Beyond the Boardroom Jon Sebastiani Founder and CEO of Sonoma Brands Capital
By Rosie Padilla
Even in a time before social media influencers, you partnered with some high-profile figures to generate buzz for Krave. Back then we used Jillian Michaels [from The Biggest Loser ], we had Vernon Davis, who at the time was a San Francisco 49er. We also became the official snack of the USC Trojans, the University of Alabama and the Seattle Seahawks. Did you ever question yourself? There was definitely self-doubt, definitely the imposter syndrome that we sometimes all deal with—I know I feel it. The ability to admit it provides strength to others. At that time [while launching Krave], I was ashamed of my own fear, of my own imposter syndrome, because it made me feel like I didn’t even believe in myself. Does your dedication to fitness help you manage stress? The body’s ability to manage a workload and stress is so much greater when you have a workout regimen in place. It’s incredible physiologically, you are able to manage issues and setbacks and problems in a much better way. How important is leadership? A lot of people in life are sheep—they just want to follow, they don’t want to think; they want to be safe, they want to be protected. When people are going this way, I just want to go in the opposite direction. And that is lonely sometimes, but from a business standpoint that sets you apart. Tell us about paying homage to Sonoma in the name of your investment firm. There are a lot of people in Sonoma County that paved the way, that made it possible for a kid like me to even have an opportunity in the wine business—and then Krave, and now Sonoma Brands Capital. So the name of our firm is reflective of this respect I have for Sonoma What led to your involvement with the Sonoma Stompers? I had no idea ever that I would get involved in [the Sonoma Stompers]. But having gone to a couple of games, it was very surprising to me to see the community show up in such a meaningful way. Parents and kids or retired folks that just came out to the game to enjoy some good company, have a hot dog and enjoy some baseball. It’s not the San Francisco Giants—we know that—but the experience when you go to a game is not some Podunk little league game—it’s a game. It’s great! Is there anything you’d like to learn to do? Yeah, I’d like to learn a foreign language. I speak a little bit of Spanish, but I would like to learn French or Italian. Any advice for up-and-coming entrepreneurs? The human side of [business] is what it’s all about. If you’re a selfish, self-centered person, you are not going to make it. You may get lucky, but even if you do make it and you are successful financially or otherwise, whatever success means, you are not going to have a loving community around you. G rowing up, Jon Sebastiani was never sure if he would ever start his own business. Yet his entrepreneurial journey dates back to when he was just 8, and would cut mistletoe off trees and repackage them to sell door to door. Later, at his Sebastiani family vineyard, he shoveled soil from the vineyard, packaged it in small canisters and sold it in the tasting room. He even started a business in college where he sold T-shirts to the sororities, fraternities and clubs on campus. Always wary of failure, Sebastiani used this as fuel to keep working hard to make his businesses successful. In 2009, he founded Krave Jerky, which was created with the intention to shift the mindset surrounding the salty dried beef. In an effort to subvert jerky’s cheap-snack reputation, Krave offered culinary-inspired flavor profiles and all-natural ingredients. The brand proved successful and Sebastiani sold it to Hershey in 2015. These days, Sebastiani is CEO of Sonoma Brands Capital, which he founded as an investment firm based in the City of Sonoma, that makes minority and control investments in growth-stage consumer businesses. (Visit sonomabrands.com .) He also owns the Sonoma Stompers professional baseball club, which plays at Arnold Field in Sonoma and finished the 2024 season with a 31-18 record, earning the franchise’s first appearance in the California Collegiate League playoffs.
Duncan Garrett Photography
74 NorthBaybiz
October 2024
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