Brands need funding. And capital investors need brands with good ideas. 

That’s why on my podcast, The Irresistible Factor, I recently spoke with Christopher Jane, CEO and co-founder of Proper Good, and Al Sambar, General Partner at XRC Labs, a venture capital firm and accelerator that invested in Proper Good. 

Proper Good is an innovative brand, which is why I was so excited to speak with Chris and Al. The company sells delicious 90-second meals, crafted with clean ingredients, direct to consumer.

“There’s a food renaissance going on,” Al told me. “It’s an explosion of [the] amount of categories, room for different brands, and they can’t be contained within the grocery store.” 

In this episode, Al explains what XRC Labs looks for in a startup and the importance of quality founders. He shares what he liked about Chris and Proper Good that made XRC Labs decide to invest in the company. And Chris talks about the need he identified that inspired him to start the brand, along with the challenges and benefits of launching it at the start of the COVID-19 pandemic. 

Together, we dive into learning from consumers and customers about how to develop products before launching them. We also discuss how Proper Good and XRC Labs are working to get the brand into retail, and the challenges of switching from being a direct-to-consumer product to being a retail brand. 

Listen to The Irresistible Factor’s Interview with Christopher Jane, CEO and co-founder Proper Good, and Al Sambar, General Partner at XRC Labs.


Here’s what you won’t want to miss from our conversation: 

  • How Shark Tank helped Chris refine his brand
  • What XRC Labs considers before investing in a company, and the types of brands they’re currently interested in
  • How Proper Good mitigates risk while developing new products
  • The benefits of a brand with shelf-stable products, and the types of lifestyles it suits


Links mentioned in this episode: 

Al Sambar

XRC Labs

Christopher Jane

Proper Good

Shark Tank – Episode #13.2