ELISA CROFT

I know a good brand when I see one.
And I know how to make other people see it too.

I co-founded First Friday CPG to help brands stand out and own their space. We work with founders who have something special and aren’t afraid to make noise. If your CPG product’s got it, we’ll make sure everyone knows it.

Before First Friday, I built the momentum that turned pistachio milk into a nationwide obsession, made kombucha a go-to (not just a wellness fad), and took brands from scrappy to retail-ready. I’ve been in the room for the big wins and the messy moments and I know exactly how to turn your “what if” into “we did.”

I also write The Spaghetti Test, a newsletter about film, and make movies with Paper Horse Pictures.