CPG Due Diligence: The Operator Framework Behind a $1B Exit | Keith Levy Part 1
Release Date: 04/23/2026
The Seller’s Power Shift: How to Defend Valuation After the LOI
M&A Science
Signing the LOI can feel like you’ve won. For the seller, it may actually be the moment when the balance of power starts moving the other way. Praveen Ghanta learned that firsthand while selling HiddenLevers. A key enterprise contract slipped during diligence, the valuation story changed, and just before the diligence period expired, the buyer came back asking to reprice the deal by nearly 50%. What followed was a tense negotiation over how much to concede, what to protect, and when walking away becomes the better option. What You'll Learn Why seller leverage changes after signing an LOI...
info_outline
The Discount Is the Wrong Question in Private Equity Secondaries
M&A Science
Secondary deals are often judged by a single metric: the discount. Richard Chow thinks that's the wrong place to start. After spending most of his career investing in and advising on secondaries, Richard has seen what happens when investors focus too heavily on price and miss what is actually driving the transaction. Richard and Kison walk through the decisions behind LP-led deals, continuation vehicles, private-market liquidity, and some of the assumptions buyers routinely get wrong. They also get into Richard's own investing mistakes, including a SpaceX opportunity he passed on, and what it...
info_outline
How to Finance Acquisitions Without Giving Up Equity
M&A Science
How do you keep buying companies without eventually losing control of the company you built? SS&C Technologies founder and CEO Bill Stone has spent four decades avoiding exactly that. Rather than treating each acquisition as an isolated transaction, SS&C built a system around protecting ownership, using debt when the economics make sense, paying it down quickly, and creating enough value after close to preserve capacity for the next deal. Bill walks through the decisions behind acquisitions including FMC, GlobeOp, and Blue Prism, his experience taking SS&C private with...
info_outline
Where AI Actually Helps and Fails in M&A Legal Work
M&A Science
AI can now draft, review, and benchmark deal documents in a fraction of the time it used to take, but knowing when to trust the output is a different skill entirely. Aaron Binstock, a partner at Cooley with nearly 20 years of transactional experience, has seen both sides of that tradeoff firsthand. Where does AI actually save time on a deal, and where does it create false confidence? What happened when a client's AI-generated tax step chart was built on the wrong assumption? How does reverse prompting produce a better first draft than a single one-shot prompt? And what's changing about how...
info_outline
The Back-Office Surprises Nobody Warned You About When Going Global
M&A Science
Due diligence covers deal terms, but it doesn't cover what happens once you're running payroll, benefits, and banking in a country you've never operated in before. A legal entity change can lock a company out of its own bank account overnight. Benefits plans get frozen in by local law. A language rollout can hit five systems on the same go-live day. And having handled one acquisition in a country doesn't guarantee the next one plays out the same way. Jennifer Lipschultz has led integration on more than 20 acquisitions across the Netherlands, Sweden, Germany, and India for ECI Software...
info_outline
How to Structure an Acquihire Deal in the AI Talent Race
M&A Science
AI talent deals are no longer small acquihires built around a simple price per engineer. Some now carry billion-dollar price tags, forcing buyers to rethink deal structure, diligence, tax exposure, and retention. Baker McKenzie’s M&A Partner Derek Liu has personally signed over $110 billion in transactions from both sides of the table. That mismatch, old tools built for a different kind of deal, is what's forcing corp dev and legal teams to rework their playbook, and it's the throughline of this conversation. What You'll Learn The real cost difference between a stock purchase, an asset...
info_outline
What Buyers Want from Bankers and Founders
M&A Science
Your standard teaser tells a buyer everything about your company and nothing about why you fit their strategy right now. When sellers expect the buyer to figure out that alignment, the deal dies on the desk. Andrew Morbitzer has led more than $2 billion in acquisitions at Intuit and GoDaddy, worked on the sell-side as an M&A advisor, and returned to the buy-side as VP of Corporate Development at Life360. What You'll Learn Why do corp dev teams default to no on inbound deals before the first conversation How banker incentives and buyer incentives point in opposite directions How to...
info_outline
220 Deals. One Playbook. How to Scale M&A Without Losing Control
M&A Science
If you scale the deal flow without the operating infrastructure to match it, things break fast. The playbook is a document nobody opens, closing weeks turn into fire drills, and the returns you modeled start to slip. Shawn Rodricks, Head of M&A - Independent Consultant, built the infrastructure before the volume hit. He closed 220 acquisitions across two organizations, 37 at Rexall in pharmacy and 183 at Amerivet Veterinary Partners, by wiring in the operating system from the start. What You'll Learn The five-part operating model behind 220 acquisitions How to hire for biz dev vs. corp...
info_outline
How to Build a Deal Model That Beats PE on Price
M&A Science
Buyers who mistake a high LOI bid for a winning strategy are easy prey for sellers who know the growth equity playbook. Jeremy Segal's position: precision at the LOI stage is a stronger differentiator than price. Jeremy Segal is EVP of Corporate Development at Progress (NASDAQ: PRGS), a publicly traded software company that has nearly doubled revenue through M&A, from under $400 million to nearly $1 billion. He has closed roughly 50 acquisitions across his career at Progress, LogMeIn, and Akamai. How do you build a cost-optimization model before LOI for lines you know you can execute?...
info_outline
The People You Lose in M&A: Key Talent Retention Before Close
M&A Science
The people who leave post-close are usually the ones the deal depended on. Which means the problem starts with how you read culture before LOI and whether financial incentives are the only retention tool you are building with. Haseeb Jawad heads corporate development at Commvault, running a lean team with full accountability from sourcing through integration. He has led two to three acquisitions per year across multiple companies, sat on both sides of a transaction, and serves as his own IMO lead. The signals that tell you a deal will lose people are visible from the first founder...
info_outlineKeith Levy, Operating Partner at Sonoma Brands Capital
Keith Levy backed an exit of just under $1B and a $400M exit using the same five-pillar framework, and he starts with the founder every time. Finance comes last.
As Operating Partner at Sonoma Brands Capital, Keith has spent six years evaluating consumer brands across food, beverage, pet food, snacks, and cosmetics. Before that he was CMO at Anheuser-Busch through the $52B InBev deal, president of Royal Canin USA for Mars, and the strategic acquirer who led the Kind acquisition at Mars Wrigley. He knows what the data room doesn't show you, and this conversation is built around that gap.
The first of two episodes covers the full five-pillar CPG diligence framework and the Touchland and Boon's case studies. The second episode, out the following week, covers CPG brand lifecycle, exit positioning, and capital allocation.
What You'll Learn
- Why the founder evaluation comes before the financials.
- How to read product-market fit the way an operator does, not a financial analyst.
- What a credible go-to-market strategy looks like vs. one that crashes in execution.
- Why supply chain control is now a diligence requirement, not an afterthought.
- How to get the right operators inside a strategic acquirer interested before a banker calls.
- The Touchland case study: under $1B exit in less than two years
- The Bachan’s Japanese BBQ sauce case study: ($400M) exit with McCormick at the table.
____________________
If you evaluate consumer brand investments and want a framework for the risks the model won't surface, DealPilot, powered by M&A Science, has the practitioner playbook. Join at mascience.com/membership.
Already a member? The bonus conversation with Keith is live now: boards, earnouts, and the hardest lessons from six years backing consumer brands, exclusively for M&A Science members.
____________________
This episode is sponsored by DealRoom
DealMax starts Monday.
Find us at the Aria
DealRoom: Booth 109,
M&A Science: Booth 208.
Kison will be signing copies of Buyer-Led M&A all three days, and we've got a candy bar and swag worth stopping for. Then, join us monday night for a happy hour, RSVP here: https://hubs.ly/Q043VnNH0
____________________
Episode Chapters
[00:00:00] Intro
[00:02:02] Keith’s background overview (24 years at AB, $52B InBev deal – narrated)
[00:05:40] Running Royal Canin and joining Mars / Mars Wrigley
[00:08:45] Why Mars acquired Kind
[00:09:15] What is Sonoma Brands and how Keith got there
[00:10:17] The Budweiser CMO era & favorite ads
[00:15:12] The Mars / Wrigley China integration
[00:23:15] How Sonoma Brands evolved from venture to growth equity
[00:25:11] Why deals don’t work and what Sonoma changed
[00:27:12] The Keith Levy CPG diligence framework
[00:30:04] How to evaluate a founder
[00:35:40] What product‑market fit actually looks like
[00:38:32] Touchland: under $1B exit in two years
[00:39:05] Go‑to‑market: sequencing channels & steady growth
[00:41:10] Why TAM is just a sniff test
[00:43:31] Why how you make the product matters more than you think
[00:47:08] The real value an operating partner brings