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Founderland: Escaping the Commodity Trap: Innovating at the Frontier of VMS

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This year, Morrison Foerster is proud to serve as the exclusive legal partner of Founderland, taking place on October 1 in...

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This year, Morrison Foerster is proud to serve as the exclusive legal partner of <a href="https://www.founderland.us/" target="_blank">Founderland</a>, taking place on October 1 in Malibu, CA. Produced by The Family Fund, Founderland is an invitation-only festival bringing together over 1,000 of the most influential founders, investors, retailers, and strategics shaping the future of the consumer industry.MoFo partner Chuck Cotter will join Jeff Byers (Co-founder/CEO of Momentous), Zeke Bronfman (Co-founder/CEO of The Absorption Company), and Jim Phillips (Co-founder/CEO of Graymatter) for a panel, “Escaping the Commodity Trap: Innovating at the Frontier of VMS,” presented by Morrison Foerster. The conversation will dig into how VMS (vitamins, minerals, and supplements) brands can break out of commoditization and build durable differentiation in an increasingly crowded category.Chuck brings firsthand perspective to the discussion: he recently led the MoFo deal team that advised Grüns, the breakout greens-supplement gummy brand, on its acquisition by Unilever, a transaction that reflected the surge of strategic and investor interest reshaping the VMS space.To learn more, visit the event <a href="https://www.founderland.us/" target="_blank">website</a>.<hr>

Founderland: Escaping the Commodity Trap: Innovating at the Frontier of VMS

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Chuck Cotter is a partner in the firm’s Emerging Company + Venture Capital practice group in Denver.Chuck advises venture and growth stage companies, helping them to successfully raise capital, negotiate key agreements, manage investor and board dynamics, and through exit. Chuck also regularly advises investment funds in placing capital into consumer products, agtech, and food tech companies. He excels as a practical, business-minded advisor.With sophisticated experience in the consumer products space, including food, beverage, personal care, beauty, and fashion, Chuck has represented such companies and funds in over 200 financing and M&A transactions.Chuck has been recognized by Chambers USA for Corporate M&A and by The Best Lawyers in America for M&A and Venture Capital. He has also been named MVP in Food & Ag by Law360.Prior to joining Morrison Foerster, Chuck was a partner at a national law firm and the leader of their Food, Beverage, and Consumer Products industry group. Before that, he was a partner and chair of the Consumer Products industry group at an Am Law 100 firm.<h4>Representative Experience</h4><ul><li>Crumbl Cookies, in its minority investment from TSG Consumer Partners, supporting continued franchise expansion and growth.</li><li>Grüns, in its Series B preferred stock financing, including a $10 million primary investment at a $500 million post-money valuation led by Headline Global Growth and a $25 million secondary tender offer, with conversion of outstanding SAFEs and convertible notes.</li><li>David Protein (aka Linus Technology, Inc.), a cutting-edge brand offering high-protein, low calorie nutrition and redefining how we think about fat, in its Series A financing and its acquisition of the company behind EPG –a plant-based fat substitute that replicates texture and mouthfeel of traditional fat.</li><li>GroundForceCapital, an investment firm seeking to invest in companies in the consumer food and beverages sector that aim to improve health and longevity of people and the planet, in its participation in the Series E financing of Liquid Death, a disruptive hydration company valued at $1.4 billion.</li><li>Goat Rodeo Capital Advisors LLC, a venture capital fund focusing on early-stage opportunities in the alcohol beverage space, in its participation in the Series B financings of The Lemon Perfect Company, a celebrity-backed, ready-to-drink hydration company.</li><li>Sweetwood Smoke & Co., maker of FATTY Smoked Meat Sticks, in its sale to Conagra Brands (NYSE: CAG), one of North America’s leading branded food companies.</li><li>Caulipower, the #1 better-for-you, gluten-free, and cauliflower crust frozen pizza brand in America, in its sale to Urban Farmer, a portfolio company of Paine Schwartz Partners and a fully integrated producer of specialty dough products for leading brands and major retailers across North America.</li><li>Hooters, Inc., and Hoot Owl Restaurants LLC in restructuring transactions that would allow for the acquisition of more than 100 Hooters of America-owned restaurants.</li><li>NextWorldLLC, in the sale of The Citizenry, a direct-to-consumer, socially conscious home decor brand, to Havenly, a leading interior design service and home furnishings company.</li></ul>

Founderland: Escaping the Commodity Trap: Innovating at the Frontier of VMS

01 Oct 2026