What does it really take to raise capital, build investor trust, and scale a CPG brand? In this episode of UNMASKED: The Capital Raise Files, Alan McLaren sits down with Peter Cimoroni, CEO and Founder of AVOGO Foods, to talk about the realities of raising money and building a consumer brand in today’s market. With more than 40 years of professional experience, Peter brings a unique perspective on entrepreneurship, customer marketing, financial analysis, and food innovation. At AVOGO Foods, he is focused on creating healthy, avocado-based products with minimal ingredients and maximum flavour while building a brand designed to grow. Peter shares his experience raising capital, approaching investors, navigating the challenges of scaling a CPG business, and hearing the question investors want answered: where is the scale? He also discusses why transparency, curiosity, credibility, and knowing exactly where your capital is going can make a difference when you step into the investor room. In this episode, we explore: ➡️ Why raising capital for CPG and food brands can be challenging in today’s market ➡️ What investors are really looking for when evaluating a founder and their growth plan ➡️ Peter’s experience raising a $1 million round after speaking with 300 people ➡️ Why transparency around how capital will be used matters to investors ➡️ How founder credibility, curiosity, and mindset can shape investor conversations For CEOs and founders preparing to raise capital, this conversation offers a candid look at what happens before the cheque is written, and what it takes to turn an idea and a product into a scalable business.