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Yes To $14 mil

This article was originally published in The Rose Sheet

Executive Summary

Yes To Inc., an Israeli consumer products firm that markets Yes To Carrots personal care, has raised $14 mil. in a series-A funding round to expand distribution in North America and speed up the firm's product launch schedule, company announces July 29. Yes To Carrots, a collection of skin- and hair-care items juiced with beta carotene from orange-colored organic fruits and vegetables and further enriched with Dead Sea minerals, launched overseas in 2006 and has been sold primarily by Walgreens in the U.S. since May 2007. In addition to taking brand to new sellers in the U.S., company will use capital to roll out Yes To Cucumbers and Yes To Tomatoes later this year. "Natural paraben-free formulations, high efficacy and a fun brand personality" are attributes that resonate with consumers and have contributed to "exponential" growth of the line, says Scott Potter, managing partner of San Francisco Equity Partners, which led the financing round. Simon Equity Partners also participated. USDA-certified organic Yes To Carrots lip balms launched earlier this summer (1"The Rose Sheet" July 7, 2008, p. 5)...
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