Making It with Jon Davids 200 - Chocolate Mogul: “We sold 47 million bars and we’re just warming up” | Jake Karls, Mid-Day Squares
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Jul 8, 2025 Jake Karls, co-founder of Mid-Day Squares, shares his journey in building a successful chocolate brand from a humble kitchen operation to a thriving business. He discusses the power of authentic storytelling and community engagement in marketing. Jake opens up about manufacturing hurdles and the impact of rising cocoa prices, emphasizing resilience and innovation. He also touches on the importance of vulnerability in entrepreneurship and how embracing one's journey can strengthen connections. Get ready to explore the delicious world of snacking innovation!
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Strategic Growth Journey
- Mid-Day Squares grew from making 50 bars a day in a condo kitchen to 90,000 bars daily in their own factory.
- They strategically expanded city by city, then rapidly scaled after major retailers like Sprouts showed interest.
Build Out Loud To Attract Buyers
- Build "out loud" by transparently sharing your journey, successes, and failures to create a pre-established relationship.
- This strategy attracts retail buyers and investors who feel connected before contact.
Power of Personal Branding
- Personal brands serve as modern resumes, enabling connections even without prior meetings.
- Authenticity and storytelling give brands a competitive edge for years to come.