"Transparency and authenticity are the new currency. If you don't figure that out, you won't be able to get the purchases because consumers today want to understand what the brand is about … They want to see the humans behind the brand." -Jake Karls

Transparency and authenticity are the new currency in today's business landscape. Consumers crave genuine connections with the brands they support, valuing honesty and vulnerability over polished perfection. In a world saturated with noise, the brands that dare to be unapologetically themselves will rise above the rest.

Jake Karls is the co-founder of Mid-Day Squares, a modern-day chocolate company redefining the way we indulge. As a passionate advocate for transparency and innovation, Jake has built a brand that prioritizes both functional nutrition and emotional connection.

Revisit this insightful conversation as Jake shares Midday Squares' journey of growth, legal challenges, and the power of staying true to your values in a rapidly evolving industry.

Connect with Jake:

Jake Karls is an actuary turned modern-day Willy Wonka. He co-founded Mid-Day Squares in 2018 along with his sister and brother-in-law. They manufacture the world's first Functional Chocolate Bars: "Everything a chocolate bar isn't, everything a protein bar wishes it was." The social skills he acquired from running run a clothing brand (Chase & Hunter) became a strength for Mid-Day Squares, his role being the Chief Rover Officer and Resident Social-Personality. He makes a noise, builds relationships, and spreads love.