Our guest today is Nick Saltarelli one of the Co-founders of Mid-Day Squares. Mid-Day Squares is the first functional chocolate bar. Nick founded the company with his wife, Leslie and brother-in-law Jake. We discuss how and why his family wanted to start a chocolate company, why they decided to vertically integrate instead of outsourcing manufacturing, their combination of marrying content with a CPG and much more. Without further ado, here’s Nick.

And there you have it. I hope you all enjoyed Nick’s story of how and why he started Mid-Day Squares.

Did you always want to know you wanted to be an entrepreneur?
What were some of the pivotal moments in your life that helped shaped you personally and professionally, how you wanted to work with people?
Why did you focus on CPG?
How did you meet Lez?
How did you land on chocolate?
Why did you decide to share everything publicly?
How did Jake come on board?
Is it a tough dynamic working with your wife and your brother-in-law?
What was your process for raising capital?
How did you think about brand and branding?
Why did you decide to create your own manufacturing plant vs. outsourcing manufacturing?
How do you think about storytelling and building a passionate audience?

#65 Nudging en Gedragsverandering voor Pensioen