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Sonoma Brands Acquires KRAVE Jerky from Hershey

Sonoma Brands, an emerging brands private equity investor and incubator led by Sonoma-based Jon Sebastiani, who is also the founder and creative force behind the acclaimed artisanal jerky brand KRAVE, has completed the acquisition of KRAVE from The Hershey Company for an undisclosed amount.

KRAVE rose to an immediate cult-following from its inception in 2009, resulting in the brand’s acquisition by The Hershey Company in 2015. The diverse portfolio of protein snacks currently features a roster of KRAVE Meat Cuts, KRAVE Pork Rinds and KRAVE Plant-Based Jerky, the brand’s most recent launch. With KRAVE’s homecoming, back under Sebastiani’s guidance, innovation for the brand is expected to be further catapulted.

Sebastiani began his career in the family wine business, where he cultivated a deeply rooted connection to the abundant region of Sonoma. Following the tremendously successful sale of KRAVE, Sebastiani embarked on his next entrepreneurial endeavor to form Sonoma Brands. Sebastiani’s commitment to lead the Sonoma region into further prominence as a hub for food entrepreneurship, has been evident in his development of successful brands including: SMASHMALLOW premium snackable marshmallows, SMASHGUMMY low-sugar gummies and PECKISH perfectly boiled eggs. As a private equity investor, Sonoma Brands has also made strategic investments to-date in high-growth consumer brands including: Christina Tosi’s acclaimed Milk Bar, Hum Nutrition vitamins and supplements, Beekeeper’s Naturals health solutions, Hu Products plant-based chocolate, Guayaki yerba mate, Versed cruelty free skincare, True Botanicals non-toxic personal care and more.
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“KRAVE is a great brand with a loyal fanbase who appreciate its innovative gourmet flavors and culinary roots tracing back to its origins in Sonoma, California,” said Hector de la Barreda, President, Amplify Snack Brands, The Hershey Company. “We look forward to its success with a different go-to-market model under the guidance of founder Jon Sebastiani.”

“I have always had a great relationship with The Hershey Company and watched them grow KRAVE,” said Jon Sebastiani, Founder and Managing Partner of Sonoma Brands. “From expanding KRAVE’s product offerings to dipping into the plant-based category and increasing worldwide distribution, KRAVE is in a great spot to come back home to Sonoma where we can continue the brand’s fantastic momentum as a category leader.”

Guittard’s Make it Sweet Program Gives Back

Guittard’s new Make it Sweet Program is providing resources and donations to help give back to the community that has provided them so much support over their 150+ year history, and to support hospitality industry professionals, local communities, and cocoa farmers who are struggling in the wake of the current health crisis.

The program includes a donation component—Guittard has donated chocolate bars to frontline workers at local hospitals and to meal programs (including SF General Hospital, UCSF, Stanford, UCSD, Highland Hospital, Drip Kit, and Fiorella’s “Pay It Forward Tuesdays”), committed a portion of the sales of their baking kit to support No Kid Hungry, and joined forces with the World Cocoa Foundation to provide relief to cocoa farmers in countries hit heavily by the virus. Additionally, Guittard has rolled out a generous workplace giving program, and will be matching every dollar donated by employees to organizations such as No Kid Hungry, the Boys and Girls Clubs of San Francisco, SF Marin Food Bank, SF New Deal, and Frontline Foods.

Make it Sweet is also providing resources to help guide the community in ways they can take action and help support those businesses and individuals most affected by the pandemic. These resources include:

  • Detailed guides on how to support restaurants, bakeries, confectioneries and other small businesses in the hospitality industry
  • Ways to support organizations providing food security such as No Kid Hungry, World Central Kitchen, and others
  • Tips and suggestions on how to support frontline workers such as nurses, doctors, hospital staff, and more
  • Ways to take action and support cocoa industry farmers in countries hard-hit by the pandemic
  • Advice on how to support advocacy groups fighting for relief and support to be given to the hospitality and restaurant industry
  • Shopping guides on how to support local small businesses vital to the economy who are struggling as a result of the pandemic, including Guittard’s own donation-focused products such as their Creative Growth chocolate bar, which supports the Oakland-based nonprofit Creative Growth Arts Center.

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Purchases of Hestan Culinary Cookware to Benefit No Kid Hungry

Hestan® Culinary, a brand of premium cookware, is donating to No Kid Hungry to make sure that children get the food they need during COVID-19 school closures and all year long. For each Hestan NanoBond, CopperBond, and ProBond cookware product sold online through https://www.hestanculinary.com/ from April 22 through June 30, 2020, Hestan will donate 5 percent of the retail price of these products, up to a maximum of $10,000.

“We’re honored to partner with No Kid Hungry on this special, spring-time fundraising campaign to help children across the country receive nourishing, healthy meals, particularly now when nearly 840 million meals have been missed due to COVID-19 school closures,” said Pamela Stafford, Director at Hestan Culinary. “At a pivotal time when so many of us are spending more time at home cooking for ourselves and our families, we’re proud to offer everyone an opportunity to upgrade their cookware – or purchase a cookware gift for a loved one, such as mom for Mother’s Day – while simultaneously helping feed kids during school closures and beyond.”

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Hestan CopperBond, the most recently introduced collection, modernizes the look, function, durability, and versatility of copper pots and pans with a chic and smart design that combines gleaming copper with a wrap-around, magnetic stainless steel base. All three collections, which are available on HestanCulinary.com, share many valuable features, including Hestan’s signature ProCore™ aluminum, an inner layer of metal that delivers 35 percent greater heat conductivity for pans that are highly responsive, and heat up and cool down with Ferrari-like speed.