Pure Spoon, Veritas and KEEN Partner Together to Take a Big Bite from the Baby Food Market

ANAHEIM, Calif.–(BUSINESS WIRE)–Natural Products Expo West, Booth #2320 Pure
is poised to take an even bigger bite of the baby food market.
Today, Pure Spoon announced a substantial investment by Keen Growth
Capital and Veritas Family Partners. Terms of the investment were not
disclosed. Together, they’ll leverage their expertise and work closely
with Pure Spoon Founder and CEO, Alyson Eberle and the management team
building the business.

Pure Spoon is the first-to-market maker of 100% organic fruit and veggie
purées for kids made with High Pressure Pasteurization or HPP. According
to SPINS, the leading provider of natural product industry data, HPP is
a fast-growing better-for-you trend with consumers. “Our 2017 is off to
a great start. We’re proud that KEEN and Veritas are now on board with
Pure Spoon,” says Eberle. “We make a great product and now our resources
and team are even stronger.”

“Pure Spoon launched in 2014 and in 2017 we’re slated to hit the shelves
at Hy-Vee, Kroger, Amazon and Wal-Mart –– America’s biggest grocery and
consumer retailer. Today’s parents are both more nutritionally savvy,
but time-strapped. They want the best possible nutrition for their kids
and Pure Spoon is helping them do it,” stated Eberle. Pure Spoon purées
start with fresh, raw organic produce that is pasteurized with
cold-temperature HPP. All 11 flavors are gluten-free and non-GMO.

Keen Growth Capital is led by managing partners Jonathan Smiga and Jerry
Bello. Smiga is a 25-year food expert and business strategist from start
ups to Fortune 500 brands such as Robert Mondavi, Darden Restaurants,
and Williams Sonoma complemented by years of private equity experience.
Bello, founder of healthy lifestyle brands such as Pasta Chips & Pasta
Bow Ties, Sensible Portions, maker of Veggie Straws, which sold to Hain
Celestial in 2010, and his partnership and guidance working with founder
Sheila G. Mains to explode Brownie Brittle into the market, brings his
considerable expertise to Pure Spoon. “Our experience working with
innovative, healthy food brands will help Pure Spoon become a dominant
marketplace brand that much faster,” commented Bello. “We believe in
Pure Spoon because it’s an innovator in the baby food space.” Vaughn
Brock, from Veritas concluded, “We’re looking forward to working with
Alyson and the Pure Spoon team in growing this exciting and innovative

About Pure Spoon

Pure Spoon is dedicated to the development of delicious, healthy,
organic fruit and vegetable purées made with innovative
cool-temperature, High-Pressure Pasteurization. HPP delivers more flavor
and nutritional value than traditional high-heat pasteurization. The
company’s Founder and CEO, Alyson Eberle, started Pure Spoon because
research revealed most baby food is made from pre-made, processed bases
and cooked in individual ready-to-eat containers. Wanting to give all
parents a better, healthier option for their kids, Alyson launched Pure
Spoon. • www.PureSpoon.com

About KEEN Growth Capital

Keen Growth Capital is national leader for Impact Investing in food and
healthy living. With a proven track-record of above market venture
returns while stewarding entrepreneurs and their early-stage companies
to national success, Keen prides itself on improving health and wellness
through everyday and functionally advanced foods and related natural


Godfrey Sanders PR
Kristina Godfrey, 949-933-3679