American Provenance won the Greater Madison Chamber of Commerce’s annual Pressure Chamber pitch contest Tuesday at the Overture Center and earned an all-expenses-paid trip to meet potential investors in Silicon Valley.

The Blue Mounds, Wis.,-based company makes all-natural personal care products, which can be found locally at Hy-Vee, Metcalfe’s and Whole Foods.

Goods Unite Us, NovoMoto, OnLume and The Virtual Foundry were the other participants. Four judges represented half the voting weight, and the other half came from the audience.

Live Undiscovered Music (LÜM) won last year’s contest. The event is part of Forward Festival, which continues through Thursday.