Hungry for more: Three Triad food prep startups receive $10,000 NC IDEA MICRO grants

Biotech, semiconductors and health care are the Triad’s best-known startup sectors. But, now, the region is being recognized for its food startup scene.

Three Triad startups, all in the food preparation business, received a $10,000 NC IDEA MICRO grant from the entrepreneurial support organization’s fall cycle. The startups were Elaka Treats from Greensboro, Robert Rust Foods from Winston-Salem and Haw River Mushrooms from Graham.

Since 2018, NC IDEA has awarded nearly $1.8 million in MICRO grants – which are intended to help young startups advance – to 177 companies across the state.

“Our newest 15 grant recipients, 14 of which represent under-served communities, speak directly to the economic potential of our state,” said Tom Ruhe, president and CEO of NC IDEA. “Each grant cycle, the MICRO application process becomes more and more competitive mainly due in part to the vital work of our ecosystem partners and their continued commitment to level the playing field for promising startups.”

Here's a little about each Triad recipient. See a list of the other awardees below.

Elaka Treats

Founded in 2019, Elaka Treats makes all-natural ice cream and frozen treats inspired by the founder’s childhood in Abu Dhabi. The company’s ice creams have been sold at pop-ups, farmer’s markets, online. With hopes to move more into the wholesale business, Elaka Treats recently began selling its products to Vimala’s Curryblossom Café in Chapel Hill.

Elaka Treats is looking to find a Greensboro location to manufacture its treats.

Haw River Mushrooms

A 2023 TBJ Family Business Award winner, Haw River Mushrooms grows exotic mushrooms for its mushroom-based prepared foods, including its award-winning mushroom jerky.

Founded in 2012, Haw River Mushrooms experiences an average of 30% annual growth and moved into a larger facility two years ago. In addition to selling at farmer’s markets, the startup also sells directly to farm-to-table restaurants.

Robert Rust Foods

Founded in 2022, Robert Rust Foods makes burritos and bowls from scratch. Although it is now mainly a prepared foods business, the startup began as a food truck and still sells hot foods at Winston-Salem’s weekly Cobblestone Farmer’s Market and other pop-up events.

Robert Rust Foods’ products, including vegetarian and vegan options, are currently available at ten locations across North Carolina.

Three Strands Recovery Wear to compete for $50,000 grant

In addition, NC IDEA announced its twelve finalists for the 36th cycle of its $50,000 NC IDEA SEED grant. Three Strands Recovery Wear, a Winston-Salem startup that designs bras for breast surgery recovery, will present at the organization’s November summit in Raleigh to compete for the grant.

Its founder, Leah Wyrick, was featured as a TBJ Founder Under 25 in 2022. In July, Three Strands Recovery Wear began testing its bras with surgeons at Atrium Health Wake Forest Baptist, Novant Health and Forsyth Plastic Surgery.

NC IDEA MICRO grant recipients, fall 2023