In 2021, 330 billion U.S. dollars were invested in new companies. 2% went to women-owned businesses and .34% went to women of color. Stacy’s Pita Chips recognized the challenges that many women entrepreneurs face and created "Rise", a short documentary to encourage women business owners to apply to the Stacy’s Rise Project's annual mentorship program.

Tapping an award-winning, Canadian-American filmmaker of Indian descent to direct the film was intentional on every level. Her dedication to representing and amplifying the underrepresented stories of women and immigrants comes from the heart and is clearly present in "Rise". This emotionally engaging short film highlights how women's roots – the histories, voices, and fortitude of those who came before – are a rich reserve of resilience that inspires their rise and continued fight for progress.

In collaboration with Hello Sunshine, the media company founded by Reese Witherspoon, Stacy's set out to create a documentary that explores the day-in, day-out situations of three previous beneficiaries of the Stacy’s Rise Project: Jocelyn Ramirez, Maria Jose Palacio, and Sajani Amarasiri. Directed by an award-winning filmmaker and featuring an original poem by New York Times #1 best-selling author and poet, Rupi Kaur, the film celebrates their strength in the face of adversity to rise, and how the mentorship and support from Stacy's have changed their businesses – and their lives – for the better.

The goal of "Rise" was to drive attention to Stacy's Rise Project's invaluable opportunity for funding, mentorship, and community and get more women to apply for these resources.

To show their commitment to equal opportunity – in front of and behind the camera – the production company worked with a predominantly female crew in key positions of leadership, including author, poet and performer Rupi Kaur, the director, director of photography Emily Topper, and editor Eleanor Infante. In fact, nearly all (92%) of the primary roles in the making of the film were comprised of women.

The film is helmed by an award-winning female director of color, who, when presented with the project, felt compelled to participate based on the grim statistics for capital going towards women-founded businesses. As an artist and mother herself, the director was able to tap into her own life experience to authentically tell this story.

As a filmmaker, she has always been dedicated to representing and amplifying the underrepresented stories of women and immigrants, which is a quintessential component of the "Rise".

To further the commitment to equal opportunity – in front of and behind the camera – the director was joined by a mostly female crew, including author, poet and performer Rupi Kaur, director of photography Emily Topper, and editor Eleanor Infante. In fact, nearly all (92%) of the primary roles in the making of the film were comprised of women.

"Rise" brought further awareness to Stacy's initiative and also helped to educate people on the program's opportunities for entrepreneurs. The campaign garnered 2.75 Billion earned media impressions and website traffic to the Rise microsite was up 300% in one month.

The "Roots to Rise Market" Sundance activation was an extension of Stacy's commitment to supporting creative, innovative, and visionary women. Visitors at the activation had the opportunity to view the film, as well as enjoy several brand-hosted panels, in partnership with Variety, featuring the creators of the "Rise" film and women in film and entertainment.

The film gave the Stacy’s Rise Project the awareness it deserved, so these female entrepreneurs could be seen and heard. To date, Stacy’s has given over one million dollars to 59 female-founded businesses.