Funding plays a crucial role in the CPG industry. Understanding the CPG funding options and stages is key for the best financial growth strategies.
The Consumer Packaged Goods (CPG) industry presents a unique set of challenges, from balancing margins to navigating the competitive landscape. However, with the right guidance and a strong team, businesses can overcome these obstacles and thrive.
This article explores the funding landscape for CPG companies, weaving in insights from Lisa Curtis, founder of Kuli Kuli Foods, as shared on the Her CEO Journey podcast episode called Scaling a Mission-Driven Business: Lessons from Lisa Curtis, Founder of Kuli Kuli Foods.
CPG Funding Options and Stages Explained
Every CPG business goes through different growth phases, and funding needs evolve accordingly. The table below describes the major funding stages and lists the most common funding options for each stage.

What is CPG Funding?
CPG funding refers to the financial support needed to grow a consumer packaged goods business. Whether you’re just starting out or scaling up, securing the right kind of funding is key to getting your products out there and expanding your reach.
This support helps cover key expenses such as production, marketing, and distribution, while giving you the boost needed to compete in the market.
For example, Lisa Curtis leveraged her experience in the Peace Corps and a deep belief in moringa’s health benefits to create a socially conscious CPG company. Kuli Kuli not only uplifts local farmers but also delivers nutritious products to consumers. Her journey highlights the importance of aligning your mission with market demands.
CPG funding supports companies through various stages of growth, helping them scale, develop new products, and expand their market presence.
Kuli Kuli’s success story highlights how strategic fundraising has been instrumental in its growth. From crowdfunding and angel investors to customer loans and venture capital, Lisa strategically used funding options that aligned with her company’s goals and stage of development.
Scaling and the Right Financing Path
Scaling in the CPG industry is a significant challenge, as noted by Lisa Curtis, founder of Kuli Kuli. She explains, “The challenge in the CPG industry is really achieving a certain level of scale, such that we can start to see some more cash flow positivity and more economies of scale with our supply chain, with our manufacturing. It’s just a hard business to make money when you’re small.”
This highlights the critical need for CPG businesses to reach a certain size to unlock cost efficiencies and improve cash flow.
Achieving scale allows businesses to optimize their supply chains and manufacturing processes, ultimately reducing per-unit costs and boosting profitability. However, reaching this point requires strategic investments in infrastructure, resources, and market expansion. Without the right funding, businesses can struggle to grow beyond the startup phase.
Choosing the appropriate financing path is key to successfully scaling a CPG business. Whether through venture capital, customer loans, or other funding avenues, having the financial backing to support growth ensures that a company can reach the scale needed to achieve long-term profitability.
CPG Funding Options
Choosing the right funding option is crucial for CPG companies at every stage of growth. A fractional CFO can play a crucial role in helping CPG businesses secure the right funding options at every stage of growth.
With their expertise in financial strategy, they provide valuable insights into cash flow management, investor relations, and capital structuring—ensuring that companies are well-prepared to navigate the complexities of fundraising.
Whether it’s developing financial projections, optimizing margins, or negotiating favorable terms, a fractional CFO plays a crucial role in aligning your business’s financial health with its funding needs.
This alignment not only makes it easier to attract investors but also ensures you can scale effectively while keeping your mission intact. If you’re still not sure if you need this service, check out our quiz: Do I need a Fractional CFO?
Below is a list of the most common funding options:
Personal Savings
Ideal for startups or businesses in their early stages. This option offers complete control without debt but is limited by personal financial resources.
Crowdfunding
Best for early-stage companies. Platforms like Kickstarter and Indiegogo allow businesses to raise funds from the general public. It’s perfect for gaining early support and pre-selling products.
Angel Investors
Suitable for businesses generating revenue but in need of capital for scaling. Angel investors often provide mentorship alongside funding.
Venture Capital
Targeted for growth-stage businesses looking to scale quickly. Venture capitalists invest in exchange for equity, and the focus is on rapid growth.
Customer Loans
Retailers like Whole Foods offer loans to businesses they partner with, as seen with Kuli Kuli. This option is great for well-established brands looking to launch new products or innovations.
Debt Financing
Available to established businesses looking for funding without giving up equity. This option is typically used to manage cash flow, inventory, or supply chain improvements.
Grants
Perfect for early-stage companies, especially those with social or environmental missions. Grants are non-dilutive funding sources that don’t require repayment.
Strategic Investors
In later stages, strategic investors can help businesses expand into new markets, offering both capital and industry expertise.
Private Equity
As companies mature, private equity investors can help optimize operations and maximize profitability while preparing for an exit or IPO.
Working Line of Credit
Ideal for businesses in their maturity stage needing regular cash flow to manage large operations. Lines of credit offer flexibility and can help manage day-to-day expenses.
Family Foundations
Available for companies with strong mission-driven objectives. These foundations provide working capital or lines of credit to support growth and operational stability.
Lessons from Lisa Curtis founder of Kuli Kuli Foods
Learn more about CPG funding with Lisa’s mission-driven business journey, from founding Kuli Kuli to scaling it into an international brand, offers valuable lessons in securing funding while staying true to your company’s mission.
Lesson 1: Balance purpose with profit
While Kuli Kuli’s mission is deeply rooted in social impact, Lisa knew that to scale, the company had to be financially viable. This balance between purpose and profit is essential for long-term sustainability in the CPG space.
Lesson 2: Insert storytelling in marketing
Lisa leveraged Kuli Kuli’s mission to resonate with consumers while ensuring the product delivered on its promise of nutrition and taste. As she scaled the business, she refined her fundraising strategies, ensuring the right type of capital at each stage of growth.
Lesson 3: Manage distributor fees and retailer margins
Early on, Kuli Kuli faced challenges with unexpected costs that affected margins. By understanding each retailer’s expectations and building a solid pricing strategy, Lisa was able to maintain profitability even as she scaled.
Lesson 4: Choose the right funding option for your business stage
Lisa’s journey in scaling Kuli Kuli highlights how selecting the right financing options at each business stage can elevate a superfood CPG company. Her thoughtful choices have led to sustained growth, expanded market reach, and sustainable profitability, all while remaining committed to their mission of social impact. See the table below to check her funding journey:

Tips for CPG Funding Success
If you’re a CPG business looking for funding, consider the following tips:
- Create a Compelling Pitch: Investors are more likely to back a business with a clear mission, financial viability, and growth potential.
- Understand Your Margins: As Lisa Curtis learned, managing direct costs and distributor fees is key to profitability in the CPG space.
- Leverage Diverse Funding Sources: Kuli Kuli used crowdfunding, customer loans, and venture capital at different stages of growth.
- Focus on Social Impact: Consumers and investors are increasingly drawn to mission-driven companies.
- Leverage Packaging as a Selling Point: Product packaging plays a crucial role in attracting investors and customers alike. Explore how packaging design can boost your brand growth.
- Monitor Key Metrics: Relevant metrics for CPG investors include gross margin, customer acquisition cost, and lifetime value, as these indicate the company’s financial health and scalability.
Final Thoughts
Navigating the CPG funding landscape requires a deep understanding of both your business needs and the available funding options. As Lisa Curtis of Kuli Kuli demonstrates, it’s essential to balance your company’s mission with its financial goals. By selecting the right funding strategy at each stage of growth, CPG entrepreneurs can build a sustainable and impactful business. Ready to take your CPG business to the next level? Discover how Profit Reimagined can help you navigate funding options and scale your company for sustainable growth. Visit our Fractional CFO Services Page to learn more!