We had the good fortune of connecting with Yael Friedman and we’ve shared our conversation below.
Hi Yael, every day, we about how much execution matters, but we think ideas matter as well. How did you come up with the idea for your business?
I worked in the restaurant industry for years, so I really experienced first hand how disconnected consumers are from their food. People hear a lot of buzz about certain diets, or macro-nutrients, without really understanding them. So after I had enough of the chef’s life, I went back to school to get a degree in Nutrition Education. I wanted to help people understand nutrition and make better eating choices. That’s where I came up with the idea for my child-centered meal kit. Because teaching kids to eat healthy from the start is one of the best ways to prevent unhealthy eating in adults. And a lot of research points to hands-on nutrition education as being the most effective for young children. You can tell them to eat broccoli all day, but unless you let them experience broccoli themselves, the message isn’t sinking it. So I am motivated by the idea of teaching healthy eating and cooking skills at home. I’m a parent myself, so I know first hand the challenges of cooking with kids. Our meal kits are designed with parents in mind. I try to make cooking healthy meals at home easy and fun. Because that’s really the way we can empower the next generation of healthy eaters.
What should our readers know about your business?
It took me a really long time to get to where I am today, and I haven’t even really started yet! I had an idea, but ideas are the easy part. The challenge is having an idea, iterating over that idea to smooth out the edges and then executing the idea. And then iterating again, because it didn’t execute the way you hoped. So it takes commitment to keep moving on, The biggest part for me was learning how to ask for help, and then finding people who were willing to help me. There are a lot of resources out there, but you do need to go look for them. Our brand has a really big mission, which is so exciting. We’re not just a meal kit, we’re a nutrition education brand. We want families coming together and eating well together. So if people hear about our work, decide not to purchase our product and instead cook at home, that’s mission complete. For us, it’s not only about the physical product, it’s about having a message that encourages people to make healthy changes.
If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
Well, since the pandemic started, we’ve become a hiking family. The beauty of LA is being able to climb up a mountain and look out on this giant city. So I’d definitely take people to the Trebek Open space. We also really love the stairs in Culver City. And the beach. We’ve been going to the beach a lot too. There’s something special about being able to go to the beach almost any day of the year. I love the Grove, so stopping there is a must. And if you’re in LA, then you need to check out yoga. So a class at Bryan Kest yoga is also on the list.
The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
The team at the small business development center, specifically Gary Polk.
Other: pinterest @kitchngiggles