San Francisco Equity Partners, a private equity firm focused on expansion-stage companies in the consumer sector, have acquired a majority stake in Rustic Bakery, a producer of organic and specialty foods and high-velocity specialty cracker brand.

Rustic Bakery is a specialty foods company manufacturing and marketing a growing portfolio of artisanal products like crackers, crisps, cookies and biscuits. The firm’s products are organic, non-GMO with locally sourced ingredients and manufactured in its Petaluma, CA production facility.

RB’s products are sold in over 5,000 stores across North American in a spectrum of channels including grocery, club, e-commerce, specialty and foodservice.

“Rustic Bakery is a strong, authentic brand built on exceptionally high quality,” said SFEP managing partner Scott Potter. “We see a significant opportunity to expand the brand’s product portfolio, distribution and customer base, and look forward to bringing our strategic and operational resources to bear as we partner with the company on its next phase of growth.”

Aspect Consumer Partners acted as exclusive financial advisor to Rustic Bakery in connection with the transaction.