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Black-Owned Cereal Start-Up Faces Stiff Headwinds Getting Off The Ground

February 21, 2021: 12:00 AM EST
The mission of Nic King, founder of Connecticut-based Legacy Cereal Company, was to create a healthy breakfast cereal: plant-based, vegan, gluten-free, and tasty. He left his corporate retail job last spring, as the pandemic was gathering steam, and secretly developed the prototype for Proud Puffs, a chocolate-flavored breakfast cereal made with real cocoa and monk fruit as a sweetener. King has been trying to find investors, as well as production plants and kitchens where manufacturing can be scaled up. According to King, after directing contacts to his website, which clearly states it is a minority-owned business, “I started to notice the lack of returned phone calls, lack of email responses.” That was “the most disappointing part.” Also, he walked away from a six-figure investment opportunity when the investor told him the graphics on the cereal package were “a little too urban.” He remains undaunted. His crowdfunding campaign has kept him going since the official launch on February 1, and he’s selling product on the website. 
Stephanie Officer, "Nic King Makes History by Creating 1st Black-Owned Cereal Brand", Inside Edition, February 21, 2021, © CBS interactive
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