Rebecca Sholiton & Nate Cooper of Wise Apple on How a Porn Site Led to a Rebrand

September 16, 2017

12:45 pm

Rebecca Sholiton and Nate Cooper are the cofounders of Wise Apple (formally Pak’d), a startup that delivers pre-made, customizable school lunches directly to families’ homes.

They just announced their $3.6 million seed round led by Pritzker Group Venture Capital and Levy Family Partners with Chicago Ventures, Greycroft Partners, BoxGroup and Irish Angels also participating.  Wise Apple was also part of Techstars Chicago class of 2016 which included previous podcast guests Bright and PartySlate.

Use code “chicagotech” for $20 off your first week or this link for it to be automatically applied. 

In this episode, you’ll learn about the inspiration behind Wise Apple, how they made their first lunches, how they collected 300 emails from interested customers on day 1, and the importance of customizations to their business. We’ll also discuss the value of hand delivering your orders and collecting feedback, how they balance healthy and tasty for kids, how a new porn site led to the name change, what it was like working with the legendary Red Antler branding agency in New York, and why Wise Apple won out as the name. Plus, we’ll talk about how influential their Kellogg MBAs have been and whether they think they needed it, why starting a business with a bunch of MBAs is a mistake, and perhaps most importantly, how Rebecca and Nate met.



Read more about the Chicago startup ecosystem on TechCo

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Colin Keeley is the founder and host of Tech In Chicago, an independent podcast with interviews from Chicago’s top startup founders and venture capitalists.