Just Fare

What they do

Embodying its motto of “Tastes good. Does good,” Oakland, CA-based catering company Just Fare is dedicated to creating a positive impact for its workforce, the planet, and the community—by paying living wages, intentionally sourcing local and organic products, and purchasing from women- and BIPOC-owned businesses.

Just Fare’s office catering business booked millions in revenue before the pandemic. However, as offices closed, Just Fare pivoted to launch a community kitchen with a loan from the Small Business Administration’s Paycheck Protection Program. In efforts to advance greater food equity in the Bay Area, the kitchen partnered with over 40 local community-based organizations to distribute over 445,000 meals to people in the East Bay.

In 2022, Just Fare relaunched its workplace catering, and along with its event catering business, their revenue exceeded pre-pandemic levels in 2023.

Since 2022, Just Fare has been led by CEO Bronwen Sterling after Co-founder and former CEO Gabriel Cole stepped down. Bronwen found her way to sustainable agriculture and food after a music career working on platinum records with the likes of Lil Jon, Pitbull, and Ying Yang Twins. She went on to earn an “esoteric” master’s degree from the University of Gastronomic Sciences in Italy.

“My transition from music to food was mainly due to the community and people aspect,” shares Bronwen. “I loved hosting dinner parties and fundraisers. Food brings people together.”

The human aspect of the food service industry is now one of Bronwen’s main focuses at Just Fare, having spent an early part of her career in food pushing for improvements in the agricultural supply chain.

Why we invested

Just Fare sought funding for working capital, refinancing, and marketing/growth capital for its rebranded events arm and new online ordering system. Advance California, the statewide expansion of our Advance Strategy outside of San Diego, provided capital for Just Fare’s next stage of growth.