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JPalmer Collective, an asset-based lending firm dedicated to empowering women-led businesses, has announced the successful closing of a $1 million line of credit to Floura, a next-generation fibre company founded by entrepreneur Jeni Britton (founder of Jeni's Ice Cream).

This partnership aims to accelerate Floura's mission of transforming the fibre category while addressing significant health and environmental challenges.

Floura, which specialises in crafting fibre-rich bars from upcycled produce trimmings, is positioned to tackle two pressing issues: the widespread fibre deficiency affecting 95% of Americans and the staggering 80 million tons of food wasted annually in the US.

By using ingredients such as apple cores and fruit rinds, Floura not only creates nutritious snacks but also diverts 100 million pounds of fresh produce from landfills, significantly reducing methane emissions.

Jennifer Palmer, founder and CEO of JPalmer Collective, said: “I’ve been a huge fan of Jeni’s Ice Cream — and Jeni Britton herself — for years. She’s a visionary who’s always been ahead of the curve. We see tremendous opportunity to partner with Jeni and her incredible team.”

Palmer highlighted the growing recognition of fibre as a key nutritional component, akin to protein, and expressed confidence in Floura’s potential to resonate with health-conscious consumers.

Is the protein hype a valid health movement or a distraction from what really matters? Read our opinion piece here.

The partnership comes at a time when consumer demand for functional foods is on the rise. With fibre increasingly recognised for its role in promoting gut health and overall wellness, Floura’s approach positions it to capture a significant share of the health food market.

The brand's commitment to using whole-plant ingredients ensures that its products are free from dairy, gluten, added sugars and artificial compounds, aligning with the preferences of today’s conscious consumers.

Jeni Britton, founder of Floura, added: “We chose Jennifer Palmer and her team for their deep expertise, collaborative spirit, and unwavering commitment to supporting female-led companies.”

Britton's previous engagement with Palmer during a panel discussion at Expo West highlighted their shared values around women's leadership and sustainability, paving the way for this strategic alliance.

JPalmer Collective, founded in 2023, focuses on providing customised lending solutions to high-growth companies that may not meet traditional financing criteria.

With a consultative approach, JPC aims to empower women-led brands, particularly those that prioritise sustainability and inclusivity.