New Home Delivery Service on the Horizon: Texas Firm Proper Good Secures $3.5M in Initial Capital Investment

Proper Good, a home delivery food service startup based in Austin, Texas, has secured $3.5 million in a funding round. The funding round was spearheaded by Yeti Capital and The Artisan Group, with Doug Bouton, founder and CEO of Halo Top and Gatsby Chocolates, also participating.

Founded by siblings Jennifer Jane and Christopher Jane in 2020, Proper Good offers fully cooked meals, including soups, oatmeal, curry, chili, and overnight oats, suitable for various dietary needs such as keto, dairy-free, gluten-free, plant-based, and low-sodium. Since its launch, Proper Good has delivered over 500,000 meals to consumers through its direct-to-consumer model, without requiring a fridge.

The funds raised will be utilized for specific purposes, as stated by Jennifer and Christopher. They plan to use the funds for product innovation and growth in retail and ecommerce. This includes the expansion of Proper Good's presence in retail stores, specifically Walmart Supercentre.

This expansion drive into Walmart Supercentre stores is a new development for Proper Good. The expansion is part of the company's growth strategy, aiming to reach a wider audience. Bouton will join the Proper Good board alongside Maxx Karr (Managing Director of Yeti Capital) and Drew Zang (Managing Partner at The Artisan Group). Besides Yeti Capital and The Artisan Group, Forbion also invested in Proper Good and thereby acquired a seat on the supervisory board.

The services provided by Proper Good do not require a fridge for storage, making them convenient for consumers. Proper Good's meals are designed to satisfy nutritional requirements, providing a healthy and convenient food option for busy individuals. The funds raised in the recent funding round will contribute to Proper Good's efforts in product innovation, aiming to improve the quality and variety of meals offered.

In summary, Proper Good, a home delivery food service startup, has secured $3.5 million in funding. The funds will be used for product innovation and growth in retail and ecommerce, including the expansion into Walmart Supercentre stores. The funding round was led by Yeti Capital and The Artisan Group, with Doug Bouton also participating. Since its launch in 2020, Proper Good has delivered over 500,000 meals to consumers, offering fully cooked meals suitable for various dietary needs.