FJ Labs

FJ Labs, established in 2015 and headquartered in New York, is a stage-agnostic investment firm focusing on marketplaces and consumer-facing startups. It invests in seed and series A rounds, with a typical investment range of $50,000 to $5,000,000. The firm's portfolio includes notable companies such as Alibaba Group, Beepi, BrightRoll, Betterment, Adore Me, and Earnest, spanning sectors like e-commerce, fintech, and ad tech.

Matias Barbero

Venture Capital

Zineb Belghiti

Operations Associate

William Guillouard

Operating Partner

Arne Halleraker

Partner

Christopher Keshian

Investor

Ariel Lebowits

CFO

Jose Marin

Founding Partner

Güimar Vaca Sittic

Venture Partner

Jeff Weinstein

Partner

Past deals in Fruits and Vegetables

Manzana Verde

Pre Seed Round in 2023
Manzana Verde is a meal delivery and nutritional advice subscription service operating in Piura, Lima, and Mexico City. The company specializes in providing balanced meals tailored to individual health goals, ensuring that each meal contains the necessary calories, carbohydrates, fats, and proteins needed for optimal nutrition. By focusing on dietary, nutritious, and healthy meals, Manzana Verde aims to help consumers achieve their health objectives while enjoying a variety of wholesome food options.

Umamicart

Seed Round in 2021
Umamicart is an online grocery delivery service based in New York, founded by Andrea Xu. The company specializes in providing a curated selection of Asian products and ingredients, including fresh vegetables, fruits, meats, tofu, seafood, noodles, rice, and a variety of pantry staples. In addition to staple items, Umamicart offers recipe inspirations and occasion-specific kits designed for cooking activities such as holiday meals, DIY sushi nights, hotpot gatherings, and dumpling-making. By focusing on Asian groceries, Umamicart enables consumers to conveniently access a diverse range of ingredients essential for preparing authentic Asian dishes, all delivered directly to their homes.

Manzana Verde

Convertible Note in 2021
Manzana Verde is a meal delivery and nutritional advice subscription service operating in Piura, Lima, and Mexico City. The company specializes in providing balanced meals tailored to individual health goals, ensuring that each meal contains the necessary calories, carbohydrates, fats, and proteins needed for optimal nutrition. By focusing on dietary, nutritious, and healthy meals, Manzana Verde aims to help consumers achieve their health objectives while enjoying a variety of wholesome food options.

Manzana Verde

Seed Round in 2021
Manzana Verde is a meal delivery and nutritional advice subscription service operating in Piura, Lima, and Mexico City. The company specializes in providing balanced meals tailored to individual health goals, ensuring that each meal contains the necessary calories, carbohydrates, fats, and proteins needed for optimal nutrition. By focusing on dietary, nutritious, and healthy meals, Manzana Verde aims to help consumers achieve their health objectives while enjoying a variety of wholesome food options.

La Belle Vie

Secondary Market in 2021
La Belle Vie is an online grocery store based in Paris, France, specializing in the delivery of a wide range of supermarket goods directly to consumers' doorsteps within a few hours. The company offers a diverse selection of products, including fresh, organic, and artisan items, as well as basic groceries such as meat, fish, and vegetables. By developing its tools in-house, including an enterprise resource planning system, a warehouse management service, and a delivery management service, La Belle Vie ensures efficient operations and reliable service. This approach enables customers to conveniently access their daily grocery needs at an affordable cost.

La Belle Vie

Venture Round in 2020
La Belle Vie is an online grocery store based in Paris, France, specializing in the delivery of a wide range of supermarket goods directly to consumers' doorsteps within a few hours. The company offers a diverse selection of products, including fresh, organic, and artisan items, as well as basic groceries such as meat, fish, and vegetables. By developing its tools in-house, including an enterprise resource planning system, a warehouse management service, and a delivery management service, La Belle Vie ensures efficient operations and reliable service. This approach enables customers to conveniently access their daily grocery needs at an affordable cost.

Frubana

Series A in 2020
Frubana is a digital platform based in Bogotá, Colombia, founded in 2018, that serves as a one-stop shop for restaurants by connecting them directly with agricultural producers and suppliers. The company facilitates the buying and selling of food products, enabling restaurants to source ingredients directly from farmers without intermediaries, which enhances price transparency and reduces trade barriers. Additionally, Frubana provides tools for restaurants to digitize their operations, including the creation of virtual menus that can be easily shared with customers through QR codes. By streamlining the supply chain, Frubana aims to support small retailers and restaurants in accessing fresh agricultural products efficiently.

Umamicart

Pre Seed Round in 2020
Umamicart is an online grocery delivery service based in New York, founded by Andrea Xu. The company specializes in providing a curated selection of Asian products and ingredients, including fresh vegetables, fruits, meats, tofu, seafood, noodles, rice, and a variety of pantry staples. In addition to staple items, Umamicart offers recipe inspirations and occasion-specific kits designed for cooking activities such as holiday meals, DIY sushi nights, hotpot gatherings, and dumpling-making. By focusing on Asian groceries, Umamicart enables consumers to conveniently access a diverse range of ingredients essential for preparing authentic Asian dishes, all delivered directly to their homes.

Frubana

Seed Round in 2019
Frubana is a digital platform based in Bogotá, Colombia, founded in 2018, that serves as a one-stop shop for restaurants by connecting them directly with agricultural producers and suppliers. The company facilitates the buying and selling of food products, enabling restaurants to source ingredients directly from farmers without intermediaries, which enhances price transparency and reduces trade barriers. Additionally, Frubana provides tools for restaurants to digitize their operations, including the creation of virtual menus that can be easily shared with customers through QR codes. By streamlining the supply chain, Frubana aims to support small retailers and restaurants in accessing fresh agricultural products efficiently.

Foodza

Seed Round in 2018
Foodza is a B2B food distribution platform that connects farmers, food producers, and importers directly with retail and HoReCa businesses across the CIS region. The company has developed an innovative technology-driven logistics platform that facilitates on-demand harvesting of vegetables, fruits, meat, and dairy products. Foodza provides mobile and web-based interfaces that allow farmers to engage with retailers efficiently, thereby removing intermediaries in the food supply chain. This direct interaction enables farmers to achieve higher incomes while offering retailers access to higher quality fresh produce. Additionally, Foodza manages comprehensive logistics and fulfillment solutions inspired by the on-demand capabilities of internet applications.

Proven Winners

Pre Seed Round in 2018
Proven Winners is a plant brand that supply of plants and gardening products to garden centers. They provide guidance through the process of learning how to garden by providing articles, newsletters, and videos that teach how to have a successful garden.
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