



Definition: ildsjel
(Norwegian, pronounced il-shail)
Fire soul, a driving force; an enthusiast, someone who is passionate & active about a cause and wants to contribute to the community.
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Mission
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Tenaciously support the development of purpose-driven F&B businesses resulting in sustainable vibrant growth and consumer adoption.​
Managing Partner
Danyel A. O'Connor
Danyel brings more than 20 years of progressive CPG experience and an insightful, results-driven approach to her role as an executive leader. Most recently she served as CEO of Cravings by Chrissy Teigen, a content and DTC brand with aspirational retail growth. A graduate of Harvard Business School’s Program for Leadership Development, she has an impressive history championing the success of diverse branded companies in high-growth atmospheres, and previously served as executive vice president of sales & marketing for Good Foods, a category leader in guacamole and dairy-free dips. Danyel leverages her strong background in commercial strategy development and execution – marketing, customer success, innovation, R&D, commercialization, competitive assessment, consumer behavior, and sales – to build cohesive brands employing data-driven decision-making, fostering increased product awareness and expansion. In addition, she serves as an Advisory Partner to Altamont Capital Partners, a board member to Mini Melts, USA, and is a mentor to emerging talent – a leader-by-example with a “we” mentality and a focus on organizational behavior and culture.


DEFINE PURPOSE.
IDENTIFY CONSUMER.
CONFIRM POSITIONING.
BUILD STRATEGY.
REALIZE GROWTH.


A Driving Force.
A Passionate Partner.
