NEW YORK – October 16, 2025 – JPalmer Collective (JPC), an asset-based lending company committed to funding high-growth, women-owned and -led, and natural products companies today announced the closing of a $1M line of credit to Floura, a female-founded company dedicated to delivering exceptional, sustainably-sourced fiber-rich bars while fostering positive social and environmental impact. Floura founder Jeni Britton, is the visionary behind Jeni’s Splendid Ice Creams.
“I’ve been a huge fan of Jeni’s Ice Cream — and Jeni Britton herself — for years. She’s a visionary who’s always been ahead of the curve,” said Jennifer Palmer, founder and CEO of JPalmer Collective. “We see tremendous opportunity to partner with Jeni and her incredible team. As someone who believes fiber is
the next protein in terms of nutritional trends, I’m thrilled about this product — it’s not just delicious, it’s genuinely good for you. I know this will be a huge hit, and I couldn’t be more excited for JPC to be a part of the incredible Floura journey.”
Floura will leverage the JPC line of credit to scale the brand and further its mission to revolutionize the fiber category. The company aims to address two challenges: the massive fiber deficiency affecting 95% of Americans and the 80 million tons of food wasted annually in the US. By upcycling produce trimmings, Floura seeks to divert 100 million pounds of fresh produce that would otherwise become food waste, reducing methane emissions while creating nutrient-dense products that support microbiome health.
“We chose Jennifer Palmer and her team for their deep expertise, collaborative spirit, and unwavering commitment to supporting female-led companies,” said Jeni Britton, Founder of Floura. “I had the pleasure of meeting Jennifer when she hosted an Expo West panel discussion, ‘The Future of Natural is Female.’ We immediately connected on important issues of women’s leadership and sustainability and knew then that we’d find a way to work together in the future.”
About JPalmer Collective
JPalmer Collective is a customized asset-based lending solutions provider founded in 2023 by Jennifer Palmer, commercial finance veteran, former president of SFNet and an advocate for improving women’s access to financing. Created to fund high-growth companies that do not fit the traditional lender’s criteria, the company provides white-glove service with a consultative approach to women-led companies. high growth consumer brands and companies focused on conscious consumers, sustainability, and inclusivity so they can achieve sustainable growth.
About Floura
Floura, a next-gen fiber company, founded by Jeni Britton of Jeni’s Splendid Ice Creams, is transforming gut health and sustainability with delicious fiber-filled snacks that put flavor at the forefront. Floura upcycles fresh produce trimmings like apple cores and fruit rinds, which are rich in prebiotic fiber. With 95% of Americans lacking adequate fiber, Floura aims to close the fiber gap with craveable, microbiome-nourishing, whole-plant products free from dairy, gluten, added sugars and artificial compounds. Floura’s mission includes rescuing 100 million pounds of fresh produce trimmings that would otherwise go to waste, promoting healthier people and a healthier planet. For more information follow @livefloura on Instagram and Facebook.
