Wilder Capital

Wilder is an early-stage venture capital and advisory firm focused exclusively on the direct-to-consumer better-for-you food and beverage sector. The firm invests in and provides strategic guidance to emerging brands operating at the intersection of health, wellness, and consumer packaged goods. Wilder's investment thesis centers on brands that demonstrate a meaningful differentiation in the better-for-you space, targeting products that appeal to health-conscious consumers increasingly seeking cleaner ingredients, functional benefits, and transparent sourcing.

Beyond capital deployment, Wilder takes an active role in the growth trajectory of its portfolio companies. The firm leverages an extensive network of influential figures in the health and wellness community to drive organic brand awareness and consumer adoption. This influencer-led growth strategy is a core differentiator, allowing portfolio brands to build authentic credibility in a crowded marketplace without relying solely on traditional paid media channels.

Wilder also provides hands-on support in digital marketing and eCommerce strategy, helping brands optimize their direct-to-consumer channels and build scalable online revenue streams. In addition to digital expertise, the firm assists portfolio companies in securing placement with major national and specialty retailers, including Whole Foods Market, CVS, Erewhon, Costco, Target, Kroger, and Walgreens. This retail access represents a significant value-add for early-stage brands that may lack the industry relationships or operational experience needed to navigate complex retail procurement processes.

The team behind Wilder comprises investors, entrepreneurs, scientists, technologists, and wellness influencers, bringing a multidisciplinary perspective to brand building in the CPG space. The firm is led by Max Lugavere, a well-known health and science communicator, alongside partners Ben Lugavere and Andrew Lugavere. This combination of financial acumen, scientific literacy, technology expertise, and media influence positions Wilder as a uniquely integrated partner for food and beverage startups seeking to scale in the better-for-you category.

For CPG brands at the early stage looking for both capital and strategic partnership, Wilder offers a model that blends investment with execution support across retail, digital, and influencer marketing channels.