Daily Harvest founder Rachel Drori is completely changing our perception of frozen foods with her variety of prepared frozen smoothies and parfaits. Drori founded Daily Harvest two years ago, when she was nine months pregnant, and has since taken the grocery delivery service by storm. Drori sat down with our Founder Iman Oubou to talk about how she has managed to start a business that has gained the attention of the likes of Gwenyth Paltrow and Serena Williams, all while simultaneously starting a family.
Cold Brew + Almond Energizer Smoothie
In case you’re not familiar, here’s how Daily Harvest works: You visit the website and choose what you would like to stock up on. DH’s menu now includes pre-fixed smoothies, parfaits, overnight oats, soups and sundaes.
Blackberry + Majik Chia Parfait
Then, you enter your email, zip code and select your plan: options include weekly packages offering six cups, 12 cups or 24 cups or a monthly package of 24 cups. You then build your box by selecting your preferred ingredients, which, according to Drori, are all 100% plant-based, whole (not sliced!) fruits and vegetables. After filling up your “box,” you select your delivery day – which is a minimum of five days, and viola! You are signed up for an auto-renewed subscription of your selected meals. On the delivery day, you open your door to the frozen packaged deliciousness that arrive on dry ice.
Drori explains to Iman exactly why she’s here to debunk the way Americans think about frozen foods and how their nutritional value is superior to the hot pockets and TV dinners that we often associate the frozen food aisles with. “What’s interesting is when you think of frozen food, we think of dinosaur chicken nuggets,” Drori says. “When you ask someone what’s in their freezer, they usually say vodka and ice cream. Let’s take a blueberry for example; it’s picked green, before it’s ready, they never have time to fully ripen, and they degrade in nutrient content by the time they go from the vine to your belly. We pick all of our fruits and vegetables at their nutritional peak.” In contrast, a blueberry that’s picked and not frozen has 50% less vitamin C than its frozen counterpart, according to Drori.
As far as competitors? Drori doesn’t really have any at the moment. She credits and shows gratitude to companies like Blue Apron and Plated that came before her in the grocery delivery space, but it’s her complicated way of delivering her nutritional goods on dry ice that really sets her apart from any other company.
According to Drori, “delivering things is not easy and that’s why it took me a year to get it up and running. I’d say that our number competitive edge comes down to our brand. We tried to do something in a different way, and it doesn’t really look like other things that you’ve seen in the frozen aisle. That’s why we don’t have any competitors right now.”
While Drori’s business model itself is impressive, her scrappy, no-nonsense persona is just as inspiring. Drori spoke to Iman about her experience preparing and hand-delivering her customers’ orders during the early stages of the business, to breastfeeding her way through investment meetings with venture capitalists. “I’ve nursed in front of VCs. My thing is: if it makes you uncomfortable, it’s probably not a good fit,” Drori claims. But it’s things like her fearless way of breastfeeding during meetings and going into work while nine months pregnant that has led her to finding out what works best for her fruitful business. “You go into these more traditional venture capitalists and you’re nine months pregnant and talking about your whole female team. It’s about finding the right fit, because we’ve had many awkward conversations and really wonderful ones where people were would say, ‘wow, you’re really doing this, we’re excited!’”
Drori also tells Iman how her mind is constantly racing with a whirlwind of thoughts. Even the busiest businesswomen, however, needs to find their moment of tranquility every day. For this founder, her peace of mind comes from the hour-a-day that she dedicates to being a mom. “I make sure – hell or high water, that I am home at 5:30 p.m. and [my employees] should not contact me from 5:30 to 6:30 p.m., since that’s when I put my kids to bed. One hour in the evening to decompress for a headspace moment,” she reveals. Though the day picks right back up from 7 p.m. to midnight, that hour is Drori’s time to be a mom and maintain a balance in her hectic life.
To learn more about Drori’s day-to-day life at Daily Harvest, her tips for fellow entrepreneurs and to hear the crazy things she’s been asked as a female in a male-dominated industry, check out the full video here.
Personally, I am over the top excited that we are on the cusp of turning the page on not only a new year but also on a new 10-year window of opportunities and possibilities!
You may be thinking, whoa…I am just embracing the fall season…yikes… it is tough to think about a new decade!
Yet it is this groundwork, this forward thought that you put in place TODAY that will propel you and lead you into greatness in 2020 and beyond. Designing a new decade rests in your ability to vision, in your willingness to be curious, in your awareness of where you are now and what you most want to curate. Essentially, curating what's next is about tapping into today with confidence, conviction, and decision. Leading YOU starts now. This is your new next. It is your choice.
Sometimes to get to that 'next', you need to take a step back to reflect. Please pardon my asking you to spend time in yesterday. Those who know me personally, know that I created and continue to grow my business based on enabling the present moment as a springboard for living your legacy. So, indulge me here! True, I am asking you to peek into the past, yet it is only in order for you to bring the essence of that past forward into this moment called NOW.
One of the best ways to tap into what's next is to clarify what drives you. To design a new decade, ask yourself this question about the past ten years:
What worked? What were my successes?
Make a list of your achievements big and small. Don't type them, but rather use ink and paper and sit with and savor them. Move your thoughts and your successes from your head, to your heart, to your pen, to the paper. Remember that on the flip side of goals not attained and New Year's resolutions abandoned, there was more than likely some traction and action that moved you forward, even if the end result was not what you expected. Once you have a full list of a decade's worth of personal and professional accomplishments, think about how this makes you feel. Do you remember celebrating all of them? My guess is no. So, celebrate them now. Give them new life by validating them. Circle the successes that resonate with you most right now. Where can you lean into those accomplishments as you power into the decade ahead?
Now comes a tougher question, one that I used myself in my own mid-life reinvention and a question I adore because in a moment's time it provides you with a quick reconnect to your unique inner voice.
If it were 10 years ago and nothing were standing in your way, no fear or excuses to contend with…what would you do?
Don't overthink it. The brilliance of this question is that it refocuses purpose. Whatever first came to mind when you answered this for yourself is at its core a powerful insight into defining and redefining the FUTURE decade. Bring your answer into the light of today and what small piece of it is actionable NOW? Where is this resonating and aligning with a 2019 version of yourself?
Then, based on your success list and your answer to the above question, what is your 2020 vision for your business and for the business of YOU?
Designing a new decade begins as a collection of 3,650 opportunities. 3,650 blank slates of new days ahead in which to pivot and propel yourself forward. Every single one of those days is a window into your legacy. An invitation to be, create, explore, and chip away at this thing we call life. One 24-hour segment at a time.
While you have a decade ahead to work on design improvements, you have the ability to begin manifesting this project of YOU Version 2020 right NOW. Based on exploring the exercises in this post, begin executing your vision. Ask questions. Be present. Let go of 2019 and the past 10 years so that you can embrace the next 10. Position acceptance and self-trust at the forefront of how you lead you. One choice at a time.
Don't get bogged down in the concept of the next 10 years. Instead position clarity and intention into each new day, starting today. Then chase every one of those intentions with an in-the-moment commitment and solution toward living a legendary life!