Operations Manager at S2G Ventures, I am directly responsible for S2G’s daily operations. Within this role, I establish processes and policies to which our employees adhere, and I also maintain and improve both our operational and administrative systems. I am passionate about living a healthy lifestyle and increasing access to organic foods. I am enthusiastic about S2G’s mission to establish itself as a powerful catalyst for positive change within the food system.
Prior to joining S2G Ventures, I served as an executive assistant at both the Pritzker Family Office and Diversified Financial Management Corporation. Within these roles, I specialized in insurance and risk management, private equity, and trust administration. Prior to working within the financial services industry, I was the Executive Suites Administrator at Delaware North SportService, the premium hospitality provider for the Chicago Bears and Soldier Field.
I graduated from DePaul University with a bachelor’s degree in psychology and business administration, and have a certification in human resources.
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