Manna Tree Partners is investing in a healthier future.
A wellness-focused private equity firm, Manna Tree helps category-defining companies scale revenue and reach national distribution.
On this week’s episode, co-founders Ellie Rubenstein and Ross Iverson discuss deal sourcing strategy and establishing wellness as an asset class.
We also cover:
- Generational spending shifts
- Sector-specific risks and challenges
- Specialization vs. broad approach investing
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Chapters:
(00:00) Introduction
(00:13) Background and founding of Manna Tree Partners
(04:19) Building a brand as a private equity firm
(08:17) Travel, relationship building, and platform development
(10:24) Team growth and applicant interest in wellness investing
(10:42) Evolution from food and beverage to broader wellness focus
(16:42) Category creation vs. company identification investment approach
(22:15) The protein thesis and long-term consumer trends
(23:02) Finding categories vs. finding companies – deal sourcing strategy
(26:23) Generational spending shifts and data-driven wellness decisions
(28:23) Early adoption phase of wellness as an asset class
(30:32) Limited partner perspectives and institutional capital allocation
(35:56) Specialization vs. broad approach in wellness investing
(39:24) Potential risks and challenges facing the wellness sector
(45:00) Future outlook and accessibility of wellness products globally
(46:00) Conclusion
