26-year-old Auckland-based entrepreneur Kate Gatfield-Jeffries turned down a six-figure corporate job offer to pursue her vision for a wellness brand.
As co-founder of Moodi, Gatfield-Jeffries has made the company Australasia’s fastest-growing women’s wellness brand within three years.
Her entrepreneurial ambition was sparked at 17 after she read Sir Michael Hill’s book Think Bigger. She jotted down a goal in her notebook: to become the CEO of her company by turning 40.
She initially set her sights on a corporate career, pursuing a double degree in law and commerce at the University of Auckland. Despite her impressive prospects, Gatfield-Jeffries’ true passion was making a tangible impact on women’s well-being.
As a law student, she experienced firsthand the stress and burnout plaguing high-achieving women. She realised that the supplement industry failed to offer a solution that was both science-backed and tasted good.
This frustration led to Moodi, a wellness brand that supports women’s mental and physical well-being through functional, science-backed products. The early days were challenging; despite her academic and professional accolades, she was stepping into an entirely new industry with no guarantees of success.
By March 2023, Gatfield-Jeffries had pitched Moodi internationally at the WBENC National Conference in Nashville. Over the next few years, the brand expanded rapidly. The product range grew to include AM and PM blends pre-and probiotics, as well as limited-edition seasonal flavours.
Earlier this year, Moodi’s Pre + Probiotic Soda entered the Foodstuffs market. It was so popular that the retailer had to impose purchasing limits. Today, one in 30 New Zealand women use Moodi products, and the brand has amassed a loyal following of over 100,000 customers.
