Kimberly Williams - Changing Healthy Eating One Meal at a Time

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This is the Beyond the Story podcast, a show that goes way beyond the story. And now, Sebastian Rusk There's a little bit of a delay over there, I think, but you're on the other side Yes, I am. I am. And it is three Thanks so much. I know it's tough to make, um, US and Australia time work. It was, it's either very late in the afternoon, early evening for us, or very early in the morning, afternoon, late or early evening for you guys. So, well, great to see you here. You and I, did you and I connect through, um, Amazing. Amazing, great group, great guy, great experience.

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So yeah, I mean, case in point here, connecting with great people. So on this show, I like to talk about people's or tell people's story rather. I like to better understand the backstory. We go back to the beginning of the story, wherever the beginning is for you, where did it all start and what brought you to present Yeah, so it all started with a goal for myself as a teenager. So as a teenager I came up with a goal to create a wonderful life for myself no matter what and to do so you had to be really passionate. So with designing everything, To cut a long story short, everyone asks me how I achieve what I've achieved with very little resources in life. So with the goals that I've created along the way, there's been steps obviously. So it's a stack system that I've developed with skills.

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So I'm a qualified and experienced naturopathic physician. And I've always wanted to help more people along the way. So I had my own clinic at 24 years old, then moved interstate and I knew no one. So once I was interstate and knew no one, I really thought, now how can I meet new people and achieve my goals at the same time? So I've transferred from clinical naturopathy into corporate world. and started doing a lot of public speaking as well. So I partnered with a company that wanted to promote health products, which was my background, and then wanted to do it on a large scale. So I came up with a system, I was thrown in the deep end with zero resources and zero budget, which is amazing, and created 560% revenue growth in 180 days. And in the process of doing this, Jamie Oliver's team reached out because our visions and passions aligned as well. So, when people ask, they expect a simple answer on, there is a system obviously to do the sales in the 180 days, but there's a lot of skills and knowledge in the background as well, and a lot of passion and drive to make a change in the world Sure. So if I'm a five-year-old, explain to me exactly We provide healthy meals to children in childcare centers and teaching healthy eating Very important. Yeah, because otherwise, you know, chicken nuggets, right?

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Yeah. No, we don't want chicken nuggets. Yeah.

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And this is how it worked. And I love how you've asked about the vision. That's the most important part. And that's what allowed Jamie Oliver's team to find me in this big sea of internet, of people, and also to have the parents and the centers and the management teams and the corporates all involved. And that's what drove all the public speaking as well, having an amazing vision and mission that aligned to the parents and that was doing So how does it work? So walk me through it. You approach a school and you say, your kids eat like crap and I can change all that. And Absolutely. Yeah. So, that's that mission. To get to that point, there's systems in behind as well. So, most schools are overwhelmed by the whole idea because what you want to do is bring everyone on board, not just one or two parents because that's when the system still doesn't work as well. So, it works well when the whole entire school is on board. So, therefore, then you need the whole entire parent committee and all the parents on board. You need the management companies on board. You need the corporates on board. So, that's where the magic works of the system. And it doesn't matter, this system has also worked for like landscaping companies. It is work for all different companies. So as long as the vision and the mission aligns with the customer-centric needs, this system works The food is manufactured in a large And it's shipped to people? That's how they get it? They ship it No, it depends. One day they have a day where no food needs heating and then they alternate with a heating of a lunch day.

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Then there's a large variety. The difference is once the children transition from lower school to upper school, the ability to heat food becomes a bit more of a job every day. So they design it so even if schools are in the outback in the middle of nowhere and don't have cooking facilities, they're still able to have the food. So there's a lot of problem solving going in behind the scenes to make the program work for And so how do you find new customers and how The brand, after 90 days started to take off itself, word spread around, so then it was purely organic marketing. In the first 90 days, we actually did a lot of cold calling and a lot of public speaking.

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So we positioned the talks where we knew the staff and the teams were. So it was doing public speaking in magazines and for trade shows. And after 90 days, people, it was like an unknown brand. And within 90 days, it become fairly well known in the industry that people started reaching out. So that's amazing part Yeah, after 90 days, but the first 90 days is where all the hard yards happens. Then it's cold, cold outreach. So business to business, yeah, reaching Look, that system was tried and Yeah, absolutely. For sure. Yeah. Oh, the awareness of helping people better understand. I would assume both of those components would probably work Yeah, if you just drop off food, it didn't work well. If you did an event and had a whole display and you put yourself into the actual center, that actually worked better. So dropping off food actually, it sounds like an easy step, but it doesn't work. So if you have a whole event and make a big deal about it and have your brochures and breaking up your marketing to meet the parents because there's different parents and there's different messages that each need. So it sounds like a niche that's easy. There's actually seven different micro niches within speaking to Yeah. I mean, speaking of parenting, I mean, if your kid eats like crap, it's your fault. My daughter's 24, eats great, loves healthy food. You know why? Because in her high chair, there was salmon and cantaloupe and sure the occasional healthy spaghetti and whatever, you know, kid type of food. Sure. But from an early age, it was healthy food to say that you might not like it all. but you might like some she gobbled. I hate salmon with a passion. I'd rather starve to death and eat salmon, but she loves it. And cantaloupe and the whole deal. And she had, she had salmon and cantaloupe. I remember like it was yesterday and she's 24 now. So I come from the school of thought that This is what's for dinner. This is what we're eating. If you don't have a preference for that, we're going to find something comparable, but we're not doing lean cuisine and, and, uh, and, uh, and chicken nuggets every night.

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And I think that, and I see that happen so much with parents, they'll like, wow, it's got a scoop of corn next to the chicken nuggets. Doesn't that count? Um, no, it doesn't. But I think that healthy eating in a household begins when the kid goes from baby food to actual human food and the parents' choice of actually giving it. Chances are, I mean, probably you know more than I would, but if your kid eats like Absolutely. And the thing that what happens in schools is that even the parents, and this is why you need the marketing message broken up, what happens is even the parents that have the perfect diet and the perfect everything, and that's hard to maintain, Once the children go to school, the kids can change because they're seeing all the other kids eating healthy food. So the biggest objection we actually got, surprisingly, was I already do this for my children and would say, what's going to happen when they're at school? And they're sitting next to someone eating.

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So then these parents and would have to explain to the parents, yep, we love what you're doing. Keep on doing it. You've got your breakfast, your snacks, your dinners on the weekend and your breakfast. all weekend. However, what we're trying to do is change the focus for the children that aren't given the same example as your children. So, there was a lot of, yeah, so it's interesting the object that like the sales objections that naturally arose and that was the biggest one. So, we'd have a brochure for those parents, then you'd have the parents that were just too busy in the morning to focus on nutritionally Yeah. Yeah. Like, surprisingly, there was children I saw arriving at the centers in the morning with a McDonald's Happy Meal that had been bought in the way as well. So, yeah, Yeah, yeah. The interesting fact is the parents that provided the Happy Meals to the kids were the easiest parents because they had no pricing objection. They're like, actually, that's cheaper per day to buy the breakfast, the two snacks, the lunch and the afternoon tea then the one happy meal and you're like, right. So, and that was the concern of the management companies. They're like, oh, those parents will be hard to convert. They're the easiest. So, yeah, it was a flip scenario. So we had to have seven different marketing messages to, and a brush and you'd have to quickly identify what category the Yeah, it must be probably not the easiest thing to be able to navigate through. But once, you know, awareness, like most things in life, help us better I remember going and I did a I did a gig for I live in South Florida here in the States, and I'm in Miami, and the next county over is Broward County, Fort Lauderdale. You've probably heard about it before. And the entire initiative for this event that was happening was the healthy eating and the menu items and the thing. These kids were eating better than most adults on a daily basis. I could not believe it.

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One county away, Um, completely different ball game. Cause I know the garbage they fed us as kids here in Miami. And it's still probably the same. I know my daughter, she was, she refused. She's like not doing it packing my lunch every day, or I'm just not eating. And I remember that distinctively, she just would not do that. Um, it was totally all over that. Cause I understood I wouldn't, I wouldn't feed that food to my dog. Um, but in Broward County, it was like, can I taste that real quick? I mean, that looks fantastic. I mean, it really does. I mean, I, And it's a whole initiative that they had. And I can only think, why is this not happening? Well, budgets, budget this and budget that. But I remember that was several, several years ago, but it stuck in my head. I was like, this is 45 minutes from Miami and this is actually happening. Clean cafeterias, not that the ones here aren't clean, but really nice. And the food was awesome. So that's when I tried to spend. And I did hear, I remember Jamie Oliver doing something, but I, I'm like, I can't, I couldn't describe it to you, but I remembered the initiative and it being something derived from this on there. So great to see that these things are actually happening. So it's, um, middle of 2025, literally it's time to record this episode. What are you most excited about for the rest of 2025 going into What I'm excited about now is that the system that we're using for the healthcare providers, we've actually stumbled across on how it works for all different styles of business. So now I'm moving out of a super micro niche and helping business, like particularly small business owners. used this same process and now it's making a difference. So, it's transforming small businesses into movements and legacies using this same simple system that we stumbled across on zero budget.

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It's actually still measurable for marketing as well. and the systems rolling out for all different types of small businesses. So that's the really exciting thing. So now we're making the, so companies that are vision and mission aligned, we still work with some health brands and healthcare companies, but it's expanding out to music brands and to coaches and to mentors as well. So it's That's fantastic. Well, it's been great to learn more about you and also connect with you. I love connecting with other, um, uh, elite members from Dan Martell's mastermind group. It's a stellar group of human beings. So great to finally meet you. Um, thanks for reaching out by the way. I'm glad we were able to get this on the calendar and, uh, have a conversation, learn what you got going on. Keep up the great work. You're clearly doing work that matters. Uh, and I Follow your dream and create it into a vision that is client-centric. I've asked a lot of business owners what their vision is and some of them are making it about them or making it about their company. It's making it about the clients and how we can make a greater impact for them and the world that surrounds them as well. It sounds so easy and simple, That's the transformative method to really drive a It really is. It really is. Hey, thanks a lot for your time, Kimberly.

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I'll put all of her contact info in the show notes at the description of this podcast episode, so you can connect with Kimberly and learn more about what she's up to. Thanks again, Kimberly. Have a great day. Thanks again for waking up crazy early for this conversation. I genuinely appreciate Until next time, friends. Thanks so much for tuning into this episode of the Beyond the Story podcast. We sure do appreciate it. If you haven't done so already, make sure you're subscribed to the show. This way you'll get updates as new episodes become available. If you feel so inclined, please leave us a review. We sure do appreciate it. Signing off from the podcast, launchlab.com studios.