The company was based in New York City, USA, and was launched by Cheryl Clements in October 2016.

[1] After working as a senior project manager with SAP SE software, Clements identified an unmet need for early stage funding for food and beverage start-ups.

[1][2][3] In 2014 she launched a food crowdfunding platform called Fund-A-Feast, which she rebranded as "PieShell" in 2016.

[1] The site launched with four campaigns that included a hot dog truck and a ketchup product.

[1] The venture was financed in part by a GoFundMe campaign and initially operated out of a Spacious coworking space.