Foodstirs has made a name for itself as a lifestyle cooking company, particularly in the sale of baking kits. But have you any idea of how big of an uphill task it was to start the company?
The co-founders Sarah Michelle Gellar, Greg Fleishman, and Galit Laibow must thoroughly enjoy the company’s success given all the sweat and blood they poured into their business to set it off the ground.
Before becoming your go-to DIY baking site, Foodstirs faced a lot of skepticism. Suppliers, retailers, and investors all laughed at the celebrity-endorsed idea, much to Gellar’s surprise.
Having played Buffy Summers in Buffy the Vampire Slayer, Gellar’s talent as an actress was in no doubt. As an entrepreneur, however, the world needed some convincing.
Speaking about their initial challenges, CEO Galit Laibow admits that if they had let the numerous times they were rejected get to them, their company would have never been born.
You know how people politely decline requests for help? That must hurt more than when someone openly comes out as mean. Unfortunately, this is exactly what Laibow and co. had to deal with.
However, they had noticed a gap in the market that no one wanted to open their eyes to just yet. According to Laibow, the baking kits and mixes idea wasn’t even that complicated. The issue was that it was somewhat hidden, revealing itself only to those who had the eye of perception such as herself.
Looking back at it now, it’s surprising how she actually started a new movement. It was 2011, and the mother of two was on leave nursing her newborn.
With lots of free time on her hands, she had the luxury of playing out different scenarios of how her kids would grow, and she imagined of a time when they’d want to know more about their mom’s career.
In her current situation, the only answer she could give them was that she spent time on TV helping promote other people’s products.
Something of Her Own
It was then that she felt she needed something of her own, one that even her kids could be part of. Her firstborn was really into everything cooking at the time, and it was she who inspired Laibow to think of something they could all do as a family.
She came up with the baking idea, not just for the sake of starting a business, but really for what it would mean to her, since it would allow her to spend more time with the kids.
Once she started producing the mixes, she would have her friends try them out, one of whom was Gellar.
When the show the actress was on got canceled, she suddenly had enough time on her hands to join Laibow in her venture, and by 2015 they had officially launched Foodstirs.
They would have their customers place their orders online, then ship out the mixes to them on a monthly basis.
Soon enough, retailers were reaching out to them, looking to stock their products. However, the two co-founders were in the dark on how to go about it, till they were put in touch with Greg Fleishman.
Upon meeting Gellar and Laibow, Fleishman was convinced that they had a good thing going that he joined them as a co-founder. The rest, as they say, is history.