Shaping a new business model

Pictured above: Kate Gatfield-Jeffries.

When you meet a founder who has fundamentally changed how an entire industry behaves, you know you’re in the presence of someone special. Kate Gatfield-Jeffries Co-Founder of Moodi, one of the fastest growing functional women’s wellness brands in Australasia, has done exactly that. Her story goes far beyond building a brand. She has created a blueprint for how businesses can thrive by giving their customers a seat at the table.

Kate’s story is one of an entrepreneur who saw a gap in the market and filled it with more than products, but rather purpose, connection, and an unwavering belief that business can be a force for genuine good.

Her business journey began as a law and commerce student at the University of Auckland, where she witnessed her peers (brilliant, driven women) burning out at an alarming rate. The stress was palpable, the exhaustion real, and the available solutions felt inadequate. But while others saw this as a part of the academic grind, Kate saw something different: an opportunity to make a real difference. She recognised that these women could be supported by science-backed wellness products to help them thrive, and so she set out to build Moodi.

That moment of recognition became the seed of something extraordinary. Armed with her double degree, an entrepreneurial spirit sparked by co-founding the Women in Law Mentoring Programme, and a taste of leadership in leading the University of Auckland Women in Business programme, Kate had the tools to create change. But more importantly, after exploring and realising the existing supplement industry offered little solace for women, falling woefully short in providing science-backed, palatable solutions, she had the courage to follow her vision and walk away from a promising corporate pathway to pursue something that, to her, mattered more.

The early days of Moodi tell a story of strategic brilliance disguised as sacrifice. While others might have seen Kate’s decision to pet-sit and live frugally as desperate measures, these were calculated moves by a founder who understood the value of every dollar and had a clear goal to maintain full control of her business. For two years, Kate didn’t pay herself a cent, pouring every resource back into product development and growth.

“I made it work and invested every dollar that I had into the business. I think that ruthless pursuit of a goal and sacrificing a lot of other things to get there is what led us to where we are today.”

This period taught Kate invaluable lessons; things she didn’t yet have in her toolkit: how to build lean, how to think strategically about every decision, and how to maintain absolute control over her vision. Critical learnings that would prove crucial as Moodi began its rise.

Seeing what others missed

Kate’s genius lies in her ability to spot category whitespace, those gaps in the market where real needs go unmet. The supplement and wellness industry is crowded. Kate saw that it was missing something fundamental: science backed products with efficacious doses of ingredients which meet the complex needs of a diverse, modern woman.

Moodi is more than just a product line, it is a response to a category crying out for better solutions. Kate hasn’t just created functional protein powders, AM Blends, PM Blends and Pre + Probiotics Blends, she has crafted experiences that fit seamlessly into women’s lives.

Additionally, Kate listens to her community to drive innovation. After hearing that customers wanted a more convenient version of Moodi’s Pre + Probiotic Blends, Kate transformed her powdered formulations into 250ml canned Sodas, which have since taken over the New Zealand retail market, serving customers’ needs while proving once again that Moodi is a brand that listens. All the while, creating an additional flywheel driving new customers to Moodi’s DTC online products via their everyday supermarket shop.

The numbers tell an incredible story: one in 25 New Zealand women now takes Moodi products, and their social media community has grown to over 140,000 passionate followers. These statistics represent something special. They represent trust, connection, and a shared belief from women all across Australasia in what Kate has built.

When community becomes your competitive advantage

The launch of Moodi’s Pre + Probiotic Soda into major New Zealand supermarkets could have been just another product launch. Instead, it became a masterclass in community-driven business growth.

Kate made a bold decision to give away 50,000 cans for free, and then she invited her community to become co-creators of Moodi’s retail journey.

“The feedback was overwhelmingly positive and everyone was demanding to see the soda in store,” Kate recalls.

“So we said to our customers, if you want to see this in store, please tag your local supermarket to help us make it happen. We received over 3,000 comments from people tagging their local store, DMing them, emailing them, and sending us screenshots of messages they’d exchanged advocating for our product.”

The result of this was that Kate’s community felt like they’d written this story with Moodi, and were instrumental in creating this shared success.

This organic, community-driven demand was so powerful that when Moodi’s Pre + Probiotic Soda did hit the shelves of New World, Pak’n’Saves, and Woolworths the demand was intense. After selling out repeatedly, Foodstuffs had to impose purchasing limits at their stores – a move not seen since the launch of Lewis Road Creamery chocolate milk in 2014.

Since then, Moodi has gone on to own 65 percent of the functional drinks market just months after launching.

To say thank you, Kate surveyed her customers asking them what their favourite car was, and then ran a sweepstakes to give away what they asked for – a Range Rover. A $125,000 gesture that perfectly captured Moodi’s audacious spirit and unwavering commitment to giving back to its valuable community. Even with over eight million entries, this wasn’t just marketing, it was Kate’s way of saying thank you to the people who had believed in her vision from the beginning, as well as a cunning move to further drive engagement and brand loyalty.

The growth numbers are staggering: 300 percent growth in 24/25FY and 1,400 percent the year before. However, these aren’t lucky breaks, but rather the natural result of what Kate calls her “blue sky approach”, where she focuses on first-principles problem-solving and not being swayed by other people’s playbooks, combined with an intimate understanding of every aspect of her business.

Building the infrastructure for success

Where many businesses outsource and delegate, Kate has made the decision to know her business inside and out, keeping most operations in-house. From sourcing ingredients to product development, Moodi maintains control over every aspect of quality and innovation. This approach allows for the ability to pivot quickly, respond to market demands, and maintain the standards that their community has come to trust and expect them to deliver.

Kate’s approach to mentorship and advisory relationships reveals an additional layer of strategic thinking. Her early realisation that “you don’t know what you don’t know” led her to actively seek out experts who could provide objective viewpoints and specialised knowledge.

Without a board or external investors, Kate’s deliberate construction of a robust advisory network, encompassing diverse expertise, demonstrates a sophisticated understanding of the importance of governance, risk mitigation and continuous improvement. It also serves as evidence that Kate has been thinking about the infrastructure necessary for sustainable, high-growth operations from the outset.

Her advice to aspiring entrepreneurs reflects her mindset: “Don’t take no for an answer,” move with “speed” wherever possible, and “knock a little harder” on doors that don’t open easily.

However, Kate’s market leading success goes beyond persistence, it’s her ability to turn a “no” into a “yes” and outpace competitors in fast-moving markets that highlights her strategic edge, built on constant innovation and the belief that she will find a way.

The vision: Community as the new business paradigm

Looking ahead, Kate sees a future where personalisation and authentic community connection aren’t just buzzwords, they are the very foundation of successful businesses. Brands won’t just offer products, they will cultivate vibrant ecosystems where customers are co-creators, advocates, and integral parts of the brand’s journey. This vision positions Moodi not just as a product provider but as a pioneering force, a true leader in shaping a new business paradigm where purpose and people drive unparalleled growth.

Kate’s current focus on continued expansion into Australia, followed by targeting the US in the future represents more than market growth, it’s about extending Moodi’s mission to elevate women to feel their best and reach their full potential through a community-building approach on a global scale, proving that this new model is scalable and universally impactful.

“My vision for Moodi is to become the #1 mental wellness supplement brand for women in the Western world. I plan to continue carving my own path on the way to achieving this, while always remaining grounded in my mission to elevate women to feel their best and reach their full potential. For me, this is achieved not only by Moodi’s products and the impact they have, but also through mentorship, grants, and championing women in business.”

Kate’s story challenges every entrepreneur to think differently about what business can be. She has built more than a company; she has created a movement that empowers women, fosters genuine connections, and proves that purpose and profit can not only coexist, but can amplify each other. A legacy in the making.