News & Insights

Meet Our Founders: April Kelly


SURE! – MICRO Fall 2021


Published January 12, 2022

Today, we introduce April Kelly, founder of Sure! in Greenville, NC. Sure specializes in vegan formula for babies and toddlers. 

Q: Kelly, what are you most excited about right now? What keeps you up at night?

A: Our newest family addition brings my heart such joy. He is our only son and the last of our bunch of four! He brings me great excitement and tends to keep me up at night as well!

Q: When did you know you wanted to take an entrepreneurial path?

A: As far back as I can remember, I’ve never taken a liking to someone telling me “no”. In fact, I tend to make it my personal mission to persuade them otherwise or make it happen on my own. Like most other entrepreneurs, I’ve always lived an exciting life right on the edge of what’s possible. I’ve learned many lessons because of my need for a challenge but it’s done me pretty well up until this point.

Q: What is your greatest fear as an entrepreneur?

A: My greatest fear is losing sight of my “why” and not holding up my end of the deal to my customers and supporters. It is super important to me to utilize my business as a vehicle to create generational wealth and job opportunities as well as to create social impact. I look forward to doing all three.

While visiting Greenville, April recommends:

    • Trying Villa Verde, one of her favorite spots to eat. Great food, great people and they’re a small business!


Support April and Sure! by:

  • Visiting their website and subscribing to their email list
  • Sharing their information with other moms and parents you may know