Chelsea Williams of FROPRO

Photos by Hannah Edelman

Locals’ favorite snack bar was actually not created by some all-powerful entity, as many assume. That’s right, FROPRO was created by human beings Chelsea and Matt Williams. We talked to Chelsea as part of our series on highlighting female entrepreneurs for Women’s History Month. She shared some of her struggles, how she deals with overcoming challenges and also what makes it all worth it.

Atlantic Current: What does being a female entrepreneur mean to you?

Chelsea Williams: I think being a female entrepreneur is about seizing opportunities, demonstrating resilience, and inspiring other women to pursue their entrepreneurial aspirations. It definitely involves navigating a landscape that may have historically been male-dominated and leveraging unique perspectives and strengths that women bring to the table. Overcoming the challenges and obstacles that come along with that are part of what makes it fun and interesting. 

AC: How do you overcome obstacles in your business?

CW: Overcoming obstacles in my business is a constant challenge. I always try to approach obstacles with a solution-oriented mindset — thoroughly analyzing the issue, seeking advice or input from mentors and peers, being adaptable to change, building a strong support network both personally and professionally, learning from failures, and maintaining a positive attitude are key.

AC: What would you tell your younger self?

CW: I would tell my younger self to get comfortable failing and embracing failure as a stepping stone to success. Mistakes and setbacks are inevitable, but I’ve found that they are invaluable learning experiences. You can’t mess up anything that wasn’t meant to be, so trust the process! 

Chelsea and Matt Williams of FroPro Snack Bars.


AC: What advice would you give other women looking to start businesses?

CW: For women looking to start businesses, my advice is to START! It will never be the right time and you can’t wait for perfection. If that were the case I’d still be waiting. No one starts a business that is successful on day one, you work hard and you make it successful. I would also highlight that at FROPRO we focus on one thing and that’s making really delicious peanut butter snack bars. Putting out a quality product or service that you can stand by is key. We want to make sure we focus on what we know we’re good at and not spread ourselves too thin trying to tap into other markets (yet!) 

AC: What is the biggest challenge you’ve faced in your industry?

CW: The biggest challenge I have faced in the CPG industry is battling the highly competitive landscape and crowded environment that comes along with it. Not to mention the presence of several established players and the constant evolution of trends. The need to distinguish oneself as a brand is paramount, and I’ve always been mindful of avoiding trends or shortcuts. 

AC: What have been some of your proudest moments as a business owner?

CW: There are so many! What I’m most proud of as a business owner has been building my team. It wasn’t just about filling positions but creating a family that shared a common vision. Piggybacking off our amazing team — the transition from working in the business to working on the business is something I am incredibly proud of as it’s allowed me to see the bigger picture, focus on strategic initiatives, and implement long-term strategies that contribute to sustained success. Lastly, meeting strangers who genuinely love our bar has been incredibly rewarding and never gets old! Beyond individual moments, I take immense pride in the positive impact our business has had on the community. I love when people introduce themselves and tell me their customers of FROPRO! It really makes my day! 


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