Mission drives the brands in
In bike racing, the Peloton is a large group of riders who work together to streamline their efforts to optimize the performance of each rider. White Road’s Peloton consists of our portfolio partners.
Affinity Flavors was founded in 1995 and is led by flavoring industry veterans Tom Damiano and Dan Freimuth. They have been dedicated to creating custom flavors for brands across the spectrum that include beverages, baked goods, dairy, confections and nutritional foods & drinks. Headquartered in Corona, California, Affinity Flavors has a state of the art, Kosher, Organic and a Level 2 SQF Certified facility. Their team of flavor professionals pride themselves on delivering superior service and outstanding product quality to their customers.
BTF is a pioneer and one of the largest producers of high quality coconut sugar and coconut nectar, a rapidly growing cane sugar alternative for consumers. BTF also produces Coco Aminos, a healthy and great tasting soy sauce replacement along with other popular organic coconut products. Big Tree Farms is one of Indonesia’s largest organic food company, operating the largest integrated organic coconut supply chain in SE Asia, impacting over 15,000 small holder farmers throughout SE Asia. As a testament to their commitment to driving change and sustainability, they constructed their HQ on Bali out of bamboo. At the time of completion on 11/11/11, it was regarded as the world’s largest bamboo structure and was featured on CNN.
BioLite is a social enterprise that invents new ways to cook, charge and light your life off the grid. They are on a mission to bring energy everywhere through their unique model that not only serves high need families living in energy poverty but also campers looking for energy independent adventures in the outdoors.
Farmhouse Culture is a leader in probiotic rich foods including kraut, kimchi and probiotic beverages. Founded by Kathryn Lukas, a classically trained chef, she made it her mission is to make tasty foods that also help to educate consumers about the important role that probiotics play in human microbiome health and wellness. The product line is inspired by global flavors, made using the finest, as local as possible, organic and natural ingredients. FC is rapidly expanding its presence in the natural, club and conventional retail channels.
Fireclay Tile was founded with the aim to revolutionize the tile industry. By implementing an innovative online platform paired with impeccable product and customer service, Fireclay Tile has made it easier than ever to shop for beautiful, sustainable tile sourced and handcrafted in the USA. Their commitment to innovation, transparency, and sustainability was recognized in 2015 Inc. 5000 list as one of the fastest growing private companies in the U.S. and is the only tile company recognized as a B-Corp. Tile to the People!
“Working with the White Road team has been simply awesome. From their financial, accounting, and operations acumen, to marketing genius to sales and distribution expertise; each member of the team has something to add and is available whenever needed, with high level strategic insight. Beyond being great partners, they are also all great people who are passionate about building B-Corp-minded brands and making a difference in the world.”
My mother was a really supportive person and always looked at the bright side in a situation. I always try to be an optimist and see the good, even in the bad. Being positive in life has huge benefits not just for yourself but for those around you.How has business changed you?
There is absolutely no transparency in our industry. Customers have no idea what is in a product, where it was made, or who made it. Thus, it is all about marketing, and customers rarely understand what they are buying. Fireclay is one of few who operate with full transparency. We are the only B Corp tile manufacturer, and we would love to see others join this movement and focus on their business holistically.What's your proudest business accomplishment?
Turning around and growing Fireclay is absolutely my proudest business accomplishment. There were a lot of doubters along the way, and to say that Paul (Fireclay's Founder and my partner) and I weren't rejected hundreds of times would be an understatement. Whether it was customers, potential employees, banks, or investors, few believed we would be successful. While we still have a long way to go, the Fireclay team and brand are in a great place and are in control of our own destiny. That is tremendously satisfying.How do you know you're on the right track?
When my team is inspired, working hard, and happy, I know I'm on the right track.
Guayaki is a product line of beverages based upon the ancient South American drink yerba mate, a natural and nutritious energy drink. Helmed by a humble group of dedicated and eclectic individuals who work to bring their customers the finest blends and products featuring mate on earth. Their commitment extends beyond a commitment to organic, fair trade products, to an intense vision and mission to protect the South American rainforests. People have long imbibed mate to awaken the mind, perform extraordinary feats and to exchange confidences. Guayaki’s mission is to steward and restore 200,000 acres of rainforest and create over 1,000 living wage jobs.
Herb Pharm is a company of herbalists, scientists, and other specialists nestled in GMO-free Williams, Oregon. Herb Pharm has been cultivating herbs with precision and care since 1979. They are now the #1 market share liquid extract brand in the US and operates with a mission to deliver plant based medicine in its most efficacious and minimally processed forms, while protecting the land on which it's grown.
“The “white road” allows for more exploration and potentially unique discovery. You may arrive later, but things can be learned along the way that change and improve your destination. Ultimately, it can be more rewarding. It’s definitely more fun. I value and trust White Road. Talented, smart, connected, good people. I’m glad they're riding with us.”
“You’re a mile wide and an inch deep”, Jamie Sheenan. Advice from a VC. Sometimes it’s better to not get the investment but still take the free advice.How has business changed you?
It’s humbled me and enabled me to do good things, first by creating a great place for people to work. When a business is about something inherently healthy and sustainable, the good you do grows with your business. It’s a nice dynamic.How do you know you're on the right track?
When I sleep nights. It’s an indication I’m succeeding enough not to worry, keeping things in perspective, and doing it ethically.
The Honest Kitchen is an all-natural pet food company. The company produces 100% human grade dehydrated foods, treats and supplements. The Honest Kitchen uses humane and sustainable meats, and non-GMO produce. They have been named to Outside Magazine's Best Places to work for the past five consecutive years.
“The team at White Road have been terrific mentors for The Honest Kitchen, and we've really appreciated being able to tap into their expertise as we've navigated some big decisions over the years. It's been amazing to have access to such patient money, and to have board members we can count on to ask us the tough questions as our team has evolved during the course of our growth.”
“Tell the story.” A couple of different people told me pretty early on to take every possibly opportunity to tell anyone and everyone who’ll listen, what you’re up to. We use everything from office moves, to product launches, awards, ingredient upgrades and more, as a chance to have a conversation with the media and with our customers via social media, our newsletter and the blog. Part of being truly transparent and trustworthy means always making decisions you’re proud to shout about, so on the back end it means always living your values and not compromising on integrity. Then you can talk about everything you’re doing, which builds trust — and sometimes it inspires others to talk about you, too.How has business changed you?
I’d like it to be that I left the pet food industry in a slightly better place than I found it. Years ago, pet food was almost a dirty word. When I started The Honest Kitchen, I wanted to provoke change in the industry by helping consumers understand there was a better alternative to kibble and cans, and to inspire them to demand more from the companies they were spending their money with. Over the past decade and a half, a small herd of indy companies has emerged in this industry and together we’re working to help make sure dogs and cats eat better. Hopefully The Honest Kitchen will be recognized as a pioneer.How do you know you're on the right track?
Listening to customers is one of the biggest ways we can tell how we’re doing. Ultimately our products have to speak for themselves and it still moves me almost to tears, every time I meet a customer at an event, and they tell me how our products have literally saved their pet’s life. The other way we know we’re on track is because it’s difficult. There are many paths a business can take, and I always tell people that we make life very tough for ourselves, following the rules we’ve put in place for the way we do business. From sourcing humanely raised meats and non GMO produce to the way we make our food and source our packaging, truly living by our values isn’t easy, but we think it’s worth it to make a product that’s got real goodness.
Manitoba Harvest Hemp Foods is the world’s largest hemp food grower and manufacturer, their products include Hemp Hearts™ (raw shelled hemp seeds), Hemp Heart Bites™, Toasted Hemp SeedsTM, and Hemp Pro™ – a full line of plant based protein and smoothie powders. Manitoba Harvest also supplies bulk and industrial hemp ingredients, under the Hemp Oil Canada Inc.™ brand. Founded by Mike Fata, he used his passion for hemp foods to personally transform his body, mind and spirit. Because they are a B-Corp Certified™ company, Manitoba Harvest educates on the health and environmental benefits of hemp and strives to support sustainability in all that they do.
“Working with the White Road team is a dream come true. They share our triple bottom-line approach (people, planet, and profits), and encourage a collaborative idea sharing partnership. Through the White Road team’s insight, connections, and inspiration we are fostering positive change.”
Dream bigger.How has business changed you?
I’m a born entrepreneur, but a made CEO. Through business I have learned to get comfortable with the uncomfortable, navigating the complexities of managing a business with over 150 team members.What's your proudest business accomplishment?
I started Manitoba Harvest Hemp Foods as a twenty-year-old with the idea to share hemp foods with everyone after hemp foods helped changed my life. Back in 1998 no one had heard or tried hemp foods. We were building both a business and an entire new food category. My proudest accomplishment is taking hemp into the mainstream and showcasing to the world that hemp foods can be a valued part of everyday eating.Who is your biggest inspiration and why?
The women in my life - my wife and my mother. They both inspire me to be the best version of myself. My wife inspires continuous learning and development. My mother raised my brother and I as a single-mom. It’s no coincidence that both my brother and I are successful entrepreneurs. Mom instilled in us a work ethic and resilience that is fundamental in our success.How do you know you're on the right track?
My gut! I’m incredibly in-tune with my body. If something isn’t right chances are my gut or conscious will sense it.
PUBLIC bikes was born out of the deep respect and admiration their founder, Rob Forbes had for the streets of Amsterdam that are teeming with bikes and people, not cars. After founding and building Design Within Reach, Rob founded PUBLIC and embraced the two-wheeled lifestyle he viewed in Europe that didn't involve special clothing or technical gear. It was simple and practical. People of ages, in all forms of dress (including casual footwear) were on bikes and enjoying the ride.
Ragnar is the leading overnight running relay race that makes testing your limits a team sport and combines fun and participation with fitness and goals. Founded by Steve HIll, his son Dan and Tanner Bell, they made their dream a reality in 2004 when they organized the first Wasatch Back Relay, spanning 188 miles from Logan to Park City, UT. They currently run 21 events across the U.S. that cover both on and off road courses. On the road teams of 12 travel in two vans and participate in tag-team running 200+/- miles both day and night, point to point relay-style. Off road participants do the same by navigating three trail loops with a campground in the center. A race for elite runners down to the novice jogger, it’s the perfect race for anyone. Their mission is to inspire a global tribe of ordinary people who seek the extradordinary!
“A smart group of investors who focus on business values before ROI, with the belief that the dollars will follow the success.”
Two words, 5 Letters, Own It!How has business changed you?
Set goals, empower the people around you, provide guard rails, hold them accountable. No one wants to be micro managed and I certainly don’t like doing it. People thrive on achievement and development … feed that thirst.Who is your biggest inspiration and why?
Winston Churchill, because of his ability to persevere in the face of insurmountable adversity. Oh and also because he had such great quotes.How do you know you're on the right track?
The hardest part in life is if figuring out what you want. If you can clarify that, getting there is usually much easier than you think. Assuming you can decide, from there you are just checking in on progress.
Santa Cruz Bicycles was founded in 1993 by Rob Roskopp in a space the size of a single car garage in the Seabright Cannery, in Santa Cruz California. Their first bike, the Tazmon, was a single pivot dual suspension bike that rattled established sensibilities and helped define the then- ethos of "simply advanced." That bike was the cornerstone for a brand that was founded on the notion of doing things their own way in order to build the best. They have been rattling sensibilities ever since in the international mountain bike world.
Wild Planet Foods is a leading provider of the best tasting, sustainable canned Tuna, Salmon & Sardines in the United States. A mission-based market leader, Wild Planet’s commitment to sustainability has earned the company a recent #1 ranking by Greenpeace in a study of all US tuna brands. In harmony with the company’s commitment to a healthy planet, Wild Planet has recently ventured into the development of land-based foods with the successful launch of canned Organic Roasted Chicken Breast.
“White Road is the smartest money available for an emerging organic, sustainability or outdoor oriented company. Their ability to bring the industry leaders to the table for ongoing consultation and guidance is so far beyond the contribution of most investment firms. Our team at Wild Planet consider the guys at White Road to be our partners and our very good friends. Can it get any better than that for Founders and CEOs?”
I tell my sons to live life like you will die tomorrow. Learn like you will live forever.How has business changed you?
I would like to weed out those in our industry who are not authentic, that arrived at their business plans through their wallets rather than through their hearts. Regardless of these outliers, the natural/organic/sustainable industry remains a potent agent for positive change. This industry is heavily populated with activists who bring continued improvement to product development, the supply chain, and to consumer awareness. Our industry is amazing - where else can individuals build careers defined by integrity, creativity, conservation, and health?What's your proudest business accomplishment?
I have built teams that have brought revolutionary products to market, including the first organic chocolate in the US, and the premier sustainably sourced seafood. This has provided an environment for talented men and women to thrive as professionals and as individuals in mission-driven enterprises driving positive ecological change.How do you know you're on the right track?
I continually appraise whether the boy I was would be proud of the man I am.