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Challenge

Seed 2 Growth (S2G) Ventures is a new food and agriculture venture fund, created to catalyze innovation to meet growing consumer demands for healthy, sustainable and local food. The fund was backed by experienced food, ag and sustainability venture investors, but its headquarters location in Chicago put it outside the New York City and Silicon Valley hubs of venture capital media conversation and its initial capital amount, while substantial, was modest compared with large tech venture funds.

Solution

S2G and Linhart PR identified the New York Times “Food for Tomorrow” Conference as the perfect venue for a formal launch of the fund, an important thought leadership platform populated with like-minded food and ag influencers, including prospective investees, co-investors and journalists. Linhart PR developed a detailed launch plan, messaging and media materials; negotiated an advantageous conference sponsorship for S2G; prepared the S2G team for interviews; and managed national media outreach, including offering an exclusive advance to The New York Times. We positioned S2G as “believed to be the largest U.S. food and agriculture venture fund.”

Results

Despite a curve ball thrown at the 11th hour –- the Times accepting and then declining the offer of an exclusive advance -– we managed to secure national, regional, local and specialty media interest and coverage. We offered the exclusive to a San Francisco-based reporter for The Wall Street Journal who covers the private equity and venture capital scene. In addition to a story in the Journal’s Venture Wire section and on Dow Jones Private Equity and Venture Capital, coverage included:

  • New York Business Journal
  • Food + Tech Connect, Sustainable Food News and AgProfessionalFood + Tech Connect, Sustainable Food News and AgProfessional
  • Chicago Tribune, Crain’s Chicago Business, Chicago Inno and Chicago Business Journal

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