Hy-Vee’s small biz competition sends Midwest entrepreneurs racing for $50K checkout; Here are the winners

BaKIT Box, a Chicago-based subscription service offering baking kits inspired by diverse global cuisines, took home the $30,000 grand prize at the 2024 Hy-Vee OpportUNITY Inclusive Business Summit. 

Shelley Gupta, the founder and CEO of BaKIT Box, was thrilled to receive the grand prize, she said.

“It feels incredible,” Gupta said. “I flew here last night from Chicago, and the opportunity to participate in something like this is just amazing.”

Thursday’s day-long event, hosted at Arrowhead Stadium, brought together entrepreneurs from across the Midwest for a day of networking and learning — capped by a competition for minority- and women-owned businesses pitching their ventures to a panel of judges.

Shelley Gupta, BaKIT Box, at the 2024 Hy-Vee OpportUNITY Inclusive Business Summit; photo by Taylor Wilmore, Startland News

BaKIT Box offers culturally diverse baking kits that make exploring international flavors easy from home. Their kits, featuring pre-measured ingredients, include recipes from regions like Mexico, India, and the Middle East.

Gupta has a clear plan for the prize money, she said, focusing on expanding BaKIT Box’s marketing, particularly through Amazon for the holiday season. She also intends to invest in customer retention efforts and hire a social media manager to strengthen the brand’s online presence.

Reflecting on her positive experience at the summit, Gupta expressed her appreciation for Hy-Vee’s commitment to small businesses.

“The resources and support Hy-Vee is offering to small businesses like mine are just amazing. I’ll definitely be spreading the word and encouraging others to apply next year,” she said.

Technology and innovation

Khushi Shah, founder of Drizzl, won the $5,000 prize in the Technology and Innovation category for her smart irrigation system designed for residential, commercial, and agricultural use.

Khushi Shah, Drizzl, at the 2024 Hy-Vee OpportUNITY Inclusive Business Summit; photo by Taylor Wilmore, Startland News

“The goal is to optimize water usage while minimizing waste,” said Shah.

A student currently attending school in Boston, Shah originally hails from Illinois and discovered the Hy-Vee competition through a mentor in another accelerator. 

Winning the award left Shah feeling excited about the future in technology and innovation, she said. 

“It was a great opportunity right here in the Midwest,” she said.”There were some really cool innovations in the tech category today, so it was just really cool seeing everybody.” 

She plans to use the funds to further develop Drizzl, which is currently pivoting to a commercial product, she said.

“Product development takes a lot of funds, and this will help with that process,” said Shah.

Food and beverage

A $5,000 prize in the Food and Beverage category went to Heather Mincer, founder of Norwood, Missouri-based Yes Honey, a brand offering products made with honey aimed at those with Alpha-Gal Syndrome, a growing food allergy.

Heather Mincer, Yes Honey, at the 2024 Hy-Vee OpportUNITY Inclusive Business Summit; photo by Taylor Wilmore, Startland News

“We’re super excited to share our products and grow awareness,” said Mincer. “The judges were amazing, and the connections we made will be helpful for my business and others too.”

Mincer plans to use the prize money to expand Yes Honey’s marketing efforts and increase inventory, she said, praising the Hy-Vee Opportunity event for connecting her with other entrepreneurs and potential collaborators to help make that happen. 

Mincer envisions big growth for Yes Honey, hoping to make it a billion-dollar company.

“I want to raise awareness about Alpha-Gal and encourage others who face food allergies or health challenges to keep pushing forward,” she said.

Beauty, health, and wellness

Kerri Rush, founder of Fresh Wheatgrass Girl, earned a $5,000 prize in the beauty, health and wellness category. Based in Carlisle, Iowa, Rush grows wheatgrass, juices it, and freeze-dries it into powder for easy consumption. 

Kerri Rush, Fresh Wheatgrass Girl, at the 2024 Hy-Vee OpportUNITY Inclusive Business Summit; photo by Taylor Wilmore, Startland News

“It feels amazing,” said Rush, completing her first-ever pitch at the Summit. “We’ve been in business for 20 years, and this is a big boost to know we’re on the right path with our freeze-dried product.”

Rush’s wheatgrass powder, launched nine months ago, is sold at the Des Moines Farmers Market and online.

“We’re hoping to get into Hy-Vee stores,” she added, noting how valuable the summit was for learning about regulations. 

The prize money will help Fresh Wheatgrass Girl refine its packaging and ensure proper nutrition labeling through her design and marketing firm, she said.

In addition to the category winners, two $2,500 Judge’s Choice awards went to LaVita Green, founder of Caresticks Mobile Phlebotomy, which provides at-home lab testing for enhanced convenience and accessibility, and Chase Brower and Temi Akinlua, founders of Swych Box, a customizable self-service kiosk to use while charging an electric vehicle.

Competitors in each category at the Hy-Vee OpportUNITY Inclusive Business Summit included:

Food and beverage

BaKIT Box, Shelley Gupta, Chicago — BaKIT Box is STEM-inspired baking adventures and interactive activity kits with unique and globally inspired recipes that turn the kitchen into a passport to fun, learning, and culinary exploration.

Eat G.A.N.G.S.T.E.R, Heather McDonough, Andover, Kansas — Eat G.A.N.G.S.T.E.R creates  14 allergen-free baking mixes that bring freedom and joy back to those on therapeutic diets. The mixes are grain free, artificial additive free, nightshade free, gluten free, soy and seed free, Tree nut and peanut free, egg and dairy free, and real food.

Eve Beverage, Janae Barnett, Kansas City, Kansas — Eve Body beverages promote bold, healthy, and fearless lifestyles. The company currently carries a line of juice beverages and will launch a performance hydration beverage line in the spring of 2025.

No Sugar Baker, Jayne Jones, Minnetonka, Minnesota — No Sugar Baker is on a mission to revolutionize the way people bake and indulge by offering a range of mouthwatering products that prove you don’t need sugar to satisfy your sweet tooth.

Yes Honey, Heather Mincer, Norwood, Missouri — Yes Honey offers natural and delicious alternatives to traditional foods and beverages with infused honeys and honey-sweetened drinks that are gluten-, dairy-, and artificial dye-free and alpha-gal friendly.

Tech and innovation

Aurexus Health, Sarah Cox, Columbia, Missouri — Aurexus Health aims to streamline physician and pharmacist communication with a secure direct-messaging system, Direct Line. With this product, pharmacists will no longer have to make multiple calls to clarify a prescription with a physician.

Drizzl, Khushi Shah, Peoria, Illinois — Drizzl (formerly known as E-Code) is a patent-pending smart irrigation system. Users simply insert the provided underground humidity sensors into their land/plant and input their location/plant type into the Drizzl app. From there, Drizzl will take over to only irrigate when it is needed.

ROCKaBLOCK, Rockland Page, Merrillville, Indiana — ROCKaBLOCK is a lifestyle brand with a collection of apparel and accessories that highlight the richness and depth of Black culture through thought-provoking design.

Soak It Up, Carla Scholz, Hugo, Minnesota — Soak It Up cloths and “clards” transform practical, eco-friendly Swedish sponge cloths into clever, fun gifts, and greetings.

SWYCH Box, Temitope Akinlua and Chase Brower, Peoria, Illinois — The SWYCH Box self-service kiosk provides the equipment, supplies, and services car owners need while charging their electric vehicle, from cleaning essentials to free Wi-Fi.

Health, wellness, beauty

Caresticks Mobile Phlebotomy, Lavita Green, Kansas City, Missouri — Care Sticks Mobile Phlebotomy provides comprehensive onsite, mobile phlebotomy, and health risk assessment screenings in the Midwest, going to homes, clinics, and hospitals.

Fresh Wheatgrass Girl, Kerri Rush, Carlisle, Iowa — Fresh Wheatgress Girl makes organic, fresh wheatgrass juice powder that provides wheatgrass shots without the mess and allows customers to enjoy their daily greens without any additives or fillers. 

Here I Go Travel Co., Cheryl Bischof, Wichita, Kansas — Here I Go Travel Co. is dedicated to making travel accessible to the neurodivergent and intellectually disabled community.

Rhythm Cosmetics, Aisha Walker, Liberty, Missouri — Rhythm Cosmetics was created after Walker’s mom lost her hair due to alopecia. The company makes natural hair products that promote hair regrowth without being harmful to women and children.

The Legg Buddy, Garry Goodlett, Cedar Rapids, Iowa — Legg Buddy is a portable and user-friendly leg elevation solution designed to empower people to take control of their comfort and well-being.

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