Sam McBride  ·  Colter Ventures

Fewer Investments.
Total Focus.

Long term capital. Operator depth. Fewer investments into the consumer brands I believe in — I show up like a founder.

Check Size
$40–150M
Fund Timeline
None
Years in CPG
15+

The Model

Capital that fits
the company —
not the other way around.

Colter is different by design. No deployment pressure. No fund clock ticking. I make fewer investments, go deep with each team, and stay as long as it takes to reach a great outcome. The company's timeline is the only timeline that matters.

For founders, I'm the partner who shows up like an operator — not a board observer. I bring real functional depth across go-to-market, retail strategy, and exit planning. I'm often the right fit when a PE firm wants liquidity before a company has maximized its value — positioned to pick up where they left off, with institutional connectivity that most independent capital can't offer.

I'm the sole decision-maker — no investment committee, no layers of approval. When conviction is there, I move fast. Founders get a real answer, not a process.

∞
Long Term Capital
No fund cycle, no traditional LP-driven exit pressure. I hold as long as the company benefits and exit only when the timing is right for the business — not a portfolio.
1
Fewer Investments, More Depth
Concentration is intentional. Each company gets my full attention — not a fraction of it spread across a portfolio of obligations and board meetings.
↳
Operator-Level Involvement
My role at Kettle & Fire — where I serve as Executive Chairman — is proof of the model. Active. Accountable. Committed to the outcome, not just the governance.
⬡
Institutional Connectivity
My finance background and relationships across CPG and PE give founders access to the right capital and strategic partners at the right time — including the firms most likely to be the eventual buyer.

Current Focus

Executive Chairman

Kettle & Fire

Kettle & Fire is the #1 bone broth brand in the US and a fast-growing competitor across the broader $19B global broth and soup market — with dominant market share, a premium price point, and a loyal consumer base.

I've been involved with Kettle & Fire since 2018 — first as an independent board member, then as a lead investor through a secondary purchase of early investors' and venture capitalists' positions, and now as Executive Chairman. Seven years with the founders and operators. That continuity is the model.

The company is entering its next phase: a new owned manufacturing facility, expanded domestic and international distribution, and continued category leadership in bone broth with significant whitespace in cooking broth and soups.

#1
Bone broth brand in the US
7 yrs
Relationship with the founders and operators
$44M
Invested capital
2
Investments to date

Background

Operator first.
Investor always.

I know what it feels like to operate a business. At LiveWatch, I was building phone systems for a call center in Kansas, designing paid ad campaigns, and working on consumer experience from customer service to unpacking the box — all on the way to a $67M exit. At RXBAR, I was with Peter, Jared, and Jessie in the early innings when we designed our go-to-market and packaging, built and executed our retail strategy, and pitched the company to Kellogg's, Pepsi, Mars, General Mills, and many others during our sale process — ending in a $600M sale to Kellogg's.

My investing and board work across Olipop, MUSH, Kettle & Fire, Four Sigmatic, Minor Figures, Open Water, and others came from the same operating lens. I've had the privilege of building alongside outstanding operators — and that network is as much a part of what I bring as the capital.

My finance background connects that operator perspective to the banking and institutional investing community — allowing me to help founders navigate capital markets, strategic partnerships, and exit processes with confidence on both sides of the table.

Operating Roles
LiveWatch — $67M exit RXBAR — $600M exit MUSH
Board Roles
Kettle & Fire MUSH Four Sigmatic Minor Figures
Sam McBride

What Founders Say

At RXBAR he was a great complement to me as the founder because he can build teams, lead and sell the vision into the market. I've always thought Sam would eventually leverage his operational skills to become a strategic, value-add investor.

Peter Rahal
Founder, RXBAR & David

As a board member, Sam was a critical thought partner for me. He's great at zooming out and thinking long term but knows how to execute too. I am very excited about Sam as Executive Chairman to help K&F in this next phase.

Justin Mares
Founder, Kettle & Fire

Sam instinctively understands the key drivers of a business and has the operational skills to build and lead the team to execute. He's been an invaluable member of the MUSH team as an investor, board member, and day-to-day operator.

Ashley Thompson
Founder & CEO, MUSH

What I Look For

Five filters.
Fewer investments.

The discipline of making fewer investments demands real selectivity. These are the criteria that define a Colter opportunity — and why every deal I've done has cleared all five.

01
Quality Brand, Large Category
Market-leading challenger brand in a category with $2B+ global TAM. Incumbents owned by large CPG companies. Positioned to win on quality and health — not price.
02
De-risked Financial Profile
$50M+ net sales. 40%+ gross margins. EBITDA positive with expanding margins. Pricing power that doesn't depend on heavy promotional spending to hold share.
03
Experienced Management Team
Leadership with operating depth, financial acumen, and established retail relationships. Teams that can execute the plan — not reinvent it.
04
Dependable Growth Ahead
Growth built on channel expansion, household penetration, and SKU extension. "More of the same" is often the most attractive story in CPG — and the most underrated.
05
Compelling Entry Price & Multiple Exit Paths
Attractive entry valuation with real downside protection. Multiple credible paths to exit — strategic and financial — supported by strong precedent transaction comps.
—
And one more thing.
I look for founders who want a genuine partner — not just a check and a board seat. The best outcomes come from trust, shared conviction, and a long view on both sides of the table.

Select Experience

Built alongside
great founders.

Every company on this list reflects a real operating or investing relationship. Not a passive cap table entry — a commitment of time, judgment, and conviction.

Kettle & Fire
Exec. Chairman · Investor · Board
RXBAR
Operator · $600M exit
MUSH
Investor · Board · Operator
LiveWatch
Operator · $67M exit

Get in Touch

Let's talk.

If you're building a great brand and looking for a long-term partner with real operating depth — or if you're a fund thinking about liquidity — I'd like to hear from you.

sam@colterventures.com