CircleUp

CircleUp, founded in 2011, is a San Francisco-based venture capital firm specializing in early-stage consumer brands. With a $125 million fund launched in 2017 (CircleUp Growth Partners), the firm focuses on companies generating $1M–$20M in revenue, typically investing $500K–$10M in seed to Series A rounds. While primarily targeting food, beverage, personal care, and household consumables, CircleUp’s portfolio includes Back to the Roots – an organic gardening company founded in 2009 that produces indoor grow kits, aquaponics systems, and peat-free soils available at major retailers like Walmart and Home Depot.

The firm combines data-driven insights from its Helio platform with industry expertise to identify high-potential brands. Back to the Roots, co-founded by Nikhil Arora and Alejandro Velez, exemplifies CircleUp’s focus on mission-driven companies, having expanded from mushroom grow kits using recycled coffee grounds to a full range of controlled-environment gardening products.