You know that candy bar you’ve kept hidden from your family? – Your “little secret”? Well, joining us today on The Irresistible Factor is the CEO of the chocolate company wanting to make your little secret better-for-you – Little Secrets Chocolate.On this week’s episode of The Irresistible Factor, Kristi is joined by Jeremy Vandervoet, CEO of Little Secrets Chocolate – a better-for-you chocolate company. Little Secrets makes your childhood favorites like KitKat and Twix bars with better taste, better ingredients, and way less sugar (YUM!)Jeremy brings 20 years of incredibly valuable experience in the chocolate industry at Nestlé to Little Secrets Chocolate. We discuss what it was like transitioning from a huge corporation, to a small, early-stage brand. We also discuss the many lessons he has learned since joining Little Secrets – like the importance of getting your margins right early on and why defining your value in the marketplace is imperative.“You cannot rely on scale and growth to solve your margin structure. I know that’s so simple to say, easy to say, but in a lot of – and I think a lot of people are getting very sober on that idea too, is you need to price it early, pricing that lever and getting your margin structure right now, versus just saying, ‘Oh, when I double this business…”Jeremy and Kristi also discuss Little Secrets’ marketing, capital raising, manufacturing and hopes for the future. Jeremey is a wealth of information for entrepreneurs and other startups looking for advice.