Trading Secrets - 322. Rachel Mansfield: From Food Blogger to Raising $3M & Selling in 2,000+ Target Stores

Episode Date: August 10, 2026

This week, Jason is joined by food creator, entrepreneur, investor, and Kadude’s co-founder Rachel Mansfield for a conversation about turning an unexpected firing into a multi-faceted career spanning content, consumer brands, and venture investing. Rachel breaks down getting fired from her $54,000 corporate job after her food blog was viewed as a conflict of interest, giving herself six months to make it on her own, and ultimately surpassing her old salary within that timeframe. She reveals how brand partnerships, affiliate revenue, and evergreen recipe content helped turn her online following into a legitimate business. Jason and Rachel also dive into the economics behind cookbooks and venture investing, including why a $100,000 book advance can disappear quickly when photography alone can cost $60,000–$100,000. Rachel shares how she went from promoting brands to investing in them, eventually launching a venture fund with her husband that has raised roughly $3.5–$4 million and invested across more than 20 brands. Plus, Rachel breaks down building Kadude’s, including spending roughly $500,000 developing the product, selling out its first online launch within hours, raising a $3 million seed round, and landing a nationwide Target rollout that has expanded to more than 2,000 stores. Rachel reveals why diversifying your income, building ownership, and constantly finding new opportunities within your niche have been key to her success. She reveals all this and so much more in another episode you can’t afford to miss! Host: Jason Tartick
Audio: John Gurney
Video: Marc Colcer
Guest: Rachel Mansfield Learn more about your ad choices. Visit podcastchoices.com/adchoices

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Apple Calendar, Outlook, and more. And gives you customizable views. Families are better when they're working together. Right now, Skylight is offering our listeners $30 off their 15-inch calendars by just going to my skylight.com slash secrets. Go to my skylight.com slash secrets for $30 off your 15-inch calendar. That is, NYSK-Y-L-G-H-T dot com slash secrets. Welcome back to another episode of training secrets. Today we are joined by someone whose entire career has been a study in reinvention. Rachel Mansfield, an early food creator turned founder, investor, and now co-CEOO of one of the fastest scaling kids snack brands in the country, Caduce. Rachel's story starts with a setback. She was fired without severance from her corporate CPG job after her employer decided her food blog was a conflict of interest.

She gave herself six months to make it work. Within six months, she surpassed her old salary, and over the next decade, she built Rachel Mansfield. dot com into one of the largest most trusted healthy recipe platforms online. From there, she became an early investor and advisor to Better for You brands like Amara Grooons and launched her own venture fund with her husband. And now a decade after getting fired, she's building her biggest business yet. Kadoots, a Better For You snack brand. She co-founded with Jordan. They sold their first production run out in two hours and just rolled out nationwide in Target and recently closed a $3 million seed round all while she's finishing her second cookbook that comes out this August. I'll tell you what,

Rachel, what don't you do? Thank you for being on trading secrets. Do you need to take a breath? And my head- I do. That is a long resume. My head is spinning from that intro. Who wrote that? How do you do? The funny thing about your cookbook is it's called More Please. It's like, can you really do more? No, I'm good. I'm maxed out. You got to be tired. I'm good. No, I'm good. We're thriving. I slept a solid eight and a half hours last night. So I'm ready. Wow. That's nice. I'm sure that doesn't. happen often. But let's get into it. Let's start right from the intro. So you're fired from this job. And in six months, which is what you gave yourself, you surpassed your salary. What was the job?

How much were you making? I was working at a beverage company in like the better for you space. And I actually started working there because I picked up the bottle at the grocery store, started drinking it, became obsessed and wrote the info at so-and-so.com. Started working there as the assistant, the CEO and founder. And then eventually evolved into running their earned media department. It was when Instagram really started to take off. This is like 2013, 2014. Influencers weren't a thing. It was like food bloggers and like blogs in general.

And I was making $54,000 a year when I got fired. And they fired you because they saw you as like a competitive threat? I started my food Instagram. I had like 10,000 followers. No one was making money from Instagram in 2015. By the time I was fired, they said it was going to be a conflict of interest. And they fired. I was completely blindsided.

I had no idea I was going to get fired. You had just gotten married, like four months beforehand. I was on like 37th and 7th Avenue. I lived down on 26th Street and 7th. Got it out of the meeting. And I was like, what am I supposed to do? I just got fired. I didn't even call my husband.

I was mortified. And I walked home and was like, now what, what do I do? And the wild part about it is so at the time, your husband's in finance, right? And then 2021, what, six, seven years later, he ends up quitting his finance job to come work for you. Think about what a turn of a round of events that is from 54K being fired and blindsided and now your husband's working with you. Let's talk about the first six months because a lot of people now in 2026 are trying to do what you did. Leave a corporate job and get it off and going. Obviously the landscape has changed. But in that first six months, how did you monetize at a speed

that was 54K and six months when like people like you said, they weren't even monetizing on social media at that point? How'd you do it? It's a good question. And I actually, I have this Excel like a Google drive a spreadsheet and it tracks every patty I've made since 2015. Wow. So recently I did a deep dive back to 2016, like the first, because it was December 2015 and I got fired. So, you know, it was like actually like a good timing because January, start of the year, see what you could do. And I did a lot of consulting work. So I would reach out to brands and me like, hey, like I help run like influencer marketing. Like influencer marketing wasn't a thing. No. I could help a social media strategy. I could help seating creators. I just kept putting myself out there. So in the beginning, it was

more I was getting paid to help brands internally than getting paid to like post on my page. Okay. And then as that was taking off, I think more brands started paying like a few hundred dollars or a thousand dollars or whatever it was to like get the exposure on my brand. But my Instagram like skyrocketed around that time. What was it that allowed your Instagram to skyrocket? Because everyone's trying to do that now. Well, the feed was so different.

There was no Instagram stories. You had to post three times a day. There was no reels. And I would post three to four food picks a day. And I don't know. The algorithm was such a different time. I'm a grandmother in this space. Like, imagine I have, like, a cane and all gray hair when it comes to Instagram.

Like, I've been around for so long and now. So now it's different. Like, you could grow a lot quicker now, I think. Now there's a million ways to also generate revenue on social media. If you go back to, let's call it, your first year after this six-month period, you're starting to rock and roll. It sounds like you got every penny lined up here. That first year, was the revenue sources aligned with brand deals only?

How did you make money in that first year after that six months? Yeah. After a year, I stopped doing consulting work because, the brand partnerships are to come in. So that also in addition to like blog revenue. So like the more recipes you share like optimizing those for SEO with the brand partnerships and then also like affiliate sales. Because you know, you have to diversify your income buckets. Like you can't just focus on one. And so with those three, those are like my main sources of income for a while until I decided to write my first book, which I mean like you don't exactly write a book to make money. But that was like my like next thing

I diversified. But yeah, it was all affiliate sales, partnerships, and ad revenue. How did it from your first book, we're talking about your second book here in a second, but from a first book production, if you look at your revenue mix, like what percentage is generated from the book is compared to your blogs and brand work? Like negative. Like negative. I love that. Well, this is why I love the question. I love the open and honesty about it because so many people have a misperception of what a book is in your tools of resources. And it's a negative net net. Why do you say negative net net net? Because your publisher, they give you.

a book advance that you like negotiate with your book agent and then I mean you know all this but like for those who don't like you have you hire a book agent you write a proposal you put the proposal out to a bunch of publishing houses then a publishing house will put a bid on your proposal if they're interested and then you go with the one that gives the highest bid you know if you want to work with them and then you take that amount of money say it's a hundred thousand dollars you take that one hundred thousand dollars and then that's what you use to pay for like for me like the food stylist the photographer if you want to hire like a recipe collaborator, like someone to double check your recipes, your PR team, your agent, your manager.

I'm probably missing something. Like even for this book, like I'm in the red. Like there's so many expenses that come with creating a book. So like your advance just goes poof. And then you don't make money off of your book until you, until your publisher makes back that $100,000 and then some. What food stylists? Like, what do they do? What do they do?

Food stylists is like truly one of the most important parts. of a book, see how the tongs are like perfectly positioned. There's three meatballs on each thing. Each one has a perfect amount of grated parmesan cheese. The spaghetti is like all perfectly intertwined. Like they actually sit there with tweezers and play with the food. They take water in a spray bottle and they spray it so it doesn't look dry, especially meatballs. Like my meatballs, in my kitchen, this is like false advertising because like they have never been this round. Mine are like chunky. You know what I mean? Yeah. Yeah. They make everything look good. Oh my gosh. So they're like, they're like an integral part of a cookbook because of a recipe

doesn't look good, who's going to make it? And how much is the food stylist cost? I would say an average. So it's the food photographer is in charge of hiring the stylist typically. So they bring on the whole team. But I would say photography for a cookbook could range. I was just talking to this actually the other day. Anywhere from like 60 to $100,000. It depends on, yeah, I know. That includes groceries. That includes the prop stylist. It includes their time, the editing, owning the

rights to the pictures. So there's a lot built into that. But it depends on how many photos you have. I have 100 recipes, so it's 100 photos plus the lifestyle pictures. I guess that makes sense. I'm just like instantly going, especially being in the wedding planning mode, I'm going instantly to what is a photographer cost for a wedding. And to think that 60 to 100,000 for it, that's wild. I know. That's what I guess it makes sense with how many photos that you get, right? Yeah. Yeah. Okay. Wow. See, we learn different things on trade secrets every single day. Let's get into before your husband quits his finance job. What year did your income from social media, take the biggest increase, and what do you think was a derivative of why?

I would say by late 2016. It was fast. Okay. So it was starting to rip. Yeah. Yeah. I mean, I'm pretty determined. So once I saw what I was capable of doing, I just like kept going. I didn't have kids at the time. Head down, kept scaling, kept growing. I didn't have a manager. So I would pitch myself to every brand. I would walk the aisles of the grocery store and be like taking pictures of all these brands. And then I would find like on their website press at so-and-so.com and pitch myself to them or I would talk about their product and then they would reach out and then by yeah maybe like 2016 2017 I became like the breadwinner of our family which was funny because everyone always thought that well not everyone but a good amount of people thought that I could only

do like run my cute little food blog because my husband was in finance but little did they know I was supporting our family while he was like working so hard and working just as hard as I was but not making the same amount of money so when he was like miserable then he quit his job and he started working with me no big deal and that became more miserable I'm just kidding in that I think that's an interesting sequence of events that we're seeing happen a lot more in relationships. This is more about like a love and money question. But how did those dynamics change? And what type of learning lessons have you learned from being on both sides of the equation when it comes to love and money and managing that?

You have to have a lot of trust, I think, in your partner. Jordan and my mom and my dad always say that like they were never worried when I was fired because my parents are like, you're a sure bet. Like everyone knows like if you say you're going to do something, you're going to do it. you're not going to, like, sit there and not get something done. And Jordan knew that, too. So I think that he knew that I was, like, very driven. And so he had the trust in me that it was going to be okay. Same reason, like, I had the trust in him.

He was going to continue to provide. But then when he was at his job, and it was during COVID at this point, too, that we're getting into 2020. He was working from the apartment all day. We were living at Hoboken. We had one kid at the time. And he was just like, I'm working so hard. And later, honestly, most, he was working until 10, 30, 11 o'clock every night.

And I'm missing. And I see you wake up every day and you're motivated and excited. And then that's when he was like, what am I doing? So I'm like, just quit your job. Come work with me. Wow. It'll be a blast. That's a big deal.

I mean, obviously it sounds like there was some passion alignment and maybe balance alignment. But there also, I'm sure, was a financial element to it too, right? And a lot of people I think at listening to this, they struggle with when they can leave their job or when they should leave their job. What was the level of either income or safety net that put him in a position where he's like, like I can do it. This is going to make sense for our family financially. It got to the point where my income was just like significantly surpassing his. So it was like like it's worth the risk. Like two times? What's significantly? Two times, three times?

How much of that can you share? Only like you're comfortable, of course. No, it's okay. I'm like too open, honestly. I would say I'm just trying to do the math. So he's not like Rachel. That was incorrect. It was like a lot more than two times. Maybe like five times. his income. Wow. Because he wasn't at like, he wasn't like on the trading desk. He was like operations. Sure.

So like, and he's like such a smart guy. So I'm like, why don't you just take those like that the brains and the wit and like come work with me? Which then help because then we started our venture fund. So then he was able to take the skill sets and the learnings and like his finance passion and help me because like honestly him helping me food style my recipes was only satisfying for him for a little bit of time. Okay. Amazing. I love it. So cool.

We're going to get into the adventure side too. But I want you to think about this. ASU now just, I don't know if you saw this, they opened up their first influencer major. So I want you to pretend that you are the professor of this group, okay? I know, isn't that crazy? It makes me sick. It makes me sick. No.

Don't say, wait, why do you say don't do it? I mean, I love it, but why? What's the why? I don't know. I think you're putting all your eggs in a basket that, like, you don't really know where the industry is going. So I think that if you're going to diversify and you're going to do like your brand partnerships, you're going to grow a platform, I think,

you have to have more than one thing and more than one income stream. But I also think that now people just do it because they like want to make money and they like want to have like the notoriety. When I started doing this, I just wanted people to eat healthy food that tasted good. I didn't do it because I wanted to make money. I did it as like a side passion because I liked oatmeal. Like you know what I mean? So like there being an influencer marketing major is just like to me it's fascinating.

But I'm like I wouldn't do it if I were in college as I don't like to call myself an insert, but like as an influencer. I would never do it. What's the hardest part about your job would you say day today? Not shutting off. Like I'm never off. I never took a maternity leave, three kids in. Like it's, I don't know.

I think you just got a little burnt out because like no one can cover for you. Maybe other people have figured it out and I just like haven't. But you also like I would never trust anyone to do it the way that I could do it. How is your team structured today with running your social media? It's me. I have a manager who's my best friend of like eight years. So she just became my manager probably two. years ago. I don't have an assistant. No, I don't have assistant. I'm working on it. I have someone

that helps with like some of my substack stuff, but like doesn't write it. She just honestly like populates the grocery list and helps with a lot of image editing. But I write my own newsletter every week. Wow. Yeah, no, I'm crazy. But I'm like a control freak with it. Yeah. And then I have my PR team and that's for my brand. That's it. Wow. Okay. You're going back to the podium. You're the professor, okay? And there's a lot of influencers out there that are now sharing recipes and doing cooking and blogging and blogging and going live and streaming and doing it all. You have to tell them, because you've been able to do it successfully, how do you differentiate in a space where there's now a lot of competition? There's a lot of people that can cook. There's a lot of recipes

to share. What do you say in the group? How do you do it? Have to be yourself. You can't look at someone else's content and try to replicate what they're doing because it's not going to work for you. You have to really be different and unique when you're starting, which is hard in this space. I think the space is, especially for food, is very oversaturated. There's only so many banana breads that you can make. Only so many ways you can make it. When I first started, there was like paleo bloggers. There was vegan bloggers.

There was gluten-free bloggers. And I just wanted to make food that tasted good without a label. So I think that was like a really big differentiator at that time. Yeah. I think I think that makes a lot of sense. That's interesting that I think people try and differentiate with the real. recipe or with the food. And I think what I'm hearing from you is it's not the recipe or the food. It's actually you. It's your personality. It's your authentic nature of what you do and how you do it.

And that's your competitive advantage. Yeah. And also someone has to show their personality. I'm not always that good at online. My manager tells me all the time, like, you need to put yourself out there a lot more. Like you're kind of funny, but no one knows it. And I'm like, yeah, I know because by the time I'm doing stuff for Caduce, then they're fun and then this. I'm like, I'm like, honestly, I'm not that exciting to just talk about it on my stories. But showing your personality and also like the behind the scenes, the family aspect, like we're renovating our house. Like I show different aspects, so it's not just food. Right. So it humanizes your recipes. Humanizes it. You vlog, you blogged, you got, this is your second book that's being

released in August. You're in venture. You own your company. You're in targets. All of those things. In the world of entertainment, have you ever been approached to do something outside of social media? And do you have any desire to do something like having your own show or go on a show or do something like that? Such a good question. I don't, wouldn't want my own cooking show. I would want, I'd love to be like a news anchor on the Today Show, like a talk show type vibe. That's honestly my dream. I've been on the Today Show now eight or nine times and I walk off of that set and like the adrenaline rush and like I'm the happiest human on there and it's just like I'm so comfortable. I love that type of setting for like talk show. Do you want to be cooking focused or more like news focused?

Maybe cooking focus. Okay, that's what I was dick, right? Yeah. I'm like chatty, but I can cook. I love it. I'm flexible. I love it. But no, I've never been approached by anyone. Okay, interesting. I feel like that's going to change.

If you were to go on one reality show, what show would you go on? Summer House. Wow, okay. No, I'm just kidding. They would never invite me. I'm so boring. I have my bonnet and my eye mask on. No, I mean, no, I just went away with a bunch of my girlfriends to Bermuda.

There was nine of us. I sleep with a weighted blanket, a silk eye mask and a bonnet on my head, and they're, like, dying. I'm like, my stuffed animal when I was a little girl. And, like, so I'm really not, like, a rager. My sister-in-law, well, my future sister-in-law is having a bachelorette, and I'm actually training for it. Where's the bachelorette? Miami. How do you train for it?

I'm trying to stay up later. I'm, like, I had a drink. I had champagne at, like, 11 o'clock in the morning. I'm, like, training. I'm, like, 10 years older than everyone has this bachelorette. You could do this. You should. I got it.

I got it. I should. That would be funny. And then maybe there could be, like, a new segment of, like, best hangover food, best late-night food. There's a whole different cookbook. So true. Round three. Yeah.

All right. You're out of stuff here. Okay. All right. Looking at your business in 2026. I've already mentioned some of the things that you're doing and you've obviously put investment into other areas, your leadership in other areas, your creativity in the other areas. What is generating the most revenue for you today?

If you had to list it all from top down, what does it look like? What's actually letting the business survive and thrive? My brand partnerships are still very lucrative for me, for sure. And then also affiliate sales. So like the Amazon affiliate and you shop my along. to link to different things like the shirt I'm wearing or my pants or like, you know, the backpack I bought my kids for school that generates a lot of income for me and partnerships. And then our venture arm, it does bring in money, but like, you know, when you invest in

a brand, you might not see the money for 10 years. So sometimes you'll get like a, you know, like a nice kickback, but that takes time. Does it feel like there's a big misconception of affiliate and people think that affiliate is a lot less than brand ships. Brand partnerships, like does affiliate come close as far as total cash flow compared to brand partnership? No, not for me, but I don't try. I feel like if I actually put a strategy in behind it and like really tried and did it a little bit more, I think it could be. Because I know my manager actually just telling me this last week that not one of her talent, but someone she knows was making half a million dollars from affiliate sales. I am

nowhere near making that kind of money from affiliate sales. If I was, that'd be amazing. But some, especially fashion, more like lifestyle creators, because, you know, they're constantly like comment, link and they send like everything that's in their re-reel. That's a lot more engagement than you were to get on your stories. Yeah, I mean, that makes a lot of sense. And Shopmai, did I see in your venture fund? You guys invested in Shopmine? He did invest in Shopmai.

So how do you get access? Now, your venture fund, let's talk about for a little bit. You guys are invested over 20 brands. At what point did you say it's time to have ownership in these brands as opposed to only doing affiliate and only getting paid by them? So about eight years ago, I said to my husband, he wasn't working with me at the time. I was like, hey, I want to invest in Hugh Kitchen, like the chocolate company. And it was when they had the restaurant down on 14th Street.

And he was like, okay, reach out see what happens. So I like, hold call email, this former CEO and founder. I was like, hey, I'm Rachel. I'm obsessed with your chocolate. I go to your restaurant. Wait, real quick. How did you find the email? Like stalking?

Like a little something. Like I'm, I don't know. There's a trade secret. Stock you're at the top. I love LinkedIn. I'm like, I'm a LinkedIn girlie. So like I do a, my LinkedIn post last week had 70,000 impressions. Damn.

That's why I said my manager. like go pitch my LinkedIn as something. LinkedIn is a big social media platform now. I'm obsessed. And they're paying creators a lot. Really? Yeah. Oh, I need to look into that.

Yeah, you gotta get on that. What'd you post? I got 78,000. A job listing for Kadoots. Oh, wow. What was a job? Head of marketing. You know anyone?

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Depends on experience. It comes with equity. It's fun. I'm a really fun person. Wow. Yeah. Yeah. What was I talking about?

The Q Kitchen. So I go, so they, I email her. She emails me back. She's like, Rachel, I know who you are. You post about us on Instagram every day. We're about to close our one and only round. Come in and meet with us. So I go to their midtown, the hedge fund that was like leading the round.

Or I go to their office, meet with them. We invest. They brought us in as strategic investors. Said to Jordan, that's pretty. pretty cool, like a strategic investor. It sounds like pretty fancy. So then I'm like, let's invest in more companies. So then I was like thinking of all the brands that I've been buying and using that I actually like love and believe in. You can't just like invest to invest. You're going to lose a lot of money that way. So for me, I look at it just really from like the consumer

lens first and then we do like more of like the diligence and like the deep dive. But from there I reached out to Serenity Kids like the organic kids food pouch like Lalo, the like high chair and like kid accessory company and built a personal portfolio of 10 brands. Wow. Then along that time, friends, family, Instagram followers, they would be like, hey, I want to invest. Like, can you introduce me? But a lot of the times you're only having access to these brands because of like my name and like notoriety in the space. I'm like, that's kind of a buzzkill for other people.

So then I'm like, George, let's just start a venture fund. Like we'll raise money from other people, take their money and our money that we're already investing into these brands. And then when we're investing our own money, we'll just invest theirs too so that they can get involved. So we started great shit. And we have Fund one and Fun One, Fun One, we're investing. in 10, eight or 10 companies, then you have fun too. That's investors in like four to five. So, yeah, all in brands that are like helping make your life healthier or better in one way or another.

Amazing. Going back to the huge talk, to get access into these brands before you started your own venture fund, was it pretty much always email and LinkedIn? Yeah, cold call. And then like what, but like it's kind of like, it's like a little community. It's like once someone like gets word that like you're investing. Interested, yeah. Yeah.

Then like they pass your name on to someone and then someone else. And then it's like, oh, well, Rachel, I just. invest in this brand, why don't you look at it too. That's actually how we found our third co-founder for Kadoots is like through us all investing together for years. Interesting. When you were writing the checks like for Hugh Chocolate, like what type of check did you have to write to get into that? I think it was like $25,000 or $50,000. Okay. And then have you seen a return on that yet? Yeah. Okay. And how is that like, I think people hear often that they invest in brands, but they don't understand like when do you get paid? How do you get paid? What does it look like?

Do you have to wait a certain period time? How do they tell you reporting? It's so different. Brand to brand is so different. I mean, the reporting and the better free CPG space, like, should be a little bit better. Yeah. You should be getting something quarterly. It's usually, like, twice a year. Sure. Sometimes you can get a return in, like, four years.

Sometimes you can get a return never, and sometimes it's 10 years, eight years. Like, we just got a return from Grooons last year, so that was really exciting. But it really, it's so variable. Like, we tell our LPs, like, our investors in our fund, we don't know when you will get this money back. But, like, you will give updates along the way, but you kind of just have to know it's a long game. If you put in $50,000, you're not going to probably not going to see that for eight to

10 years. Interesting. And the risk is high, right? I mean, there's like, even in the venture side, I know you guys are investing in great brands and stuff, but sometimes it doesn't pay out. A lot of times just pay out. I was going to say, more often than not, right? We've had a few brands at the bed. Yeah. It burns. Right. It does. Amazing. Well, I mean, that's not amazing, but it's just amazing that you guys have experience and you just have allocation and all that. It's pretty wild. Do you ever worry about the fact that you're investing in some of these brands and therefore it could impact exclusivity when you're doing brand deals and that's your biggest monetization driver. That's a good question. Sometimes. It's impacted me a few times already.

Yeah. But I know that in the long run, an investment in one of these brands, if it hits, is better than the like few thousand dollars that the brand's going to pay. What's been the Grammy so far? What's been the best investment? Grooms. Yeah, Grooms is crushing it. And they were like three years. I think we invested less than three years ago. What is it about Grunz that's doing so well? think they they chad the founder and CEO he's the smartest person i've ever met really he is he's really smart he um he scaled quickly he outsourced correctly he hired really really strong talent and he didn't even fuck around and it's a great product he did it's a great product it's delicious like i eat it i have it in my bag like i eat it every day like they don't like pay me to say that i'm just

an investor but like i love it and how how much money have you guys raised for the venture fund Um, three and a half million, four million. Wow. That's amazing. No, that's really small in the venture world. Yeah, but for our like side fund. Yeah. And then how do you make other than the return?

Do you guys like, can you take a fee for raising all that capital? Yeah. So we do the standard, which like isn't like surprising for anyone or like too much information. I don't want to butcher this because Jordan's going to. Yeah, it's like 80, it's like 20. It's like almost like paying a manager. So like if you were to invest in great shit, we get like a 20% management. fee and then there's a carry fee. So like if someone

makes money, then we get a percentage of that. Yep, I love it. Good for you guys. Venture fun. You're involved in all these different brands. You're killing it in all different directions. Now you have a product that's launched and it's in Target. It is. Right? But I read that you started this product in 2023, started

researching it and bringing it to life, but you didn't launch it until 2026. What did that first three years look like? Well, it took a long time to do the R&D for our product. That is what honestly took the longest. And truthfully, I wanted to invest in a brand that was like a healthy kid snack. I was like making kids,

I was making lunch for my, I have three boys. They're seven, five, and three. So at the time, they were like, you know,

my three year old was just born. I was standing over the counter, making their lunch. And I was cringing at the ingredients of like everything I was packing them for their snack and things to go with it. And I'm like, Jordan, me,

I've been looking for this kid snack brand for so long and have not found it. Let's just do it. And George just, great, another one of Rachel's great. random ideas on a Wednesday, but like, let's do it. So then I... But you're batting 100%.

I'm like, oh, great. You're never strike you out. So we quickly found out why no one was doing it, because to make the product that like checked all the boxes like Kadoots does, like it just like was so hard to make. I wanted USDA organic. I wanted protein in it. I wanted no seed oils.

Like I don't think seed oils are going to kill us, but like we could do better. Right. I wanted gluten-free, nut-free. So like school safe. No natural flavors. I just wanted a I wanted the snack that checked the box and nothing, no one was doing it and it was so hard to make

because every iteration we had was disgusting. We would eat it and I'm like, this is so gross. Like we can't sell this. So then we just kept redoing it and redoing it. And then we finally nailed it and then our cogs were awful. So the cost of making the product was so bad that we would have had to sell it for like $15 a box. So then this was like, this was actually a year ago.

So we had to go back to the, back into R&D, reformulate again, figure out different ingredients. Because we use gluten-free oat flour. It's glyphosate-free. That's really expensive to source. We use organic cheddar cheese. We use organic milk protein. It's so hard to get those ingredients and at scale

and in a way where it's affordable. And when you're first starting out, you're not buying big batches of these ingredients. So like the suppliers are also not going to give you that good of a deal because you're not buying that much. You're not their main customer. So it just took us a while to get it off the ground and also naming a company.

that's a disaster too. Everything's taken. Like, Caduce is an interesting name. Yeah, I may not. Where'd you come up with that? So my youngest son, his name is Cooper. And I'm a big nickname person. I always call him like cuckoots and coogie.

And then one day, Caduce just rolled off my tongue. It is not what I call my son. But it was just when I was playing with my son. And then I texted a bunch of my friends. I'm like, hey, can you say Caduce to your kid? And then send me a video of them saying it back to me. Because I wanted to see like the reaction. Sure.

And they were all like giggling. jeans by the way. They were like, thanks. They were like, what's good dudes? That's funny. And I'm like, great. I wanted to invigorate like lighthearted funniness for these kids. And I'm like, great, let's do it. It's not taken. It's not trademarked. It's all us. And then our third co-founder who's obsessed with the name now, he did it. And I'm exhausted. Like, we need a name for this company. And then, yeah, just starting a company is so humbling for me. Like, it is so humbling. I've learned so much. But everything takes a long time. And how much did you have to invest before you actually? got the formula right. Ooh, that's a good one. Half a million? Okay. To do like the logo and brand packaging, the R&D. And that's like obviously like Jordan and I are like not like paid to like run the

company. So that's literally just like the cause of trying to create the company. Did you get any investment before you started doing this or was it all self-funded? So it was a mix. So we work with Kiva Dickinson who is the managing partner of SELVA. Do you know Kiva? No, but I read that. I feel like a lot of people know Kiva.

And so a while ago, we were walking out of Expo East. It's like that. You know Expo West, the big trade show? So they used to have Expo East. And I was pregnant with either Cooper or Brody. And I was like walking to waddling to Happy Hour next to him. And he's like, Rachel, if you ever want to start a company, I'm going to back you. And I was like, that's so nice and romantic.

Thank you. It's so sweet. And then I took him up on it a few years later. I was like, hey, Kiva, like you ready? You in? And he's like, yeah, let's do it. And that doesn't happen that often for people. Like as someone who like does invest in brands, the amount of pitch decks and these founders

that are like pouring their heart and soul into something. Like I don't, like, I recognize that like we got very fortunate in that, in that aspect where Kiva was like he wanted to incubate a company through Zalva. He believed in what we're doing and still, obviously still does. And he's so passionate about the kid snack category too. So he is like our lead investor. Awesome. I'm going to come back to Kadoots before I do.

When you invest in other brands, do you also get some. kind of discounted valuation rate given what you're bringing to the table? I don't usually get a discounted valuation rate, but I do ask for things like pro rata rights. So like if we were to invest again, like that's in our favor then I'll ask for like advisory shares if they want anything from me or like sometimes there's sweat equity involved. So they'll grant me like $50,000 of shares if I and I do a scope of fork that's worth $50,000. So everything's been pretty customized. Right now I'm pretty maxed out.

So, like, I haven't, I've declined many advisory roles in the last couple of years. Yeah. But we don't typically get the valuation tweaked. Okay. Interesting. And then, so going back to Caduce, when you first started selling, you went rate direct to consumer, right? We did, but, like, not, it wasn't our strategy. Like, so we wanted to launch in retail. Snacks is, you buy snacks in the grocery store. No one buy snacks online unless you already know the snack. You love it. You buy it. Like, I bought ketchup on Amazon last night because, like, I, you know, but that's not, like, normal. So we wanted to find a retailer and we got like accepted and it was like getting into college. We got like accepted into Target in December. It was actually the day.

That's such a big deal. Thanks. It was awesome. That's awesome. Actually about exactly a year ago we went to a Target Innovation Summit where it was like all these really small up-and-coming brands and we were the only brand that was pre-launched and I literally stood behind this booth with like awful samples to hand out because it still wasn't done the product looking for the cookie cracker buyer and like wouldn't leave until I found her.

became like, we like fell in love, truly. And really hit it off. And she's like, this is what Target needs. So Target has a specific cookie cracker buyer. Every grocery store does. Every grocery store does. And typically it's even by region. So if you go to the Whole Foods, there is a cookie cracker buyer for each region, I think.

Interesting. So you just go in and you're just give me this. I need to find this person. Yeah. I was like, and she doesn't work there anymore. So I was like, where so and so I need her. Every person that came over to the booth to try Kadoos, I'm like, do you know where blah, blah, blah is?

And they were like, yeah, yeah. I was like, can you tell her to come here? So we finally spoke to her and then we continue the conversation and she's this is what Target needs. We don't have a snack that checks the box. We don't have an organic cracker. We're also the only cracker. We're only cracker that's clean label purity certified. So we're like the cleanest cracker in the whole country.

It's crazy. And it's also kind of disgusting at the same time. But then we went back and forth with Target for six months. And then I was signing my mortgage for my current house. Had my phone like it is now face down, not paying attention and picked up my phone. And I have all these like FaceTime calls and texts and emails. Rachel, where are you? Rachel, where are you?

And me got accepted into Target. And they're like, we're going to launch you nationwide. I'm like, yes. I'm like, oh my God, this is amazing. So they tell us it's going to be like 1,500 doors or something. Or maybe it was like 1,000 doors or something like that. Then eventually it was like 1,800 doors. And now it's 2017 doors.

We're in over 2,000 doors for Target, which is wild. But I was like, George, Kiva, we can't just go from not being in anywhere. And then being in Target. to fail. So we decided to launch D to C in January, January 7th, we launched, and we sold that in a couple of hours. Honestly, we just did not make enough product. We didn't realize how many people were actually going to buy it online because it's more expensive online than in the store. What'd you generate in that first two weeks? I mean, we, oh, that's a good one. I don't know. We sold out. Yeah. I'm not sure. I could do the mat. I'll let you know. I was like on my way

at the Today Show and we had already sold out. It was like seven something in the morning. It was crazy because I'd been bringing my community along for the journey for like the three years of trying to create it. Yeah. And so we do we have our online business. It's not where we're like investing any strategy. It's just to kind of like house the link to target and future retailers. When you're in a retailer like that, what's the biggest cost burden to the company that

you have to keep up with? Because working with retailers like that are tough, right? It's like they keep you up to certain standards. Your inventory's got to be moving quick. Either slotting fees. There's so many different mechanics to it. but which cost burden has been the biggest. God, were you in my house this morning?

With all the supply chain issues you were talking about, the operations is definitely like the most expensive. Like our tolling cost to produce enough to be in every single target's really expensive. Yeah, everything about the ops is a lot more intricate and a lot more money than I thought. And also for our agreement with Target, we do invest a certain amount of money in like the marketing and promotion of our brand. So it's all that's really expensive, which is why we did our seed round.

in the early spring to help support the Target launch. Interesting. And then the tough part thing there too is the manufacturer. I feel like they have so much leverage knowing that like you need, you're so reliant on them, especially with a big vendor like Target. Are you looking to get into any other grocery stores at this point? And what's that look like? Yeah, we'll see.

2027 for sure. I think we need to get our ops in better shape before we go into other retailers. But there's a good handful that are like actually really want us there. And we've deferred. Like I would be doing you a disservice. I love him. What is like the, just like a general, what is the, you have so many different businesses. When you wake up, what is the mission statement?

Is it trying to get a big exit? Is it just putting hands and just like creating like a spider web almost like where everything connects? What is kind of the mission that keeps driving all the different moves you're making? I just want Kadoots to be in every pantry and like I want to do whatever it takes to get there. So like right now like the most like tactical thing that I wake up and do is like try to hire a team. Like for Kadoots, it's Jordan and I internally. And then we have a lot of like third party agencies and consultants and contract, like so and so forth. But we're trying to build out like an actual team now to help us because being in Target, we're seeing like we need a team.

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It's amazing. Good for you guys. It's so cool. When you look at every single brand deal that you've done in your entire history, I always ask this question, the Grammy, what's like your Grammy? Which one that you're just like, the brand or the either the amount of it, the one that like changed your perspective on all the different type of deals you've done? eat a perfect bar every single day.

And I work with Perfect Bar. And that was like honestly a dream come true. Yeah. When I was like, oh my God, the bar. Like I've been eating it since I worked at that beverage company. Like I would eat one every single day there. And like to feel to work with them was like a full circle moment. And then there was also a vitamin and supplement company I used to work with.

Okay. That my now manager used to run the influencer marketing there and social media. So like we met there. And then when she quit that job to like run her own talent agency, that's and I was like, oh, fuck yeah, I'll work with you. Of course I will. So that was pretty cool, too. So cool.

Yeah. But I think right now it's like any brand that gives me autonomy, which doesn't really exist anymore. Yeah. That is probably the biggest challenge I find with brands is that they're trying to tell you what to do when you're like, I know my audience better than anybody. Yeah. And but the best part about what you're doing is you own the brands now. I mean, like you're going to be the one. Make me sound a lot better than that.

No, but I mean, that's pretty badass. Have you guys actually hired influencers for any of the brands that for good dudes? No. No. We haven't. We've been really lucky that. a lot of like I would say notable creators have posted about us like we're Bobby approved like Flav City loves us like that was a huge recall like I was like meant so much to me yeah when he

started posting about us and like we sent numerous kits out when we launched them we launched in Target and just to see the like organic love has been amazing yeah but I know more than anyone else that like you don't know the direct ROI on influencer marketing especially for an awareness focused brand right now yeah so we'll see and you all do have the advantage where like our agency for paid media that we just hired, like they could take my content and like waitlist it. Yeah, that's perfect. That's a huge, like, you know, that saves us tens of thousands of dollars. Huge. Do you do any type of analytical background on your recipes to like follow, you know, which recipe is getting the most shares or which is creating the most follows?

And then do you adjust future recipes based on the information you're given. Yeah. Yeah, I do. And I see that like through my website and through obviously through Instagram of like what performs the best. but there are certain recipes, like my cottage cheese banana bread and my Thai turkey meatballs and, like, I always say, like, those, like, help me pay mortgage. Like, they just, like, Google has found them and they love them. And so, like, now it comes up. Like, I have gluten-free cottage cheese pancakes that are actually in my book, too. And, like, it's such a popular recipe that, like, that then inspired me to, like,

make other recipes with cottage cheese. Like, I never thought that I would use cottage cheese and, like, baked goods. But here we are. I love it. If I'm cooking, give me a little. consumer trading secret. I'm cooking for my family and I'm not a good cook, but I got to put on a special meal. What is the best meal I can make that's actionable, that I'm not going to screw up. Yeah, my no-boil pasta bake. Hands down. You can use any pasta you want, but it's like

12 ounces of pasta, like a jar of any sauce. You can use a vodka sauce or like marinar sauce, whatever. I use a can of full-fat coconut milk because it makes it creamy without the actual like heaviness of cream. And I do a mix of like bone broth too for like extra protein and nutrients. mix all that up in like a big baking dish, cover with lesterlo cheese, and cover it with foil, put it in the oven and then bake it. You could also add ground sauce that you could add ground meat. You could do anything you want. You could put vegetables in it.

And it's almost just like a big big ziti. Like it's so, I mean, true Italians are like rolling their eyes at me. But like that is like my easy weeknight dinner recipe that like truly no one can mess up. Sold. All right. Catherine, I'm making that for you. Mom and dad. It's coming here soon.

If you had to hire any cooking creator influencer on social media, to partner with, you gotta find one, who are you working with? For me or for Caduce? For me. Got to hire one that you're like, that's the person. That I'd want to cook with.

I really want to cook with Amanda from Not Skinny, Not Fat. Oh, interesting. Yeah. She loves Cadutes. I'm like, girl, bring me over. She has two sons, and they're like the same ages as my kids.

And she'll sometimes pose the struggling of feeding her kids. I'm like, just let me come cook for you. Does she cook? I don't think she does. She's trying. I started making some peanut dressing the other day. Yeah, yeah, yeah. I just found out we actually have the same PR agency. Really?

I'll have to tell you what... She's got me. I like her. Yeah, yeah, she's great. But what about one who's actually like another individual? I don't pay attention to other food people. I love it. I don't. Do you get inspiration, so you don't get inspiration from other people in the space?

No, because people would think that's like copying. Yeah, yeah, yeah, yeah. So not really. Is there anything that you guys can think of that I've spoken about? I feel like I don't talk about food creators that much. Oh, skinny taste. That's a good one. Gina, F.M. Skinny Tase. She was my inspo when I started. Yeah. Thank you. That was a person when I was like getting started. I was like my mom's like, well, Gina FM.m. Skinny

Case can do it. I was like, I'm not Gina. I remember just crying about it. That would be pretty cool. She just posts about my book and she endorsed it. So that was pretty cool. That is like a blurb. When you're getting people to post about your book, like I think a lot of people listening to this are starting businesses or they're creating their own product. They're trying to get people to post for them. What is like the best way to do that? Like how do you get your book out naturally through a marketing platform, which won't cost thousands of dollars? Yeah. I mean, I talk about it every week in my newsletter.

I'm sending it to a bunch of other creators. We're investing like PR and publicity for it. I cook a lot from it on my on my channels. And I talk about it so much where people are probably like unfollowing me because I'm talking about my book so much. Or like, Rachel, we get it. Bye. We're here. But once you do, I mean, once this thing goes.

out it's going to absolutely rip. So it releases when. I hope so. No, it will. I mean, I feel like your community is just so engaged and it feels like anything you do, they're going to, they're going to connect with, they're going to buy. Thank you. And I feel like it's going to absolutely pop. What's your, what's your secret for building community? I answer almost every DM. You answer every DM. Almost. I try. I used to not. Are you like, wow, you're amazing. Yeah, I know. How do you do that? I, um, I used to not do it. And then I was like, why wouldn't I? Like these are the reason, like these people are the reason why I'm doing this.

But you have on Instagram 1.3 million followers, right? So now you're getting hundreds, if not thousands of DMs a week. And you're going through each one of those and you're responding them. Yeah. It's amazing. Thank you. Where do you find the time to do that? I go to the bathroom.

When I'm like in the grocery line, when I'm in the carpool line. Yeah, yeah, yeah. I love it. All right. Well, you're doing it. You're building community. You're crushing it. If there's a lot of cookbooks out there, what is the biggest differentiator of your cookbook? Why should anyone that is listening to you right now other than you're hilarious and really good at what you do? What differentiates this cook from any other out there? If I could cook, so can you. Like, I'm not a chef. I'm not nutritious. I didn't go to culinary school. Like, I was a business and media communications major. Like, I put ingredients into a pot or a skillet, and I hope for the best.

I mean, if you can do it, everyone could do it. And I think community these days, especially online, like relatability and shareability is just like the name of the game. And when you can do that, I feel like sky's the limit. My last question for it is, what is the sky? Do you have like, we talk finances on this podcast, right? Do you have a number at some point you're trying to earn in an annual basis or an exit that you're just like, this is the number I'm trying to hit?

Can you give me anything there? That's a good question. I feel like I can't because I'd be so hard to myself if I didn't hit it. But I want to be retired by 40. Yeah. Wow. Wow. Yeah.

I mean, I'm 25. I'm just kidding. Yeah, that would be amazing. When you, will you continue to do what you do when you retire? I mean, I'll tell you this. I always say if I win the lottery, first thing that's happening, every social media deleted. I'll probably delete social media. I already stopped sharing my kids.

in October, which was like a big change for me. And then I don't know. It's like my oldest is seven and a half. He's going to second grade. And like I've entered like a new part, like a new era of parenting where it's so hard to like double to like do both or do everything. So I'd love to like be with my kids. Yeah. One more question for you as far as like what people don't see.

They see your success. They see your cookbooks. They hear the financial success. I don't think they see some of the mental challenges and just like the, the, the, the, the challenges that just come with social media, nonstop, there's sometimes there's criticism, there's always noise. What is something behind the curtain as it relates to the actual, you know, mental aspect of your job that people wouldn't know unless you shared it with them? I think that for me, it's like so many different buckets and that's what like really is

like heavy on me. Yeah. Because it's not just like a brand I put my name on. Yeah. Like I'm actually running the day to day of it. Yeah. And so there's just so many things going on. There's many facets to my business that it's like a lot like I at 9 30 10 o'clock like I am passed out like lights off waded blanket bonnet I'm ass everything's on and like I'm curled up like in a little ball like my husband knows and I start laying on my left side like don't talk I'm done and like I hear him like clackling on the on his laptop and blah blah blah yeah and I'm just like done and I think that like the mental load that it takes me to run my household of three kids and their psychotic schedules renovating our house.

Like there's so many moving pieces that like it's such a mental load. And my husband is like the most helpful partner. I left for Bermuda for two days and did not leave him like a crumb of food. Like I didn't leave him an itinerary. I left him nothing. Like he knows what to do. Yeah. But it's still a lot.

It's a lot. And your kids need you. And like my mom was a stay at home mom. So and but she was very forceful that I like worked and built a career for myself. But like I had like FOMO that I'm not at every school pickup and like that weighs a lot on me. Yeah. And I think people get to see the result of all your work, but what goes into that work, you know, the creative direction, right?

The producing of it, the execution of it. That requires so much. And like, I think to find balance in this space, it's just really hard to do. I think people, like, it would, like, ruin it if people saw it. Like, all the, like, back and forth with brands and everything. It's a lot. Okay. Last one I got for you, best restaurant.

Favorite place to actually go and eat when you're not coached. cooking. Where? What city? New York. In New York. Like, I don't know anything anymore in New York. Hmm.

I honestly don't know a name of a restaurant in the city anymore. What about your favorite restaurant in general? Do you have one? I like going to our country club for dinner if I'm cooking because they'll make me anything I want. Yeah. Which is like so nice. It's such a boring. Is that the most boring answer?

And I also love. What's your go-to dish then? What's like you can put anything on your? Okay. I love sushi. It's the only food group that I will sit down and not modify something on the menu. I'm the most annoying person to dine with, but I'm very nice. You need a show.

You need a show. Like, do you ever do like live stream or something? I would watch it. No, I don't think so. No, I'm really worrying. Believe me. I'm like a queen modifier. Like, I'm like, can I have the seizure style and those seizures dressing?

Like, I'm that person. Yeah, yeah, yeah. But with sushi, I sit down and I'm like, lay it on me. Anything you want. Chef's choice. pop it together. And the glasses to Sam, Sarah. I'm like the happiest person in the whole world.

Done and done. I love it. All right. Well, where could everyone order your book more? Please tell us. Anywhere books are sold. So Amazon, Target, Barnes & Noble. My website has like a landing page for it,

which is like definitely like a helpful spot. But yeah, anywhere books are sold, which is kind of crazy. Anywhere books are sold. That's right. That's right. That's right. Yeah. New York Times best seller coming.

Oh my God. I'm feeling it right now. I'm making the prediction. You heard it here first. You're going to have to edit that out. It's good at me. It's good at it. And you're going on a book tour, right? I'm going to get a chart. Tell everyone about the book tour. I'm doing a summit kickoff, August, and then Brooklyn, and then the Today Show's that day.

Then I'm going to Greenwich. Then I'm going to Dallas. And then Austin. And then I'm done. I'm doing like a petite one. Did you do like a big book tour? I did a book tour, yeah. It was fun, though. How many cities did you go to? We did eight cities. Eight cities. Yeah. We're wild. We did eight cities and eight days, which was insane. That was nuts. But on your book tour, what could people expect if they come? So I have a Rosey sponsor. I saw that yes, yes, yes, yes, way rosé.

Yes, way rosé. So that's really exciting. That's huge. Or we're going to have like Spindoriff, like something else for anyone who doesn't want to drink. So that I'm really excited about. And we have a great moderator. So it's like in conversation with so and so. Like it's really good.

Yeah, I love it. That's amazing. All right, well, we got to wrap with the trading secret. So it could be a financial trading secret, investment trading secret. It could just be a life trading secret. But something unique to you that you can't learn from a professor or textbook only from your experience. Rachel, what trading secret? Can you leave us with?

Diversify your income. Even if you work a full-time job and you have a steady income, find a way to have an investment, like a real estate property, invest in brands, have more than one income stream no matter what you're doing. Yeah. And I think my trading secret that I've learned from you is also invest. There's so many, within one niche, there's a million different ways to break out of just that one niche. Right.

And I think the thing like you can, I mean, you own a venture fund, right? How many chefs are online putting recipes out there that own a venture fund. And within one niche when you become that passion and not obsessed with it, there's a million different ways that you can make money on it and make impact and do really cool things. And I think you're doing all that. So thank you. Yes. Rachel is an honor to have you on trading secrets. And you said where people can find the book, but where can everyone find all things you?

I am on Instagram at Rachel Mansfield. My website's Rachel Mansfield. And my substack is more pleased. Same as my book. All right, guys. Check it all out. Rachel, thank you for being on this episode, Trane Secrets. Thanks for having me.

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