Crumble Capital

Crumble Capital is an investment firm and start-up advisory platform focused primarily on the food and technology sectors. The firm partners closely with entrepreneurs to build and scale disruptive, category-leading businesses, combining capital with hands-on operational experience and industry relationships. The company typically invests between $50,000 and $500,000 in equity stakes in early-stage startups led by talented, passionate founders. Its dual focus on food and technology positions it uniquely to support companies operating at the intersection of these two fast-evolving industries, as well as those operating in each category independently. Crumble Capital is led by Managing Director Anthony Zanontian, a serial entrepreneur and operator with deep experience in the consumer packaged goods and e-commerce space. Zanontian is the original co-founder and CEO of Anthony's Goods, a leading online health and superfood retail brand on Amazon that was acquired by Associated British Foods (LSE: ABF). Under his leadership, Anthony's Goods scaled from a single SKU to over 250 products, built a global supply chain, and established a decentralized fulfillment network with robust vendor and supplier relationships. The brand's products have outsold major household names on Amazon, including Cheerios and Keurig Coffee Pods. Prior to founding Anthony's Goods, Zanontian led product development at true[x], a $45 million VC-backed ad-tech company later acquired by Fox Corp for $200 million. He holds U.S. Patent #13/236,211 for a self-serve engagement advertising platform and authored three proprietary algorithms in the real-time bidding space. Beyond direct investment, Crumble Capital's principals have served as strategic advisors to multiple businesses generating over $100 million in revenue, including Manitobah, Lamkin, Beyond Yoga, and Country Life. Advisory engagements have spanned mergers and acquisitions, e-commerce and Amazon strategy optimization, online marketing efficiency, and margin improvement initiatives. This track record across CPG, health foods, e-commerce, and technology makes Crumble Capital a value-added partner for early-stage food and consumer brands seeking both capital and strategic guidance to accelerate growth.