Healthy, Nutritious Muesli Cereals: Launch NY’s Entrepreneur of the Week

October 29, 2014

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Healthy, Nutritious Muesli Cereals

Evoke Foods

Evoke makes nutritionally focused muesli cereals with unique and functional ingredients like goji berries, chia seeds, and quinoa. The ready-to-eat breakfast cereals are healthy, convenient, and versatile. They can be eaten cold with milk or yogurt, cooked hot like oatmeal, or used in a variety of recipes like bars, breads, or smoothies. Evoke got its start in 2011 at the Rochester Public Market and has since expanded into major grocery stores. Evoke is currently selling its muesli throughout the East coast in 700 retailers, including Wegmans, Whole Foods, Stop and Shop, Giant, Fresh Market, and more. Planned expansion for 2015 includes West Coast retailers and new products. In July 2014, Evoke received an investment from Accel Foods, a New York City based accelerator focusing on high growth food startups.

Who is Evoke?

Ian Szalinski President & Founder

Ian Szalinski

Ian Szalinski studied Business and Psychology at SUNY Geneseo. He developed an interest in entrepreneurship through coursework and projects with area small businesses and mentoring under an angel investor. He founded the Geneseo Ski and Snowboard Club, which grew to over 600 active members in just two years, and is still active today. After graduating, Ian worked in healthcare market research but became critical of the industry, as he found it in his view, more about making money than making people healthy. Always living and eating healthy, Ian saw a void in truly healthy, nutritionally-complete breakfast options. He launched Evoke Healthy Foods in 2011 to fill this void. Ian enjoys living in Rochester, particularly the outdoor and winter, through snowboarding, mountain biking, rugby, hockey, cooking, and motorcycling.

Launch NY is proud to be working with some of the most promising start-up businesses in Upstate New York. Each week we will bring you an interesting story about people with whom Launch NY is working, and who are shaping the entrepreneurial landscape in Upstate New York.

Launch NY is a non-profit venture development organization with a mission to create jobs by providing guidance, mentoring and investments to help emerging companies succeed within the 27 counties of Upstate New York.