As healthcare workers become today’s heroes, food and beverage brands across the country are banding together to give back and donate to New York City metro hospitals under a new initiative, FoundersGive.

When former Kombrewcha CEO and co-founder Ariel Glazer left the alcoholic kombucha brand in 2018, he promised himself two things about his next venture: it wouldn’t involve selling physical items and it wouldn’t rely on traditional retail distribution.

It’s not just what you sell that makes or breaks a brand, but where you sell it. That’s the thesis behind venture firm Coefficient Capital, which last week announced it had raised $170 million for its first fund.

Founded in 2017, Wildwonder currently has a distribution footprint of about 100 independent retail doors and about 300 office and on-premise accounts. According to founder and CEO Rosa Li, the name change reflects a new brand identity that moves beyond tea and transforms the company into a broader health and wellness beverage platform.

Some growing food and beverage companies are concerned that they will be left out of a new set of loans designed to lessen the impact of the coronavirus crisis because they are backed by investment funds.

While some of the category’s larger players have sought to build a consumer base by leaning into mainstream flavors, M Kombucha, formerly known as Kombucha Culture, is staking its brand on the drink’s purported functional benefits.