Specialist operators passionate about food, the New Fare team works closely with its portfolio to accelerate growth and food system change.

Elly has spent her career driving strategic growth in the Natural and Organic Food industry. After nearly a decade at Whole Foods Market as Global Director of Local Brands & Product Innovation, CEO at Canopy Foods, and as Partner at venture fund Almanac, Elly has deep experience across verticals of the industry. She offers expertise in retail strategy, brand development, supply chain, co-packing and product innovation. Elly is Co-Founder and Managing Partner of New Fare.

Hallie specializes in building and scaling new ventures, with a focus on brand and marketing. She brings deep value-add from her experience across the CPG value chain, from her roles overseeing new product commercialization at co-packer, Canopy Foods to portfolio management at venture fund, Almanac. Most recently, Hallie is responsible for launching omni-channel pet brand, Made by Nacho, leading go to market efforts and marketing. Prior to stepping into the CPG industry, Hallie was in Financial Technology as an early employee at Orchard, where she led brand marketing through to its acquisition.

Ying is a tenured food CPG investor with over a decade of hands on experience. At MacAndrews & Forbes she oversaw innovation and strategic partnerships for their portfolio companies, including Revlon and MAFCO Holdings (chocolate & licorice conglomerate). Ying then joined the ZX Ventures (Anheuser-Busch Inbev’s VC fund) Finance team, overseeing global budgeting and financial analysis for their global beverage and ecommerce portfolio. Prior to joining New Fare, Ying founded her own financial consulting and investment company where she worked with a variety of investment funds, private equity firms, and startups. Ying started her career at Bain & Company and has worked in New York, D.C., Hong Kong, Shanghai, Beijing, and Sydney.

Leland has 15 years of experience in investment banking, private equity and venture capital. He was previously Vice President, Investments at Factory LLC, a growth equity platform focused on food, beverage and pet product companies. He oversaw a range of financial activities including investment structuring, due diligence and financial and data analysis and also held two board seats at Factory’s partner companies. Leland earned an MBA at Columbia and a BS at USC.