Fat Earth Media

Fat Earth Media is a digital marketing agency with a soft-spot for mission-driven brands. Our goal is to elevate the baseline of consumer behavior, orienting consumers towards mission-driven brands as the most trustworthy and honest digital marketing agency promoting products of purpose.

CEO + Founder // Head of Growth Strategy

Good Joo Joo

5+ years experience in Digital Marketing, Project Management, and Business Strategy  with a demonstrated history of working in various industries. Skilled in Digital Acquisition, Marketing Strategy, Analytics, and CRM.

Digital Marketing Manager

Providence

Worked as a Project Manager who led Marketing and Business Development efforts for Providence's Texas operations which has offices in Austin, Dallas and Houston.  Utilizing his knowledge and capabilities with emerging technologies, John drove brand awareness and lead generation for Texas area offices. 

As Program Manager, John was in charge of identifying new business opportunities and driving revenue growth through new client partnerships. He leveraged progressive Digital Marketing technologies to drive brand awareness, generate new qualified leads, and to continue establishing Providence's presence in Texas as a leading authority in Environmental Consulting and Engineering. With an emphasis on efficiency and process improvement, John  focused on building new client relationships that were mutually beneficial and profitable.

Natural Resources Program Manager - Texas Operations

University of Georgia

M.S. - Environmental Sciences

Louisiana State University

Student Data Technician

US Forest Service

Worked as part of a team to delineate wetlands in high-risk public safety areas in the Arapaho and Roosevelt National Forests. In areas affected by Mountain Pine Beetle infestations we were charged with delineating wetlands in areas where hazardous tree removals were to take place. We used GPS receivers to record locations of high priority zones, managed this data through the use of ArcGIS software.

Biological Sciences Technician

I Worked as a member of a team collecting data on the status of wild salmon fisheries in Southeast Alaska. My duties included: conducting adult fish counts, trapping juvenile salmon, measuring and recording characteristics of juvenile fishes, in-stream habitat surveys, stream substrate analysis, and coarse woody debris counts. Completion of duties required long hikes and many physical challenges. In charge of documenting progress on the Harris River Restoration project, a large in-stream bank stabilization project.

Challenging and stewarding mission-driven brands with a creative-first approach to amplify their impact

Are you looking for a partner to amplify your impact and elevate the baseline of consumer behavior? 
If yes, read out more and let’s build a better future for the planet together.

My name is John. I am the founder and CEO of Fat Earth Media, an agency promoting products with a mission. 
I lead a diverse team of passionate and ethical marketers to help your mission-driven brand fulfil its vision.

We measure the work we do by looking at our clients’ impact. 
We have helped more than 150 brands and managed millions in ad spend.  
But what we are the most proud of are the 40k hectares of wildlife habitat protected and  the 391,000 pounds of food waste up-cycled.

Our mission is to elevate the baseline of consumer behavior, orienting consumers towards mission-driven brands.

We adopt a creative-first approach backed up by iteration and data to help you minimize waste and double-down on what works.

Don’t take our word for it, have a look at what our clients say and our case studies.

If you are a mission-driven brand, I would love to hear about your ambitions. 
Drop me a DM and let's get to know each other!

Alternatively, you can schedule a complimentary ad creative inspiration session to learn how to get the right ad creative for your brand: https://bit.ly/3Oc6knD

John Gross

Habitat Partners

Early-stage VC fund focused on pre-seed/seed/Series A investments in the consumer and software ecosystems

Partner

InvestEco Capital

Venture Partner

Vitality Ventures

My entity for angel investing and leading/participating in SPVs. 

I invest in Pre-Seed to Series A rounds with a focus on Marketing/Retail/E-Commerce Technology, CPG, DeepTech, and HealthTech. Honestly, I usually just try to invest in "smart friends."

Some companies I've backed: Keychain, Mid-Day Squares, Machina Labs, Brightland, Prescient AI, Tiny Health, Platter, Tandem, Aisle, MultiOn, Nara Organics, Stylux, and more...

General Partner

Term Sheet Pitfalls

Go to newsletter for term sheet and fundraising education. Join thousands in the link below.

Author

TRYBL Brands

My LLC for advising, biz dev, and consulting. 

A few of the clients I've been fortunate to work with: With Coverage, The Platform CPG, Skio, Spread the Love, Obvi, Mmmly, SmartSweets, Gopop, Snapchill

CEO & Founder

Spread The Love®

Bringing Spread The Love to athletic facilities near you!

Sports Nutrition Advisory Board Member

Forum Brands

Director of Finance

VMG Partners

VMG Partners (“VMG”) is a private equity firm specializing in building iconic consumer brands. Since it was founded in 2005, VMG has been at the forefront of consumer products investing, partnering with entrepreneurial companies, founders and co-investors to deliver a depth of experience to help grow, scale and prepare companies for exit.

MBA Investment & SPAC Intern

Stanford GSB Impact Fund

The GSB Impact Fund is an evergreen fund that invests in early-stage for-profit ventures seeking both financial and social and environmental returns. We invest in, partner with and grow early-stage, seed to series A impact-first startups seeking to solve the most challenging problems in Food and Agriculture.

Investor, Food & Agriculture

Selva Ventures

At Selva Ventures, we invest in emerging brands that make their consumers’ lives better. We want to support brands and the entrepreneurs that lead them early in their journey, before they reach $10 million in annual sales, and provide strategic resources along the way. Our capital comes 100% from a small collection of individuals and family offices, which allows us to be patient as our partner brands build their companies the right way.

Associate

Partner @ Habitat Partners | VC | Stanford MBA | ex-NCAA Tennis

My newsletter on term sheet / fundraising education: 

https://termsheetpitfalls.beehiiv.com/subscribe

I'm currently a Partner @ Habitat Partners, an early stage VC firm based in NYC, born out of the renowned creative agency, Red Antler. 

I focus on Pre-Seed to Series A investments, splitting my time between CPG, Commerce/Retail/Marketing/Ad Tech, Consumer Tech, and other areas within the general technology sector (including but not limited to FinTech, PropTech, AI/Robotics, and HealthTech). 

- I strongly prefer warm intros but am occasionally open to an amazing cold email; if I don’t respond, please follow up

- I won’t respond to sales or service inquiries 

I also actively angel invest & run occasional SPVs with a focus on Seed to Series B companies in the CPG, Commerce/Retail/Marketing Tech, DeepTech and HealthTech sectors. Some of my prior investments include Mid-Day Squares, Keychain, Tiny Health, Elo Health, Mealogic, Brightland, Prescient AI, Machina Labs, Platter, Aisle, and others. 

My biggest personal passion is health and wellness derived from my days as a former Division One tennis player at Yale. While I'm always open to a coffee or zoom, if you're in NYC and are active, I'd love to go on a run, do a workout, play pickleball/padel, etc.

** AGAIN I DON'T RESPOND TO SALES INQUIRIES **

Daniel Faierman

Habitat Partners is one of the few funds that is still investing in pre-launch CPG opportunities while most funds have moved their goalposts. 

Here are the 6️⃣ pre-seed criteria we use to assess companies with minimal financial traction - these have led us to formally partner with brands like Ayoh Foods, sincerely yours, Elm Biosciences, Roxberry Naturals, PopUp Bagels, and more in their earliest days. 

We look for brands that meet at least 4, but ideally 5 of the following:

1️⃣ 𝐏𝐫𝐨𝐝𝐮𝐜𝐭 𝐦𝐨𝐚𝐭: not a common attribute in CPG... but real IP and formulation defensibility guarantees differentiation and increases the likelihood of exit when paired with great branding and commercial execution

Example: Elm's proprietary triple-pathway antisenescent molecule

2️⃣ 𝐃𝐢𝐬𝐭𝐫𝐢𝐛𝐮𝐭𝐢𝐨𝐧 𝐦𝐨𝐚𝐭: when a brand has unique, privileged access to a channel, retailer, or method of distribution. This can be an extension of an influencer's or celebrity's reach or a special relationship with a physical retailer. 

Example: Sincerely Yours' exclusive launch partnership with Sephora

3️⃣ 𝐅𝐨𝐮𝐧𝐝𝐞𝐫 𝐦𝐨𝐚𝐭: a founder that has deep, relevant experience operating in the category they are now building in - this could mean the founder has a relevant exit under their belt or it could mean the founder simply has tremendous commerical firepower based on historical roles.

Example: Ayoh's founder who spent years at Whole Foods before leading Siddhi's Ops group, serving as fractional COO for many top brands 

4️⃣ 𝐆𝐫𝐨𝐬𝐬 𝐦𝐚𝐫𝐠𝐢𝐧: early stage brands live or die by gross margins (unless they can fundraise sizable amounts of money extremely quickly/effectively to cover burn). We audit costs within co-manufacturing contracts compared to planned pricing architecture to decipher if gross margin is viable compared to benchmarks we have across categories. This criterion trumps nearly all others. 

Example: all of the above brands 

5️⃣ 𝐁𝐫𝐚𝐧𝐝/𝐏𝐫𝐨𝐝𝐮𝐜𝐭 𝐝𝐢𝐟𝐟𝐞𝐫𝐞𝐧𝐭𝐢𝐚𝐭𝐢𝐨𝐧: does the brand take a unique approach to positioning and community building? How fragmented is the category to date and does the brand demonstrate strong competitive differentiation vs the peer set?

Example: Ayoh's differentiated flavor profiles and positioning surrouding re-inventing sandwich culture OR PopUp Bagel's viral partnership model and commitment to a simple rip and dip menu 

6️⃣ 𝐕𝐚𝐥𝐮𝐚𝐭𝐢𝐨𝐧: we've seen it all (especially when a celebrity/influencer gets involved) but median target is $5M post. Even with a celeb founder, we haven't seen enough evidence to unequivocally conclude that acquirers pay a premium at exit, so we don't see a rationale for paying up at entry (immediately eating into a target MOIC) even if the $0 to $10M journey is accelerated.

The truth is if you can't hit 5+ of the above, you are better off maximizing your angel/family office surface area until you have enough financial traction to pursue institutional investors.

Partner @ Habitat Partners | VC | ex-NCAA Tennis | Stanford MBA

Excited to support Kyle Fitzpatrick and the launch of paperboy ventures fund ☝️ as a venture advisor. 

Paperboy has a rich history of supporting CPG startups whether through media amplification, job search support, or Kyle’s deep network. Capital deployment is the obvious next step. 

Sivan Gompers, Kyle, and I will work closely to fund 8 incredible founding teams building the future of CPG! 🚀

founder @ paperboy ventures || CPG || Basketball Coach 🏀

We've expanded the paperboy ventures team!

Thrilled to share that Daniel Faierman and Sivan Gompers have officially joined as Venture Advisors supporting Paperboy Fund I.

Both are incredibly talented CPG investors, sharp operators, and even better humans.

One of my favorite quotes comes to mind here:

"Your 20s are about WHAT you want to do. Your 30s are about WHO you want to do it with."

While I'm grateful to be working on deeply meaningful 'what', it's clear the 'who' becomes even more important as the years go on.

Excited for what's ahead. Welcome aboard Dan & Sivan!

#cpg #paperboyventures #VC #paperboyfundI

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Daniel Faierman

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The Battle

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Daniel Faierman

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Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Daniel Faierman's LinkedIn Performance

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