In Founder Focus we introduce entrepreneurs and change-makers working on innovative startups, social enterprises and SME’s around Aotearoa New Zealand.

At a glance

Founder: Kate Gatfield-Jeffries

Business: Moodi

Founded: 2022

HQ: Auckland

Can you tell us a bit about your business?

Moodi is a trailblazing mental wellness supplement brand dedicated to helping women feel their best.

We’ve created clinically-proven formulations in crave-worthy flavours, to spark consistent use and yield life-changing results. Our delicious supplements help women feel their best by featuring active ingredients for stress, sleep, energy, mental clarity and more.

Imagine a blue protein powder for stress or a caffeine-free caramel latte for mental clarity. Our products are vegan, gluten-free, refined sugar-free, all-natural, and made in New Zealand.

We believe well-being enables well-doing. Mental wellness impacts our health, relationships and careers. By helping women feel their best, they can reach their potential and make a positive impact in their families, careers, communities and beyond.

We’re also challenging traditional narratives in the women’s supplement industry, moving away from anti-aging, weight loss, and appearance to inspire self-care and encourage women to prioritise mental well-being.

What’s the backstory for your business idea?

My journey starting Moodi began at University, where I founded and led large-scale diversity programs. Witnessing first-hand the positive impact of these initiatives for women, I also saw the chronic stress and burnout many endure.

The current state of women’s mental well-being demands immediate action. Women are twice as likely to suffer from chronic stress as men. Society is undergoing a profound shift, recognising the importance of mental well-being and self-care.

Women now seek accessible and practical approaches that prioritise mental well-being. In the supplement market, existing brands either lack a focus on mental wellness, offer ineffective products, or provide effective products that are not enjoyable.

Moodi fills this gap, offering science-backed supplements that are a delight to take. We’re dedicated to revolutionising the industry and empowering women globally.

What programmes, learning or mentoring, or resources have been of assistance so far?

  • I’ve had lots of insightful advice from other entrepreneurs. These connections and conversations have been most valuable when they are only a couple of chapters ahead of me in their journey, or have sector expertise and can give specific guidance.
  • For other early-stage consumer goods founders, I recommend also looking abroad for inspiration, advice and mentorship. I’ve had incredible experiences being part of the WBENC Collegiate Accelerator in the US and EY’s global programmes.
  • It’s also great to draw inspiration along the way from other entrepreneurs in podcasts. Some favourites include: How I built this, Female Start-Up Club and Diary of a CEO.


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