Greg Warnock

Mercato Partners is a venture capital firm co-founded by Greg Warnock in 2007, specializing in growth-stage investments in technology, branded consumer, and food and beverage companies. The firm is dedicated to partnering with entrepreneurs building transformational companies outside traditional venture-rich technology hubs, focusing on regions that have historically been overlooked by growth capital. Mercato Partners manages over $1 billion in assets and has a consistent track record of success.

The firm's investment strategy emphasizes providing both capital and guidance to high-growth companies, structuring majority, minority, and secondary positions in market leaders with demonstrated high organic growth rates. Mercato Partners is known for its value-add approach, working with its in-house performance team and an extended network of advisors and service providers to accelerate growth. The firm has raised multiple funds, including the $400 million Traverse Fund IV, which focuses on high-growth, mature technology and branded consumer companies.

Greg Warnock, as Co-Founder and Managing Director, brings a wealth of experience to the firm. Prior to Mercato Partners, he was an angel investor and Co-Founder and Managing Director of vSpring Capital (now Signal Peak Ventures), an early-stage venture capital fund focused on the Mountain West region. He also founded Junto Partners, an entrepreneurship education initiative designed to train and mentor aspiring entrepreneurs, and served as the Chairman of the Board for the Community Foundation of Utah. Warnock holds a B.S. in Computer Science, an M.B.A., and a Ph.D. in Entrepreneurship and Venture Finance from the University of Utah’s David Eccles School of Business.

Mercato Partners' portfolio includes notable companies such as Cradlepoint, a leader in cloud-delivered LTE and 5G wireless edge solutions; Stance, a performance and lifestyle apparel brand; and Skullcandy, a company specializing in audio products. The firm's investments span various industries, including technology, branded consumer, and food and beverage sectors, reflecting its diverse investment approach and commitment to supporting innovative companies across different stages and geographies.

In December 2024, Greg Warnock transitioned the role of Chief Executive Officer to Joe Kaiser, a Managing Director and long-time member of the Investment Committee, while continuing his leadership as Executive Chairman. This strategic move ensures continuity in Mercato Partners' proven approach and allows Warnock to focus more on long-term priorities, including investment oversight, strategy, and mentorship. The firm remains committed to delivering industry-leading investment returns to its Limited Partners through collaboration with innovative founders in underserved regions of the United States.

Mercato Partners' approach is characterized by its focus on performance and value creation, partnering with entrepreneurs to build category-leading companies outside traditional venture hubs. The firm's leadership team, including Greg Warnock and Joe Kaiser, continues to guide Mercato Partners in its mission to support and invest in the next generation of great American companies that will disrupt their industries and change how we learn, work, and live for the better.