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How Insomnia Cookies Went From College Side Hustle To $200 Million Company

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Insomnia Cookies CEO Seth Berkowitz’s sweet tooth inspired him to bake and deliver cookies around his college campus in 2002. Last year, it brought in over 0 million.

Update: Krispy Kreme purchased a majority stake in 2018, paying roughly 9.5 million for 74.5% of the company, according to a 2021 SEC filing.

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Senior Managing Producer: Eric M. Clark
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Animator: Elham Ataeiazar
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Narrator: Nicolas Vega
Additional Footage: Insomnia Cookies, Getty Images

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How Insomnia Cookies Went From College Side Hustle To 0 Million Company

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American River offering 'once in a lifetime' rafting conditions above Folsom Lake, company says

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While multiple signs are displayed along the American River discouraging boating, rafting and swimming below Folsom Lake, the situation above Folsom Lake is very different. Demand is high for guided whitewater rafting trips in the churning, rolling, fast-moving conditions throughout the Foothills. “People are coming out to phenomenal conditions. They’ve never seen anything like this,” said Chad Richards of Wet River Trips. “This is a once-in-a-decade, once-in-a-lifetime opportunity.” The river flows through Coloma are among the top five conditions since 1998, according to Richards. KCRA 3’s Mike TeSelle reports.

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One of the best wilderness rafting rivers in California, the Middle Fork of the American features world-famous Class 3 and 4 rapids inside a 2000-foot deep canyon. This river is just a short drive from Sacramento, yet is completely remote. Come along, as we explore the top 5 rapids on the Middle Fork!

In the number 5 spot is Chunder. The Class 4 rating for this short and abrupt rapid comes from an exciting six foot drop at the top. Paddlers line up their raft, then get down to ride out the plunge. Crewmembers must quickly get back into position, as Ruck-A-Chucky Falls lies just below.

Coming in at number 4 is the infamous Ruck-A-Chucky Falls. Instead of running this Class 6 rapid in the rafts, guests hike around it on the shore and watch our guides send the boats down empty. “Why?” you ask? Well for starters, it’s a 30-foot waterfall that cascades over sharp, shallow rocks. Ruck-A-Chucky portage is quite the spectacle and a highlight of each trip.

Number 3 is Kanaka. This technical Class 4 rapid will put your crew’s skills to the test. It’s got drops, rocks, bumps, and waves, and is a great example of what makes California’s rapids so famous

Second place goes to Bus Crash (aka Lettuce Hole). Rafts navigate this Class 4 rapid through a shallow entrance, before paddling between two large rocks and into a wave train at the bottom. Run this rapid well, and you’ll have a blast. Make a mistake, and you’ll know where this rapid got its name from!

Our top rapid on the Middle Fork is undoubtedly Tunnel Chute. This legendary Class 4+ rapid was created by Gold Rush miners, who blasted a narrow chute and a wide tunnel through a mountain to divert the river and access large gold deposits. It’s an absolute roller coaster! After lining up at the top, paddlers sit in the bottom of the boat to enjoy the ride. After the final drop, the river calms down and rafts continue through the river tunnel toward more adventure ahead.

The Middle Fork has many other memorable rapids that can be enjoyed on a 1, 2, or 3-day wilderness trip. If you’ve rafted this stunning river before, let us know your favorite rapid in the comments. If you have yet to explore this California whitewater gem, visit our website or give us a call. We’ll see you on the river!

Plan to see all of Middle Fork’s rapids and amazing scenery:
https://www.aorafting.com/river/middle-fork-american/welcome.htm