The “MAHA” Moment: Just another rebrand?
We hosted the next generation of food and wellness entrepreneurs in NYC to discuss what’s new, and what is the same as ever.
The discussion ranged from a heightened consciousness about seed oils (see: Zero Acre Farms and Sweetgreen), to consumers coalescing around the “Make America Healthy Again” movement, to the embrace of whole, simple ingredients (à la Daily Harvest and One Trick Pony) and a return to whole milk and sourdough.
Who Was There?
The conversation was led by a panel of leading NYC-based operators and thinkers including:
- Emily Sundberg, founder of Feed Me, who moderated the conversation. Her sharp commentary bridged the intersection of business, culture, and what everyone is thinking.
- Marguerite Zabar Mariscal, CEO of Momofuku, shared insights on transforming a celebrated restaurant group into a global culinary brand.
- Joey Scalabrino, founder of Apollo Bagels, discussed the evolution of his sourdough bagel empire.
- Emily Schildt, founder of Pop Up Grocer, captivated the audience with her expertise in trendspotting and experiential retail.
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Some Insights
A few insights from the discussion and follow-ups really stuck with us:
1. Food Is About Belonging
To change the way people eat, businesses must meet consumers where they are—or where they aspire to be. This means tailoring distribution, product formulation, and pricing strategies to align with consumers’ lifestyles and values. Successful food brands understand the emotional connection people have with their food and create products that foster a sense of belonging.
2. Back to Basics
Seth Goldman, Founder of Just Ice Tea, wrote in 2016 that the food system engages in “the undoing and redoing of food”. We believe we’re in a period of “undoing” where consumers are gravitating toward simplicity in their diets. There is a growing interest in going back to basics, with clean and recognizable ingredients taking center stage. However, this simplicity comes with challenges, particularly in achieving extended shelf life while maintaining the integrity of natural ingredients.
3. A New Generation of Entrepreneurs Is Emerging
A fresh wave of food entrepreneurs is building for the future, TikTok and Shopify-native brands moving faster than ever (shout out to our friends at Good Girl Snacks!). Some attendees shared that they had started their companies just a week before, underscoring the energy and momentum in the space. These founders are creating options for consumers that challenge traditional paradigms in the food and health industries.
What’s Next?
Discussions like these are a constant source of inspiration, drawing from our personal experiences alongside portfolio founder wisdom to get ahead of what cultural shifts are unfolding with the next generation consumer.
We are keen to keep organizing events like this in 2025 that highlight the individuals and companies moving the world forward, to discuss topics that we are all thinking about in private and could benefit from some collective sensemaking.
Many thanks to our partners at Ropes and Gray and the WSA for bringing this vision to life.