Nutrition Business Journal
‘Wedgers’ and ‘Category Creators’ Present Real Value in Natural Products

‘Wedgers’ and ‘Category Creators’ Present Real Value in Natural Products

Q&A with Andy Whitman: Golden opportunity in the ‘dream realization business’.

Andy Whitman is managing partner at Chicago-based 2x Consumer Products Growth Partners, an investment fi rm focused on small, promising brands in the natural products market. Representing 375 years of collective branded consumer product experience across six Chicago-based principals and 11 industry venture partners, 2x Partners is responsible for recent investments in wholefood supplement maker MegaFood and bean-based snack brand Beanitos. Nutrition Business Journal

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