Synergist Senior Sound Bites - June 2021:

Julianne Hummelberg

Vice President, PowerPlant Partners

B.A. Economics from Wake Forest, M.B.A. from Columbia Business School

Background

Julianne Hummelberg is a Vice President and Investor at PowerPlant Partners, the growth equity firm that invests in emerging consumer wellness companies. PowerPlant invests behind the massive plant-based shift happening in CPG as consumers care more about wellness and sustainability. She and her team provide provide capital, strategic guidance and operating expertise to visionary teams building extraordinary companies that create a healthy, sustainable future for all. Julianne leads deal sourcing and execution and helps PowerPlant portfolio companies create value as a board member of Veggie Grill and board observer to OWYN, Rae Wellness, REBBL, Zero Egg, The Coconut Collaborative and Jot Coffee. Prior to PowerPlant, she spent 6 years in asset management at Emerging Global Advisors and Invesco. In 2018, she transitioned into venture capital during business school, working as an Investment Associate at health and wellness focused investment firms Trial Mix Ventures and Spring Mountain Capital.

Julianne is passionate about using food and diet to optimize human health after experiencing burnout and several diet-related health issues. She believes in the power of plants and food as medicine. She earned her MBA from Columbia Business School where she was a Venture and Private Equity Fellow and President of the Healthy Living Club. She also holds a BA in Economics from Wake Forest University, where she graduated cum laude, and an associate degree in Economics from the London School of Economics and Political Science. She is as a board member of Synergist’s LA Chapter.

Why did you decide to pursue a career in investing and specifically consumer growth equity?

I wanted to pivot away from the ETF and mutual fund industry to invest in an asset class where I firmly believed active management could drive alpha and outsized returns. Simultaneously, I’d become passionate about diet, fitness and nutrition navigating some of my own health issues and became an avid wellness consumer (check out my blog on this journey here: https://julianne-ppv.medium.com/the-evolution-of-personalized-nutrition-281e1b632b5c ). At business school, I had the space to really step back and assess what type of investor I wanted to be. While recruiting, I became determined to find the intersection of private equity and health and wellness which led me to PowerPlant. I believe our global food system is fundamentally broken and this can be changed as consumers become educated on the benefits of plant-based diets and the fact that food really can be medicine.

How do you craft investment theses?

Investing in consumer wellness, I always start by understanding what consumer problem the Company is solving. I do this at a macro level by researching market trends and at a micro level by speaking with consumers. Is this product or brand something that could be a daily habit in consumers lives? From there, I will make a series of assumptions to prove or disprove a hypothesis or investment thesis, very similar to the scientific method. If we believe the market is being disrupted by X because consumer preferences are changing towards Y, then this Company’s product or brand can be a solution because of Z. And I’ll set up a diligence plan to prove or disprove each of these assumptions.

What is your favorite part of your job?

Working with world changing founders dedicated to transforming our food system. The moment you solidify your relationship with an entrepreneur you’ve been developing a relationship with for years through an investment is extremely rewarding. But the best comes next - working with them side my side to make their vision a reality while driving both meaningful impact and a successful investment outcome.

How do you balance your personal life with a demanding job?

I have a very supportive and understanding husband, which helps! But admittedly, it is a lot to juggle and investing is a very demanding job. You have to love it and if you do, you will always find a way to balance everything. I am pregnant for the first time and candidly its been difficult putting myself first lately but the following has helped me:

1) Move for 30 minutes everyday.

2) Set quarterly and annual business goals and look at them every morning. Then, look at your calendar. What is on your calendar that is not driving towards those goals? Prioritize using this method. It is OK to cancel or reschedule.

3) Take Saturdays OFF. Not always possible but try to keep this day work free.

4) Find time to just catch up with your co-workers and don’t discuss work. We work so much with them so foster true friendships and build support systems for each other.

5) Block time in your calendar just to breathe and think. My best investing insights have always happened while my mind was quiet.

6) Sleep well. Where blue blocking glasses, especially when working after 9 PM!

7) Don’t forget a healthy diet, this is so critical for energy and general human thriving. Meal prep on the weekends or use meal delivery programs like our portfolio company Thistle.

8) Meditate daily.

9) Lead with gratitude.

10) Just do a few of these things daily and you’ll find you have more energy to balance the personal and professional. BUT recognize that no one is ever truly balanced :).

Favorite book, podcast or source of news?

Principles by Ray Dalio. The Lifestylist by Luke Storey, The 20 Minute VC and The Consumer VC podcasts.

Thank you for your time, Julianne! To learn more about PowerPlant Partners check out https://powerplantpartners.co/