Today, it seems like sugar is added to almost every food product. That’s why the brand High Key’s mission is to remove 10 million pounds of sugar from the American diet, one sugar-free cookie at a time.On this episode of The Irresistible Factor, Joe Ens, CEO of HighKey, joins host Kristi Bridges to talk all things small business. He shares how he transitioned his career from the corporate world to something smaller — something he really believes in.In this episode, you’ll hear about High Key’s distribution, challenges, investment, marketing and innovation. Joe also discusses the importance of having a growth mindset and a strong sense of values to incorporate company culture.Together, they explore how the hybrid workforce of today has affected the workplace, as well as the difficulties small companies experience. Kristi and Joe also discuss how Joe’s disciplined routine helps him get through difficulties and where he hopes to see HighKey in the next five years.To founders and CEOs, Joe’s advice is, “You have to have something that has a value proposition — and in food, it better taste good!”