What led you to develop Cookie Chips®?
Cookies are the most popular treat in America, and the most widely consumed baking mix product in the world. And when COVID struck, home baking exploded in popularity.

My curiosity piqued and I began paying attention to the home baking market. After studying some of the marketing research, I noticed a rising problem. For the past few years, consumers have been growing tired of mainstream boxed cookie mixes and increasingly prefer to scratch bake. In fact, a 2023 market study conducted by Mintel Group found that a staggering 59% of home bakers report preferring to scratch bake. But with busy schedules and little to no free time, many still rely on stale boxed baking mix brands. I understood then that we had an opportunity to innovate this space.

In response to home bakers’ frustration, I partnered with premier pastry chef, Joanne Adirim, to create Cookie Chips®, the pastry chef crafted cookie mix that uses 10 extraordinary ingredients. It’s a home baking experience that blends some of the highest-quality ingredients sourced from artisan suppliers around the world into baking mixes that make deliciously crunchy cookies in 15 minutes. It’s 2023 and there’s no need for boring boxed mixes anymore, so this is our direct challenge to the Duncan Hines and Betty Crockers of the world.

Cookie Chips® is launching as a Direct-to-Consumer (D2C) company. This means bakers visit cookiechips.com to place their cookie mix orders. D2C is big business in America and accounts for 17% of all online sales in the USA alone! But beyond the fancy market research, I chose this business model for one very simple, very key reason: we control the customer experience. There’s no middlemen. We get to
invest in our relationship with home bakers before and after they make their purchases.

You served in the Israel Defense Forces. What skills did you learn in the army that translate to your current business?
I served in the IDF’s 7th Armored Brigade, conducting special operations and intelligence missions across Israel’s borders. My time in the service solidified my passion and commitment to the Jewish people and the Land of Israel. But looking back now, so much of what we learn in training and on the border translates to the world of business. Discipline, adaptability and problem-solving, to name a few. Effective teamwork under pressure and the ability to delegate responsibilities has equally been paramount. While not for everyone, the military framework has been instrumental in helping me to navigate the challenges of entrepreneurship, collaborate effectively with partners and guide the growth of the startup.

Why did you choose Touro for undergrad?
I chose Touro University for my undergraduate studies due to the University’s strong reputation and academic offerings. At the outbreak of COVID, early 2020, I was studying computer science in Israel. When my Israeli university abruptly suspended studies, I called Touro College Los Angeles and quickly transferred to their business program. I landed in the U.S. and met with TCLA’s dean, Dr. David Jacobson, and explained that I wanted to continue my computer science education. Within a week, he came back to me and shared with me a proposal of the new concentration in computer science he was opening. His commitment to providing me with the quality education I was seeking aligned with my aspirations. In fact, the entire faculty helped me build a solid foundation in all areas of my studies.

How did your Touro education propel your career?
My time at Touro played a pivotal role in shaping my academic and professional trajectory. I set a bar for myself, worked hard and earned top grades. Under the mentorship of my Touro advisor, Professor Daniel Margolis, I began thinking about continuing on to a top-tier MBA program in the U.S. I graduated from Touro with summa cum laude distinction and applied to the top business schools in the country. To my excitement, I received an offer to join my top choice, the University of Florida’s Warrington College of Business.

Transitioning from being a computer science major to launching a startup in a non-tech industry might seem like a significant shift, but if you want to build an online company, it’s helpful to have the technical know-how to get started. There are thousands of lines of code and dozens of control systems that must be implemented when building an e-commerce brand that is scalable, efficient and optimized for the highest level of user experience. A background in computer science gives you a great foundation in areas like programming, web development, networking and database management. But perhaps more importantly, it has helped me foster a mindset of problem-solving and creative thinking, i.e., getting things to work when no one is around to help.

My Touro education propels me in my studies, and the work ethic I fine-tuned in the halls of Touro generates ROI to this day. And while I continue to strive for academic excellence, the guidance and mentorship I received from beyond the classroom remains a lasting impact on my professional development and academic achievement.

What advice would you give to other students interested in entrepreneurship? What are the keys to success?
Everyone answers this question differently, and honestly, I have never been satisfied by the answers. So, I will answer this as if I was giving myself advice. I would tell myself that, fundamentally, an entrepreneur must remain curious, stay resilient, and be willing to fail. That last one is big. Failure is a stepping stone to success. 95% of people would rather not deliberately feel the sting of failure. So, if you’re willing to fail, you’re ahead of everyone, don't be discouraged by setback. Stay persistent, stay at it and continuously refine your skills (which will happen anyways as you iterate). Maintain a clear vision of your goals, stay loose and open to adapting your strategies and most importantly, don’t let anyone tear you down. What you’re doing is fundamentally hard. So, if someone has a lot to say about you and it’s not helpful, you don’t have to continue the conversation!