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Turning Rejection Into Triumph: How Sarah Michelle Gellar and Her Co-Founders Built a New Baking Brand As an actor, Sarah Michelle Gellar was used to rejection and uphill battles, but co-founding her startup, Foodstirs, has been a challenge like no other.

By Jason Feifer

This story appears in the April 2018 issue of Entrepreneur. Subscribe »

Photographed by David Yellen

"I need to make a decision on this," says Sarah Michelle Gellar.

Her two co-founders, Galit Laibow and Greg Fleishman, stop chatting and join in. It's mid-November, and they're standing in the center of their Los Angeles startup office: a converted garage half a block from a pot dispensary, with two rows of desks in the back, a shared office-slash-conference room for the co-founders up front and the words what's up batches?! towering above a kitchen in the middle. This is Foodstirs, their baking-mix company, and in a week's time, Gellar is going to be on Harry Connick Jr.'s show, Harry, promoting their products by baking…something. But what? That's the decision.

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