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Forbes.com Interview

Sarah Michelle Gellar On How To Slay A Seven-Billion-Dollar Industry
By Michelle King

Sarah Michelle Gellar is a Golden Globe nominee and Emmy award winning actress, who has gone from starring in Buffy to co-founding the food company Foodstirs.

Gellar is taking on a seven-billion-dollar baking-mix and prepared-­foods industry with co-founders Galit Laibow, and Greg Fleishman. “I was really excited about what that change could be and what I would be capable of and what I could push myself to do,” she says.

Foodstirs sells organic and GMO-free baking mixes and kits. Since launching in October 2015, the products have sold in more than 15,000 stores in the United States. This includes retailers like Whole Foods Market, Kroger, Target and soon Starbucks.

Gellar says the career change has been a steep learning curve. “People think that doing a television show is hard. Well try having a business. It is twenty-four hours a day, 7 days a week. It never stops,” says Gellar. In this interview, Gellar shares the secrets to her success and why failing is such an important part of building a business.

Michelle King: How did you get started?

Sarah Michelle Gellar: All of our kids were really enthralled with these baking shows, which were targeting a younger generation. When we wanted to make these products with our children, we were very surprised at the lack of options in the baking category. All we could find were these old legacy brands that were filled with chemicals and ingredients that nobody wanted to see anymore.

When we started to research the category, we saw that it was a seven-billion-dollar category that was being dominated by these older brands that had an 80 percent market share. We thought that was interesting because as a consumer we know what people are looking for. We decided to take the leap and try it.

Click Here to read the rest of the interview.

Kris