By Lucy Handley | CNBC | October 29, 2019
Getting mass distribution on the shelves of huge retailers may not be the best way forward for new consumer-goods brands, according to the co-founder of a new venture capital (VC) business The Craftory.
Elio Leoni Sceti, a former Reckitt Benckiser and Procter & Gamble executive, founded the company in May 2018, and its website describes it as “counter-corporate and anti-traditional VC,” with a focus on cause-driven consumer goods.
