Startup Spotlight – The Sure Co.

Interview with April Kelly, CEO & Founder, The Sure Company

Q: What does your company do? What problem are you solving? How did you “discover” this problem? Why are you passionate about it?

April: We specialize in plant based nutrition for infants and toddlers. As a mom of four, this topic has been the center of my motherhood journey since it began over 12yrs ago. After battling postpartum depression leaving me no other option than to transition over to formula feeding, infant/toddler nutrition would become much more than that. After my daughter developed an allergy to a popular formula on the market, we decided to take matters into our own hands, partnering with experts to create a better alternative. Hence, Sure! was born.

Q: What inspired you to start this venture? Is there a story behind the name of the company?

April: During the time leading up to my transition to formula feeding, I remember feeling such uncertainty and quite frankly, defeated. I knew that if I ever came out on the other side, I’d do all I could to make sure that no other mom would feel this way. My aim is to de-stigmatize infant feeding alternatives to include formula feeding and shine a light on the importance of maternal health and postpartum depression.

Q: What’s your favorite part of being an entrepreneur?

April: It takes a special kind of person to throw themselves into entrepreneurship. What excites me the most is the freedom to allow one of my favorite skills to shine. Problem-solving is my “thing” and nothing gets me going more than creating solutions. After all moms are the world’s best problem solvers.

Q: Do you have any mentors or role models who have inspired you while you have been building your business?

April: I have a SCORE mentor, Dr. Mark Frohman, SBTDC counselor Rachel Bridgers, and SBC counselor Shareen Berkowitz who have all been very instrumental throughout my journey.

Q: What is the biggest lesson you have learned in your startup journey so far? What are you still learning today? Any advice for entrepreneurs?

April: One of my biggest lessons have been to own my power! There is no one else in this entire world who thinks exactly like I do. My authenticity makes all the difference. It is my superpower. My advice to any entrepreneur is to hone your superpower and make room for it within your entrepreneurial ventures.

By |2023-04-13T18:19:19-04:00April 13th, 2023|RIoT Blog|