Erewhon Market makes equity investment in CPG brand Zuma Valley

Los Angeles-based Erewhon Market made an equity investment in Zuma Valley, a consumer packaged goods brand that makes coconut products featured in the grocer’s celebrity-backed smoothies.

Erewhon was Zuma Valley's first customer back in 2015, when the high-end grocer had only a single store. The investment represents a continuation of years of partnership between the two companies, Zuma Valley said in a statement on Wednesday.

Details of the deal were not disclosed. 

"At Erewhon, we taste thousands of new products every year,” CEO Tony Antoci said in a statement. “Zuma Valley is the best-tasting, purest coconut we have ever found. We are excited to help bring Zuma Valley products to more of the country and in additional product formats."

Zuma Valley's whipped coconut cream retail SKU is one of the top 10 best-selling items across all product categories in the entire store, Antoci said.

“We have several innovative coconut-based products in the pipeline that we look forward to launching at Erewhon," said Julie Labin, founder and CEO of Zuma Valley.

Holding both Certified B Corp and Certified Organic Retailer accreditations, Erewhon supports sustainability, local farmers, biodynamic practices and regenerative farming. Zuma Valley’s products which are certified USDA organic, Non-GMO Project Verified, gluten free and kosher. 

The upscale, trendy grocery store chain is planning to open its 10th location later this year. The new store will be located at 475 S. Lake Ave., Pasadena, California.