Mid-Day Squares — How to build a legacy as an entrepreneur

Nick Saltarelli always wanted to build a legacy as an entrepreneur. That’s why he decided to compete at the highest level of entrepreneurship and put his love for chocolate to the test, creating Mid-Day Squares, the first functional chocolate bar. 

In our conversation, Nick shares how he is building his chocolate empire at lightning speed and working his way toward his goal of $100 million in revenue. “When you go into ultra-competitive saturated markets,” he told me, “it’s harder to fuck up than going after niche markets, but — here’s the big caveat — it requires real innovation. You cannot go into a saturated market without having a product that’s 10x better than everything else.” 

Together, Nick and I dive into some of the disruptive things he’s doing in the category. He also shares his advice for other entrepreneurs, his formula for success, and some of the valuable lessons he learned from his previous entrepreneurial ventures. 

 

Listen to The Irresistible Factor’s Interview with Nick Saltarelli — Mid-Day Squares Co-Founder. 

 

Here’s what you won’t want to miss from our conversation: 

  • The valuable role data and innovation have played in Nick’s entrepreneurial journey
  • Why Nick believes it’s important to go against the majority and be your true, authentic self
  • Insight into Mid-Day Square’s fundraising journey; growing a CPG brand from the ground up
  • Why Nick recommends performance coaching for every entrepreneur

 

Links mentioned in this episode: 

Mid-Day Squares 

Nick Saltarelli on LinkedIn 

Nick Saltarelli on Twitter 

Chomps 

Leslie Karls Saltarelli on LinkedIn 

James Gavin Professional Coaching 

The Irresistible Factor Podcast  

Sawtooth Group 

Interview with David Habib— Founder and CEO of Yo Mama’s

“You just sit down and you’re like, “Why am I doing this?” and then there’s other times where you understand the overall mission and you are creating jobs and you are feeding families and you’re doing something that’s so much greater than whatever problem is on your screen, right? I think that that’s an important framework …”

 

I am delighted to have David Habib, Founder and CEO of Yo Mama’s Foods on this episode of The Irresistible Factor. Yo Mama’s is a brand on a mission to bring people delicious, healthy food made with only the ingredients mom has in her pantry. His claim to fame started with a delicious tomato sauce, and now includes a variety of pasta sauce flavors, along with salad dressings and other condiments like ranch, ketchup, and buffalo sauce.

 

David took the ultimate risk-founding a company with no prior experience or knowledge of the CPG industry.  He learned quickly (and sometimes expensively)but through the process, was able to find the right people and the right partners that believed in him and supported his brand.  

 

You’ll hear what motivated him to take the plunge and leave his corporate job to launch a business at only 24 years old, and his difficult yet exciting journey thus far. David tells us about challenges around finding manufacturers who believed in the brand, why they now own all of their supplier relationships, and how they have managed to build the right economics and infrastructure to create sustainable long-term growth all without any outside funding. 

  

Stick around until the end to hear the tools David uses to cope with the stresses of being an entrepreneur, and why he believes it is so important to build creative time into your schedule. Tune in to hear all of this and more from an inspiring young guest!

 

Listen to The Irresistible Factor’s Interview with David Habib, Founder & CEO of Yo Mama’s. 

 

Here’s what you won’t want to miss from our conversation: 

  • What motivated him to create a brand inspired by how his mom cooked
  • Establishing, distributing, and scaling his products with no prior experience
  • David’s POV on bootstrapping,  creating sustainable growth, and raising capital
  • His recent commitment to setting boundaries around mental and physical health

Links mentioned in this episode:  

David T. Habib on LinkedIn 

Yo Mama’s Foods 

Shopify 

Wholefoods 

The Irresistible Factor Podcast  

Sawtooth Group 

Interview with Colin Schilling – Schilling Cider Founder and CEO

“Something that I think any company can do better on, is creating that kind of performance culture around always looking to maximize and optimize. That only happens if you’re getting feedback on your work.”

 

On today’s episode of The Irresistible Factor, I’m sitting down with Colin Schilling, the Co-Founder and CEO of Schilling Cider. Schilling Cider is the second largest producer of cider in the nation by volume, but that isn’t their biggest claim to fame. What really makes Schilling stand out from its competitors is its commitment to sustainability and a people-first company culture.

 

Colin quit his first (and only) corporate job after less than six months to start producing the very first canned cider in the United States. Over the past ten years, they have failed fast, made some  big pivots and seen huge success.

 

In this episode, Colin shares the story of Schilling Cider, from making beverages for fun on his family’s farm during his childhood, to creating a successful  company with culture that is best-in-class. Colin shares the mistakes he’s made with distributing too broadly early on, and some lessons he has learned along the way.

 

 Even more interestingly, Colin also shares why he is  actively trying to slow down growth and take a breath – yes, you heard that right! Schilling Cider is doing things differently from almost everyone else in the beverage space; tune in to hear how!

 

Check Colin’s case study below that speaks more to Schilling’s commitment to sustainability – specifically their effort to only produce printed cans instead of wrapped or printed cans.

 

https://willamette.edu/mba/faculty-research/case-studies/schilling-cider/index.html

 

Listen to The Irresistible Factor’s Interview with Colin Schilling, Founder & CEO of Schilling Cider. 

 

Here’s what you won’t want to miss from our conversation: 

  • What the cider market looked like when Schilling Cider was founded
  • Why Schilling Cider insources as much as they possibly can
  • Examples of how Schilling Cider invests in culture and the  growth of their employees

Links mentioned in this episode:  

 

Schilling Cider  

Schilling Cider on Instagram 

Schilling Cider on Facebook 

Schilling Cider on TikTok 

Colin Schilling on LinkedIn 

The Irresistible Factor Podcast  

Sawtooth Group 

Interview with Steve Molino – Principal at Clear Current Capital

“…Only create a company if you’re creating a solution to a problem that exists, but the solution doesn’t already exist. It’s really difficult for investors to get excited if what you’re bringing to the market is already out there, and it’s only slightly different.” 

 

I am thrilled to be joined by Steve Molino, Principal of Clear Current Capital on this episode of The Irresistible Factor. Clear Current Capital is a publicly funded, specialized venture capital firm making early-stage growth and impact investments in the US plant-based food and cell-cultivated meat space.

 

Steve joins us to discuss the importance of innovation in the plant-based space, the exciting applications of precision fermentation, and the power of brand storytelling. He also offers some insight into the kinds of companies that Clear Current Capital invests in, and shares his thoughts on what makes a great founder.

 

With prior experience at leading mission-driven venture capital firms, as well as in the financial services and strategy consulting spaces, Steve has a wealth of expertise to share. Be sure to tune in to learn more about how Steve and Clear Current Capital are catalyzing sustainable change in the food system and how you can play a part in driving that mission forward.

 

Listen to The Irresistible Factor’s Interview with Steve Molino, Principal at Clear Current Capital. 

 

Here’s what you won’t want to miss from our conversation: 

  • Pros and cons of specialized venture capital with a narrow focus on sustainable food
  • Why there is a need for innovation in the plant-based food space 
  • Defining true white space in the sustainable foods market 
  • Brands to watch right now and how they’re paving the way for other founders

Links mentioned in this episode:  

Clear Current Capital 

Steve Molino on LinkedIn 

Steve Molino on Twitter 

Cowspiracy 

The Good Food Institute 

ProVeg Incubator 

Rising Tide Collective 

The Irresistible Factor Podcast  

Sawtooth Group 

Interview with Samantha Citro Alexander, Co-Founder of Bitewell

“When you look at the underlying root causes of poor health, diet-related diseases make up over 75% of that. So why aren’t we addressing the problem at the source: diet?”

 

I had a blast talking to Samantha Citro Alexander – Co-Founder of Bitewell on this episode of The Irresistible Factor. Samantha’s mission is to revolutionize the way we think about food by providing access and information about healthy and nutritious food to as many people as possible. Bitewell provides companies and their employees a way to encourage healthier eating (and ultimately better health) through personalized eating plans and insurance subsidies for doing so. Through the Bitewell app employees can order food from a large selection of meals that benefit their individual health needs.

 

We  talk in depth about things like the benefits employers will reap by making their employees’ health a priority. We also talk about the truly individualized process they’ve created, and most importantly how they had to change their business model in order to survive!

 

Samantha has incredible energy and a positive attitude towards challenges and stresses she (and most entrepreneurs ) encounter, the biggest of which was a complete shift in their original business model which started as a direct-to-consumer play.  Samantha also gives excellent advice to founders about how not to be their own worst enemy and why it is critical to delegate the things you’re best at (yes, you read that right).

 

Listen to The Irresistible Factor’s Interview with Samantha Citro Alexander, Co-Founder of Bitewell. 

 

Here’s what you won’t want to miss from our conversation: 

  • How Bitwell is trying to solve one of the greatest challenges of the American population – healthcare spending. 
  • How Bitwell has convinced employers that it is to their benefit to incentivize their  employees to eat healthier 
  • Samantha’s advice on pivoting your business model. 

Links mentioned in this episode:  

Bitewell 

Samantha Citro Alexander on LinkedIn[Text Wrapping Break]Samantha Citro Alexander on Instagram 

Samantha Citro Alexander on Twitter 

JUARA Skincare 

Mush Foods 

Ashley Thompson on LinkedIn 

The Irresistible Factor Podcast  

Sawtooth Gr

 

Interview with Amberlee Venti – Pippy Sips Co-Founder and CEO

“My goal is for [Pippy Sips] to become the status quo and that women expect something sleek, reliable, and safe for their breastmilk storage and cooling.”

I’m pumped to be speaking to a friend of mine, Amberlee Venti on this episode of The Irresistible Factor. Amberlee is the Co-Founder and CEO of a FemTech brand that I love, Pippy Sips. Their mission is to create products that make pumping easier and more accessible to all breastfeeders. Their flagship product, “Maia” is an award-winning storing, cooling, and monitoring device for breastmilk.

 

Listen to The Irresistible Factor’s Interview with Pippy Sips Co-Founder and CEO, Amberlee Venti,

As a brand that just recently launched, Amberlee shares what her journey has looked like over the past five years to get to where she is today, and how the SKU accelerator program (which is where Amberlee and I met) supported her through the pre-launch phase. We also discuss Amberlee’s experience as a female founder in FemTech, and she provides advice for navigating a male-dominated industry. If you’re a female founder looking for some guidance, this one’s for you!

 

Here’s what you won’t want to miss from our conversation:

  • How and why Amberlee came to start Pippy Sips
  • How mentorship and creating long-term goals made Pippy Sips more successful
  • How Pippy Sips approached male investors with a FemTech product
  • Why Amberlee is passionate about keeping feminism as part of her brand

 

 

Interview with Sherry Zhang – Molecular Biologist and GenoPalate Founder

“My goal is to really know how we can provide something that everyone can benefit from; from the insights, from the technology and services.”

I am excited to be joined by Sherry Zhang, Molecular Biologist and Founder of GenoPalate, on this week’s episode of The Irresistible Factor. GenoPalate is a leading data-driven personalized nutrition platform that utilizes genetic and non-genetic information factors that are important to an individual’s metabolic health. Sherry is paving the way to change the way people approach their own health, by spreading awareness of this new, individualistic approach to nutrition. 

“…Until several years back, there wasn’t a way to link your own genetic code, your personalized nutritional needs, with your health through food. That’s kind of the problem we’re trying to solve.”

Sherry and I talk about why a one size fits all approach to solving an individual’s health concerns doesn’t work and why personalized nutrition is the way of the future. We also talk about how advanced science and technology differentiates them from other testing services.

 

Listen to The Irresistible Factor’s Interview with Molecular Biologist, and GenoPalate Founder, Sherry Zhang. 

 

Here’s what you won’t want to miss from our conversation: 

  • What makes GenoPalate different from other testing services
  • The new GenoPalate program: Jump and Go. 
  • How Sherry has scaled and raised capital 
  • Where Sherry sees the company in five years 

 

Links mentioned in this episode: 

Sherry Zhang on LinkedIn 

Sherry Zhang on Twitter 

GenoPalate 

The Irresistible Factor Podcast  

Sawtooth Group 

Kristi Bridges on LinkedIn 

Kristi Bridges on Twitter 

Interview with Imaware Co-Founder, Jani Tuomi

Jani Tuomi is the Co-Founder of the at-home testing service, Imaware. Imaware removes the barriers of access to traditional testing and provides a more affordable and easily accessible route to discovering your own biometric data, a trend that is gaining traction fast!

In this episode of The Irresistible Factor, Jani and I discuss how Imaware has worked closely with reputable doctors and scientists from the start to ensure reliable, lab grade testing. When Imaware first launched back in 2018, there was a lot of skepticism around at-home testing, but post COVID consumers and even doctors have adopted this new way of testing.

Jani talks about how Imaware has been able to gain some amazing partnerships with many of the biggest scientific companies in the world like BD, and with clinician groups that are starting to look at preventative cardiology. He also talks about their approach of educating their consumers – leading with facts, not fear. 

“…We never ran a Facebook ad that would say things like, ‘One in two people will develop heart disease in their life’ and fear factor it. It’s like, ‘Did you know that 50% of people who have heart attacks have normal cholesterol’. Leading with fact, and education, and citing that, showing study data around it, and then saying, ‘Here’s what you can do about that.’ It’s just been an approach we’ve taken right from the start. 

Jani also discusses why he isn’t worried about competitors, Imaware’s challenges around raising capital, and his hopes for the future of the brand.

 

Listen to The Irresistible Factor’s Interview with Imaware Co-Founder, Jani Tuomi. 

 

Here’s what you won’t want to miss from our conversation: 

  • Jani’s background and how his brother’s illness led him to co-found imaware
  • The implication of the word ‘consumer’ versus ‘patient’
  • Imaware’s commitment to protecting consumer data
  • The benefits of having access to and control of your own biometric data
  • The challenges imaware faces as it grows

 

Links mentioned in this episode: 

 

Jani Tuomi on Twitter 

imaware  

iwi 

The Irresistible Factor Podcast  

Sawtooth Group 

Sawtooth Group 

Kristi Bridges on LinkedIn 

Kristi Bridges on Twitter 

Interview with Restore Hyper Wellness Founder and CEO, Jim Donnelly

In this episode of The Irresistible Factor, Jim talks about how his first experience with cryotherapy inspired him to start a business around wellness that has grown to 135 locations and many services that go well beyond cryotherapy. He also talks about his plan to open 1,000 locations in the next four to five years. 

Jim had a plan, and he followed through. He attributes his success to his incredible team and their ability to attract (and keep) great talent through an impressive culture they have built within the brand. He also believes that  being self-aware is their “superhero.” 

“We know where our weaknesses are, we know where our blind spots are, we make sure that we address those things. We do it in a relatively egoless, emotionally mature way.”

Jim has a lot of experience in the health and wellness world. Both Jim and his wife were high-level athletes and have been consumers of wellness products for decades. Jim also owns high-end health clubs on the East Coast and learned many lessons along the way, which contributed  to the success of Restore Hyper Wellness. 

In this interview, Jim shares his eye-opening  experience starting this business. He originally thought that his primary target audience would be athletes, however, that wound up being  only 15% of their clientele, leading to a much bigger opportunity for Jim and his team. Jim shares how his company has grown astronomically in a short time, and challenges he faced along the way. 

 

Listen to The Irresistible Factor’s Interview with Restore Hyper Wellness Founder and CEO, Jim Donnelly.

 

Here’s what you won’t want to miss from our conversation: 

  • The three principles of hyper wellness
  • How Restore operates from a medical point of view 
  • How they managed to scale so quickly from a financial perspective
  • The high standards Restore requires for their franchisees
  • What has contributed the most to Restore’s success as a brand

 

Links mentioned in this episode: 

Jim Donnelly on LinkedIn 

Restore Hyper Wellness 

Jesse Itzler on LinkedIn 

The Irresistible Factor Podcast  

Kristi Bridges on LinkedIn 

Sawtooth Group 

Interview with Wile Co-Founder, President and COO, Corey Scholibo

Corey Scholibo is the Co-Founder, President and COO of Wile, a company that’s brave enough to take on a taboo subject — perimenopause and menopause. 

On this episode of my podcast, The Irresistible Factor, Corey and I discuss what Wile does, and why its target audience is so important, along with the archetype Wile has created for women often overlooked in the market. Additionally, Corey shares his opinion that the attitude of “grin and bear it” through menopause is patriarchal and unnecessary. 

“[Menopause and perimenopause] is not a dysfunction,” Corey says. “It’s not a system not functioning appropriately; it’s functioning exactly as it’s supposed to. We can do dramatic things to make it very different for you but there’s no avoiding it.”

Together, we explore why women in their 40s are craving the ability to have a voice, and how Wile helps fulfill that desire. We also look at Wile’s challenges and successes, marketing and branding, where the name came from, and the lessons Corey has learned from working in this industry. 

Importantly, Corey shares his views on asking for help, and divulges advice on entrepreneurship: “If you are worried about rejection, you’re in the wrong business.”

 

Listen to The Irresistible Factor’s Interview with Wile Co-Founder, President and COO, Corey Scholibo.

 

Here’s what you won’t want to miss from our conversation: 

  • Why starting Wile has been easier for Corey than any of the other startups he’s been part of
  • Why educating people on peri-menopause and menopause is essential for this line of work
  • Corey’s controversial theory on marketing and branding for this industry
  • The importance of talking to retailers when trying to sell a product

 

Links mentioned in this episode: 

Corey Scholibo on LinkedIn

Wile

rePurpose

Gwendolyn Floyd on LinkedIn

State of Menopause

Whole Foods

Walgreens

 

Interview with The Good Patch CEO, Cedar Carter

Cedar Carter loves products that help improve people’s lives. That’s why she’s CEO of The Good Patch, a company that creates wellness wearables for everyday struggles, using tried-and-true ingredients. 

On this episode of The Irresistible Factor, Cedar shares how she’s pioneered this space. She also notes the challenges the company is facing, like teaching consumers about this new technology, and informing them of its benefits. Together, we explore why reaching the right consumer is imperative to success. (That’s why The Good Patch has a strong marketing and customer research operation.)

Cedar also tells us the most exciting aspect of working at The Good Patch for her and what’s next for the company. 

To fellow CEOs and entrepreneurs, Cedar says, “It’s always better to keep your employees happy than to be constantly trying to find new ones.” 

Listen to The Irresistible Factor’s Interview with The Good Patch CEO, Cedar Carter.

 

Here’s what you won’t want to miss from our conversation: 

  • How The Good Patch reaches customers and their sampling programs
  • How to scale a wearable wellness company 
  • The importance of looking after your employees
  • How Cedar’s background at big companies helped her in this smaller company

 

Links mentioned in this episode: 

Cedar Carter on Linkedln

The Good Patch

Target

Ulta Beauty

CBS Beauty Supply

Hershey

Interview with Maxine’s Heavenly Co-Founder and CEO, Robert Petrarca

“There’s just so many ways for you to sink the ship in those early stages,” said Robert Petrarca, Co-Founder and CEO of Maxine’s Heavenly, a brand that makes delicious, homemade-style cookies that are sweetened by nature. “It’s also running out of money and overspending and the retail industry with the nuances of distribution and all the challenges that go into that… I think there was a culmination of luck, grit and tenacity that got us through those stages.”

On my podcast, The Irresistible Factor, Robert shares how he got into the foodie world and managed to grow his business, even through those rocky early stages.

Robert gives listeners advice on how to approach investors, how to create a funnel for capital and how to ensure holistic health within a business. He also helps us understand his own personal recipe for creating the perfect mix of characteristics that helped fulfill his vision of building a successful business. (It helps that he has a performing arts background!) 

Plus, we learn about how to stand out in your brand market, the power of adaptability, and how Robert was able to blend his passions for food and health with cookies.

To other founders, Robert has clear advice on branding: “An attribute is not a brand: it is simply a quality. It’s a descriptor.” 

Listen to The Irresistible Factor’s Interview with Maxine’s Heavenly Co-Founder and CEO, Robert Petrarca.

 

Here’s what you won’t want to miss from our conversation: 

  • The recipe background of Maxine’s Heavenly, and how it’s been adapted to use better-for-you ingredients
  • Advice for how to manage thin teams, tough margin  and tight capital
  • How to successfully obtain business investors
  • Strategies for using data successfully, especially in the early stages

 

Links mentioned in this episode: 

Maxine’s Heavenly

Maxine’s Heavenly on Twitter

Robert Petrarca on LinkedIn

 

 

 

Interview with HighKey CEO, Joe Ens

Today, it seems like sugar is added to almost every food product. That’s why the brand HighKey’s mission is to remove 10 million pounds of sugar from the American diet, one sugar-free cookie at a time.

On my podcast, The Irresistible Factor, Joe Ens, CEO of HighKey, joins to talks all things early-stage. He shares how he transitioned his career from the big corporate world to something slightly smaller — something he really believes in. 

In this episode, Joe discusses the importance of having a growth mindset and a strong sense of values to incorporate company culture. You’ll also hear about HighKey’s distribution, challenges, investment, marketing and innovation. 

Together, we explore how the hybrid workforce of today has affected the workplace, as well as the difficulties small companies experience. We also discuss how Joe’s disciplined routine helps him get through challenges and where he hopes to see HighKey in the next five years. 

To founders and CEOs, Joe’s advice is, “You have to have something that has a value proposition — and in food, it better taste good!” 

Listen to The Irresistible Factor’s Interview with HighKey CEO, Joe Ens.

 

Here’s what you won’t want to miss from our conversation: 

  • What HighKey’s distribution is like right now
  • What challenges come with low-sugar brands
  • The importance of learning from mistakes and moving on with a growth mindset
  • What it’s like to move from working at big companies to a smaller one

 

Links mentioned in this episode: 

Joe Ens on Linkedln

HighKey

AJ Patel on Linkedln

John Gibb on Linkedln

James Beard Awards

Amazon

Mindset 

Dr. Carol Dweck

 

Interview with Ketch Ventures Co-Founder and Managing Partner, Joe Tonnos

What’s a critical component to consider in the early stages of venture capital investing? People. And people are particularly important when a business is starting — when founders need to bring a big, bold idea to market.

That’s why for serial investor Joe Tonnos, 75 percent of early-stage investment is the founders an investor is backing. The remaining 25 percent is the product, market, and everything else. Joe is the Co-Founder and Managing Partner of Ketch Ventures, an investment firm that partners with disruptive, early-stage entrepreneurs and management teams to add value and grow consumer-facing businesses to the next level. 

On my podcast, The Irresistible Factor, Joe shares his more-than-a-decade’s worth of experience investing in and advising companies across a number of different sectors. 

Joe outlines what early-stage investors like Ketch are looking for, highlights some of the defining characteristics of great founders. He also shares his advice for entrepreneurs: “It’s having the vision, it’s being prepared to explain it, and making an investor understand what makes [your business] compelling and how it’s going to benefit them.”

Listen to The Irresistible Factor’s Interview with Ketch Ventures Co-Founder and Managing Partner, Joe Tonnos.

 

Here’s what you won’t want to miss from our conversation: 

  • Ketch Ventures’ investment goals
  • What compelling brands Ketch has partnered with, like UrbanStems and Los Sundays Tequila
  • The defining characteristics of a great founder, including vision, resilience and pragmatism
  • The impact of margin compression, supply chain issues and more

 

Links mentioned in this episode: 

Joe Tonnas on LinkedIn

Ketch Ventures

UrbanStems

Los Sundays Tequila