‘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 Jour

All access premium subscription

This content requires a subscription to Nutrition Business Journal.

As an NBJ subscriber, you receive 10 issues a year and access to the exclusive “NBJ subscriber only” content on newhope.com (excludes three-month subscriptions), which includes PowerPoint presentations, select data charts and archived articles. Subscribers also receive a 10 percent discount on data charts, comprehensive market research reports and webinars.

Email [email protected] for more information about subscribing.

Hide comments


  • Allowed HTML tags: <em> <strong> <blockquote> <br> <p>

Plain text

  • No HTML tags allowed.
  • Web page addresses and e-mail addresses turn into links automatically.
  • Lines and paragraphs break automatically.