The Pop Up Grocer Fund: Cash and Retail Support for CPG Founders

Grant Overview

Fueling Emerging Consumer Packaged Goods Brands with Funding and Expert Consultation

Donor: Pop Up Grocer

About: The Pop Up Grocer Fund is a unique financial and mentorship opportunity designed to accelerate the growth of emerging consumer packaged goods (CPG) brands. Launched by Pop Up Grocer, an innovative retailer known for its discovery-oriented shopping experiences, this fund directly supports the company’s mission to elevate new and exciting products. It specifically targets under-resourced and underrepresented founders, providing them with a critical launchpad in a competitive market. This initiative is more than just a grant; it’s a partnership aimed at fostering innovation and diversity within the retail and CPG sectors. For entrepreneurs just beginning their journey, exploring various startup grants can provide a foundational understanding of the funding landscape.

Mission and Vision of the Fund

Pop Up Grocer was founded on the idea of breaking away from traditional grocery models that often favor large, established corporations. Instead, it creates vibrant, temporary, and permanent retail spaces where shoppers can discover the latest in food, beverage, home, and body care. [3] The fund is a natural extension of this ethos, paying it forward by investing in the next generation of creators. By providing a combination of cash and essential services, the program helps new brands overcome common barriers to entry, such as securing shelf space and building industry connections. This model of support is crucial for many small businesses looking to scale their operations.

How the Funding Works

Successful applicants receive a dynamic financial award equivalent to 1% of the net product sales across all of Pop Up Grocer’s locations. This unique structure ties the grant’s value directly to the success and growth of the retail platform, creating a symbiotic relationship. In addition to the cash component, the fund provides invaluable services, including professional retail consultation and facilitated introductions to a broad network of industry experts, investors, and fellow founders. This hands-on support is designed for founders who are ready to take immediate and significant steps to grow their brand. Many founders find that professional guidance on their business plan development is essential at this stage.

Focus on Underrepresented Entrepreneurs

A core objective of The Pop Up Grocer Fund is to champion diversity and inclusivity within the CPG industry. The program places a strong emphasis on supporting founders who are under-resourced and underrepresented, helping to level the playing field. By actively seeking out and uplifting these entrepreneurs, Pop Up Grocer contributes to a more equitable and innovative market. This commitment aligns with a growing movement to support diverse founders, and applicants can explore similar opportunities through resources like grants for BIPOC-owned businesses to find additional avenues of funding.

Navigating the grant application process can be challenging, but the rewards are substantial. The Pop Up Grocer Fund seeks passionate founders with a compelling story and an innovative product ready for the spotlight. For those needing assistance in preparing a competitive application, leveraging professional grant writing services can make a significant difference. Grantaura’s team of experts can help you articulate your vision, refine your proposal, and ensure your application stands out, maximizing your chances of securing this transformative opportunity.

Focus: Consumer Packaged Goods, CPG, Emerging Brands, Retail, Food and Beverage, Innovative Products, Underrepresented Founders

Region: United States

Eligibility:
– Must be a US-based business.
– Must be a founder of a consumer packaged goods (CPG) brand.
– The fund prioritizes founders who are considered under-resourced and/or underrepresented.
– Applicants must demonstrate an immediate and meaningful need for the services provided, such as retail consultation and networking.
– The business should be at a stage where it is prepared to grow and potentially undergo brand refinement or a rebrand.

Benefits:
– A cash award equivalent to 1% of net product sales across all Pop Up Grocer locations.
– Professional retail consultation services.
– Facilitation of meaningful connections and networking opportunities within the Pop Up Grocer network of investors and industry leaders.
– Potential for the selected brand’s products to be featured on shelves in a future Pop Up Grocer store.

Deadline: Rolling

Terms:
– CPG (Consumer Packaged Goods): Products that are sold quickly and at a relatively low cost, which consumers use and replace on a frequent basis. Examples include food, beverages, toiletries, and cleaning supplies.
– Under-resourced Founder: An entrepreneur who has limited access to capital, networks, and essential business resources.
– Underrepresented Founder: An entrepreneur from a demographic group that has historically been underrepresented in business ownership and venture capital, including but not limited to women, people of color, and LGBTQ+ individuals.