We are category defiant, and can have many directions in go to market. We prefer connecting to investors with community engagement and leadership within industry/customer base. Which questions signal proper fit? Where is your favorite place to search? Thank you!
Angel List (www.angel.co) is a good resource - people and entities are gauged on their 'signal' rating so you can see who's most active, and that's a pretty good hint as to who is most likely to have leadership/influence in a particular area. You can search by one/many of filters such as Market, Location, Size etc. to help narrow in your search.
It's also worth looking at complementary/competitive companies and have a look at their path and investors - an example would be Pact Coffee in London, or perhaps a chain of coffee shops who have been recently funded such as Philz Coffee in San Francisco?
So, I'm an investor, but I have no idea about cpg coffee apart from being a consumer. I would recommend you use Mattermark or Crunchbase to try to find those investors that fit your profile.
It's not worth to pitch to investors that don't "get" you or your product. Search and research is the most important part before pitching.
You probably will need a warm intro too. This is more tricky. I usually work a lot with startups that want an intro but can't get it.
If you want to learn more, please give me a call and I will be happy to talk to you. PS: I love coffee and I'm writing this from a Philz Coffee shop :)
3+ years Entrepreneur - Startup Mentor - Startup Sales Leader
Before you approach investors, I would answer the following the questions which will be asked by any (almost) any investor:
(1) Does my product have a Product/Market fit?
(Here is some help: https://www.youtube.com/watch?v=F9aG_8CwSMM)
(2) How will make money? Do you know how your business will work?
(Here is some help: https://www.youtube.com/watch?v=XxfbZoRLiDI)
The best platform to search for investors is angel.co. Furthermore, get active in your local startup community and meet with local investors. Try to find them via FB, TW or startup events.
I hope this will answer your questions. Please let me know if you have any further questions.