Meet Michelle Dudash, RDN | Registered Dietitian Nutritionist, Chef, and Founder of Spicekick Seasoning Mix

We had the good fortune of connecting with Michelle Dudash, RDN and we’ve shared our conversation below.

Hi Michelle, we’d love to hear more about how you thought about starting your own business?

On one late-summer weeknight of 2019, I was cooking dinner for my family using a basic taco seasoning packet because my daughters loved it. I was amazed how it was ready in 15 minutes and all I had to add was meat and water. What I didn’t feel great about were the fillers, sugar, and other mystery ingredients in it. I thought there had to be a better way. That is when the idea hit me for Dash Dinners, what would be renamed and rebranded two years later as Spicekick.

Most spice blends on the market, even the “natural” ones, list sugar and salt as the first two ingredients, but not mine! I knew that I could create my own spice mixes with wholesome ingredients I use at home with more herbs and spices, dried fruits and vegetables, no added sugar, and just a touch of sea salt. I wouldn’t rely on artificial coloring or flavoring, preservatives, or fillers.

Within a week, I began my quest by converting a popular recipe for Shredded Chicken Tacos from my first cookbook but using only dried ingredients to flavor it. I cooked a batch and sampled it to my girlfriends. I explained to them how it worked. They tasted it and very seriously responded with, “I’d buy that.”

I set off to make 20 spice kit samples presented in hand-taped parchment pouches with the recipe stapled to the back and distributed it to my mom friends and neighbors. One of my friends, a busy anesthesiologist and mom texted me, “I need to buy 10 packets right away.” Within weeks, I created three more flavors—Stir Fry Lettuce Wraps, Chili, and Curry—which all originated from my previous recipes, but in the dried spice kit form.

With each batch of samples, I surveyed my test subjects and they all said that they would buy it. Bingo! That’s when I knew it was time to get proof of concept, so I applied to be a vendor at the Carmel Farmers Market, a popular Indiana market just 10 minutes from my house.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?

What sets me apart from others is that I am a registered dietitian *and* chef. I know the science of nutrition and the art of food. It’s got to taste good. That is why people eat what they eat–at least for the long haul.

I started my nutrition communications firm Chef Dudash Nutrition 20 years ago and worked my way up, from nutritional counseling to local TV segments to national TV segments to writing two top selling cookbooks: The Low-Carb Mediterranean Cookbook and Clean Eating for Busy Families, revised & expanded.

I’ve worked really hard and a mantra of mine is right, not rushed. Working in fine dining, I learned not to be lazy and that small details matter. I’ve been working since age 14, starting in the restaurant business. No one knows your business better than you and no one will care as much as you.

There are moments where you think, “Why me?” and “Am I crazy to be doing this?” and “Should I really be doing this?” It’s hard work with tight margins. But you continue to persevere and maintain your vision. It’s okay to “kill your little darlings” (SKUs that aren’t your top sellers) and make adjustments. Keep sticking to the core plan.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?

For restaurants in Indianapolis, it’s Delicia, Tinker Street, Vida, and Beholder. For a night out in Carmel (my neighborhood), head to Main Street at Anthony’s or Monterrey.

Indy 500 and summer is the best time to visit Indianapolis, for sure. You don’t want to leave. Toodle around on your golf cart, hang out at the pool, take a dip in a lake, lounge in a lush park.

The best drinks are on my back porch–frozé or margarita.

Ruoff for the best outdoor, musical performances–Janet Jackson and Ludacris are next on my list there.

Who else deserves some credit and recognition?

My husband is always so supportive in everything I do. And he is usually willing to taste anything I cook! He has helped me with handling special behind-the-scenes Spicekick projects, like building the website, so I could stay focused on operations, marketing, and the day-to-day.

My two wonderful daughters understand when mommy is working and they are my toughest critics. Their favorite Spicekick flavors are Taco and Marinara.

Thank you to the Carmel Farmers Market volunteers (Ron, Susan, and Deborah) and Market Wagon (Adriana) for allowing me to sell to their customers and make them my first customers! The repeat customers helped me realize that I was onto something and motivated me to keep pushing forward.

I am grateful to Joe Lazarra, owner of Joe’s Butcher Shop, who became my first wholesale account and is still going strong selling my Spicekick. When you tell other retailers that you’ve been selling at Joe’s for awhile, their eyes perk up. He is highly respected in our community. He offered good advice as to what information to add to the packaging. His buyer Karen was also a wonderful cheerleader and provided insight.

I am eternally grateful for the ops people who helped me literally make the spice packets in the commercial kitchen in the early days, including Elizabeth, Krista, Tracy, and Sandy.

There are many more mentors I have gained along the way, who have shared their time and expertise with me–Laura Davenport, Brad Marks, Christin Barber, Mitzi Dulan, gBeta mentors, and many more.

Website: www.spicekick.com

Instagram: @michelledudash, @spicekick.foods

Linkedin: https://www.linkedin.com/in/michelledudash/

Twitter: michelledudash

Facebook: spicekickfoods

Image Credits
The professional head shot is by Square Mouth Studios.