Principal, George Birman, Reflects on His First Year at GroundForce Capital & Our Recent Investment in Bobbie

August 22, 2023


A year ago, I joined the team here at GroundForce Capital (formerly PowerPlant Partners), drawn to the mission of what we were doing and the exciting future we were planning. Over the past year, we’ve been hard at work thinking about how to take our team, firm, and strategy to the next level while also looking for investments that would fit perfectly into an updated framework. It’s been both a challenge given the market conditions we’re in – and a ton of fun given all the incredible people and brands I’ve had the fortune to meet and work with.  The team, mission, and story at Bobbie stood out in particular, and I’m incredibly proud that we joined forces just as we announced our new name and identity as GroundForce Capital earlier this month.

As an infant formula brand, Bobbie has been setting new standards not only for infant nutrition, but for the experience and support modern parents can get along the way while navigating critical decisions that impact the health and well-being of their kids from day one of life. As experienced investors in the food and beverage aisles, we know that today’s generation of parents pay particular attention to what they themselves consume and what the brands they choose to bring home stand for. Early on in their parenting journey, Laura and Sarah realized that wasn’t quite the case when it came to infant formula. The industry and many of its brands were decades behind when it came to not only selling to and working with a new generation of parents, but also ensuring the supply of such a critical good in the first place. In supporting Bobbie’s recent acquisition of Nature’s One, along with its state-of-the-art manufacturing facility, we’re excited to be backing the next chapter in this brand’s growth and in the category’s evolution.

Our new name and identity as a firm reflect that while we remain grounded in reality – ready to help tackle all of the challenges and opportunities that a growing business and brand will face –  we’re also confident in our ability to drive growth, and that ultimately investing can serve as a force for good.

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