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Seattle, Washington - September 4, 2018 -Snoqualmie-based nutrition startup Persona has landed a $7.1 million of a $12.1 million Series A funding round and has hired Valorie Norwood as its chief financial officer.

The round was led by consumer-focused private equity firm L Catterton. BrandProject, which "builds buys and makes seed stage investments in disruptive consumer brands," according to its website, also invested.

With the investment, BrandProject founder Andrew Black and L Catterton principal Chris Roberts joined Persona's board of directors.

Persona was founded in 2017 as Vitamin Packs by serial entrepreneur Jason Brown, who is the CEO. Co-founding it with him were chief nutrition officer Tamara Bernadot and chief technology officer Prem Thudia.

The company is an online subscription service that delivers personalized vitamin packs to subscribers' doorsteps every 28 days. The company uses an online assessment and a proprietary algorithm to factor individual needs, lifestyle and prescription medications to deliver recommended vitamin and nutrition supplements the person could be taking to "reach optimal health," according to the website. Brown said the funding round will be used to bolster its technology development and increase awareness and customer acquisition through marketing communications.

In the first year, the company says it had more than 400,000 people take its online assessment and shipped more than 40,000 orders.

Persona has 25 full-time and part-time employees at its 5,000-square-foot headquarters in Snoqualmie and 12 more in India. The company is looking for space to expand, Brown said, adding that he's looking to triple the company's current size in Snoqualmie or somewhere on the Eastside.

Brown is looking for a chief marketing officer and hired Norwood as CFO in order to leverage her expertise in finance to help the subscription company reach its financial goals.

As CFO, she will be responsible for managing Persona's accounting, business operations and pricing, among other things.

Prior to joining Persona, Norwood led revenue accounting and operations for Intermedia, a privately held supplier of cloud business services. She also previously worked with Persona's founding team as the chief accounting officer of Organic to Go, a Seattle-based organic cafe and eatery chain.

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Media Contact

Andrea Martin
Persona
andream@personanutrition.com
443 927 6183