Jessica RolphWhen you hear "baby food," what springs to mind? A tiny jar of drab-colored, highly processed puree, the consistency of toothpaste?
Rolph tapped Johnson School faculty and classmates for assistance. "Zach Shulman was particularly helpful, lending his legal and entrepreneurial advice to us," says Rolph. "And many classmates invested in the first round of financing and introduced us to additional investors and connections in the industry."
To be sure, there were rough spots. To demonstrate the HappyBaby concept to potential investors, Rolph, Visram and ten helpers squirted pureed vegetables into tiny cube trays that were then frozen. "It took us all day to make a few hundred trays of HappyBaby to send to all the Whole Foods buyers," says Rolph.
Though things are smoother, Rolph and Visram are still logging plenty of hours. Neither of them has children yet, adds Rolph: "For now, this business is our baby – and a very demanding one!"
For every package of HappyBaby food sold, the company works with Project Peanut Butter – a non-profit that provides food for starving children in Malawi – to feed one child for one day.