Taste Radio

If you are going to have the occasional indulgent dessert, at least make sure it’s worth indulging on. Greg Fleishman, a veteran CPG executive and co-founder of organic baking kit brand Foodstirs, has made that the simple guiding principle of Foodstirs, the organic baking kit brand he helped launch alongside co-founder Galit Laibow and actress Sarah Michelle Gellar in 2014. Launched as a direct-to-consumer subscription service before expanding into retail, the brand has set out to disrupt a sleepy baking mix category with innovative products that merge high-quality, sustainable ingredients and indulgent flavors. In an interview with the Foodstirs founders included in this episode of Taste Radio, Gellar explained that they view themselves as customers of the brand as much as owners, an outlook that’s shaped how Foodstirs considers innovation and ingredients. “I think we’ve elevated sourcing when it comes to baking,” Gellar said. “I feel very confident in saying there is no baking mix whose ingredients cannot o