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Friday, September 15, 2023

Mom of 4 Launches First Black Female Owned Plant-Based Infant Formula Startup

April Kelly, founder of Sure!

Nationwide — Meet April Kelly, an African American mompreneur with four children who is also the Founder and CEO of Sure!, an innovative, plant-based infant formula alternative that is set to redefine the way parents approach early childhood nutrition. As the first black female-owned infant formula startup, her company not only challenges the norms but also propels the conversation surrounding parenting and nutrition into new territory while championing the cause of families in need.

April’s story is a remarkable one of determination, resilience, innovation, and an entrepreneurial spirit. It all began with her personal struggle with postpartum depression intensified by her commitment to return to her budding corporate career after just six short weeks of maternity leave, which led her down an unexpected path of innovation.

Seeking the best for her infant daughter following a severe allergic reaction to a popular brand on the market, she embarked on a mission to find a wholesome alternative to conventional infant formulas. Fueled by her maternal instincts and unwavering determination, April embarked on a journey of research and experimentation, working closely with medical professionals, including her own trusted pediatrician and other food scientists.

Amidst the backdrop of April’s personal journey as a Black mompreneur, Sure! stands out as a beacon of hope for parents and families often left out of mainstream child nutrition conversations. April’s experience as a Black mom, coupled with her own battle with postpartum depression, laid the foundation for an extraordinary idea: an innovative, plant-based infant formula alternative that would later become the cornerstone of her startup venture.

In an era where maternal resilience and innovation collide, Sure! addresses the pressing issues faced by parents, particularly Black moms, who often grapple with the lack of representation in child nutrition discussions. April’s journey reflects the spirit of empowerment, determination, and the unwavering desire to provide the best for her children.

However, Sure’s impact goes far beyond innovation. Recognizing the vital importance of giving back to the community, April Kelly has forged a strategic partnership with the non-profit organization Beast Philanthropy. Just as Sure! disrupts the infant nutrition landscape, Beast Philanthropy disrupts conventional philanthropy by focusing on empowering families, promoting education, and improving access to resources within underserved communities.

April’s commitment to donate a portion of the first batch of her MVP product (a complete nutrition beverage for toddlers) to families in need echoes Beast Philanthropy’s mission to uplift, empower, and foster lasting change. This dynamic partnership creates a ripple effect of positive impact, aligning with Sure’s overarching vision to ensure that every child receives the nourishment they deserve.

“The journey from battling postpartum depression to creating a pioneering infant formula startup has been an incredible one. Our collaboration with Beast Philanthropy takes our mission a step further by giving us the opportunity to support our local families directly,” shares April Kelly, founder, and CEO of Sure!. “As a Black mom, I understand the unique challenges we face, and it’s a privilege to be in a position to make a difference.”

As Sure! embarks on its crowdfunding campaign, the call to action is clear: support innovation, empowerment, and community transformation. By contributing to the crowdfunding effort, individuals can play a pivotal role in redefining infant nutrition and bringing lasting change to underserved communities. Donate here: https://bit.ly/givebacktheimpact

About Sure!
Sure! is a pioneering infant formula startup founded by April Kelly, a resilient mom, and entrepreneur. Fueled by a commitment to innovation and the pursuit of excellence in infant nutrition, Sure! is dedicated to revolutionizing the way parents approach early childhood feeding. Learn more at SureCompany.com

About Beast Philanthropy
As a 501(c)3 organization, Beast Philanthropy exists to leverage the power of social media platforms and raise funds to alleviate hunger, homelessness, and unemployment. Beast Philanthropy will provide life-changing grants, assistance, and both monetary and non-monetary gifts to individuals and families. With your support, Beast Philanthropy will change the world. Learn more at BeastPhilanthropy.org

For press inquiries, contact info@thesurecompany.com or 252-320-9602