Social Impact Heroes: Why & How Rhys Powell of Red Rabbit Is Helping To Change Our World

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Plan for Perpetuity: One of the biggest shifts in my thinking came when I started planning for the business as if it would last forever. Short-term planning can lead to risky, shortsighted decisions. But when you’re looking 5, 10, 15 years down the line, it changes how you weigh your options. It’s about building something that lasts, not just hitting quick short-term milestones.

As part of my series about “individuals and organizations making an important social impact”, I had the pleasure of interviewing Rhys Powell.

Rhys Powell is the Founder and CEO of Red Rabbit, the country’s premier Black-owned K-12 school food management company. As an entrepreneur and social justice advocate, Rhys is committed to uplifting communities of color by serving delicious, thoughtful, familiar food to kids in urban schools throughout the Northeast and Mid-Atlantic. Rhys is proud to be a part of the grand tradition of Black Americans who have pledged their lives and careers to help America form itself into a better, more just society.

Thank you so much for joining us in this interview series! Can you tell us a story about what brought you to this specific career path?

When I first started looking at schools for my own children to attend, I couldn’t believe how segregated schools still were in NYC. And this was happening right as the Black Lives Matter movement was pushing us all to take a hard look at our roles in society. That’s when it clicked for me. Our day-to-day work isn’t just about the now; it’s part of a bigger picture, a continuation of struggles from the past. It was a real “aha” moment that showed me why we’re doing what we do at Red Rabbit. It made everything clear: my path, our mission, all of it. We’re not just feeding kids; we’re part of a larger social justice effort, blending our story into the much larger story of striving for a fair and just society.

Can you share the most interesting story that happened to you since you began leading your company or organization?

One thing that stood out at Red Rabbit is how we’ve always put making a difference ahead of making a profit. If you had asked me early in my career if I’d end up here, I probably would’ve laughed. But diving deep into the school system and really becoming part of the communities we serve has been eye-opening. I’ve learned there’s nothing quite like the fulfillment you get from truly impactful work. It’s not a single event or story, but more about this big shift in how we see our role. We’re using the playbook of a for-profit business to drive real change in our communities. Watching that change happen, and seeing our approach in action, has been one of the most fascinating parts of my leadership journey.

It has been said that our mistakes can be our greatest teachers. Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?

When we were just getting Red Rabbit off the ground, we got a bit carried away setting up our first office. We ended up spending a chunk of our tight budget at Ikea, of all places. We just had to have these red-topped tables — the company was named Red Rabbit, after all. It seemed like a good idea, making our space look nice. Fast forward six months, and there we were, selling off those same tables right on the sidewalk. Talk about a reality check. It was a funny but hard lesson on keeping a tight leash on spending and focusing on what’s really essential. In a startup, every penny counts way more than having the perfect-looking office.

Can you describe how you or your organization is making a significant social impact?

Chronic absenteeism is linked to an increased likelihood of poverty, poor health, and involvement in the criminal justice system. With school truancy rates soaring in Washington, D.C. and across the nation, these outcomes are especially severe for Black and Brown students. We’ve found that one of the ways we can address this issue is through an unlikely avenue — school lunch! By creating menus that better resonate with and celebrate the heritage of the students, we’ve seen them become more engaged, with administrators at participating schools noting improved retention rates. Imagine what truancy rates could look like if these types of culturally-affirming meals were available nationwide! That’s our vision for our society’s future.

Can you tell us a story about a particular individual who was impacted or helped by your cause?

I’ll never forget when we started working with one of our charter schools in the South Bronx. This place was special. They had the highest percentage of English Language Learners in NYC, with many students coming from Central and South American backgrounds. Before we stepped in, only 15 out of 350 students would eat in the cafeteria. But once Red Rabbit revamped the place, things completely turned around. Suddenly, over 95% of the students were enjoying lunch every day, and even the teachers were joining in.

We transformed the cafeteria into a space that felt like a neighborhood restaurant, with a menu that celebrated the children’s heritage and filled the room with joy. It wasn’t just about the food; it was about creating a place where everyone felt valued and included. The head of the school told me we did more than just change what lunchtime looked like; we helped change the school’s entire culture. Hearing that, knowing we made that kind of difference, was incredibly rewarding.

Are there three things the community/society/politicians can do to help you address the root of the problem you are trying to solve?

First off, we really need to start seeing the whole picture when it comes to our kids. It’s not just about grades or how well they can fill out a test. Kids need to feel seen and valued, and the kind of food we serve in schools plays a big part in that. It’s about more than just filling bellies; it’s about nourishing souls and making sure our kids feel whole.

Then there’s the red tape. It’s everywhere, especially in school food service. We’ve got to shift our focus from just pinching pennies to what’s actually best for our kids. Picture a world where schools can pick food providers not just because they’re cheap, but because they’re the right fit culturally and nutritionally. That’s the dream.

Lastly, let’s talk about the big picture — creating a community that includes everyone, from the folks growing the food to the ones delivering it to our schools. Right now, too many barriers make it tough for local farmers and suppliers to be part of the school food scene. We need to work together, from local communities to the halls of government, to break down these barriers and build a food system that supports everyone involved.

How do you define “Leadership”? Can you explain what you mean or give an example?

To me, leadership is all about being that reliable rock for everyone around you. It’s showing up, day in and day out, not just physically but with your actions and words too. When you’re consistent in what you say and do, it gives everyone else a clear sense of direction. They know what the goal is, how they fit into the picture, and feel safe to give it their all — even take a few risks — because they trust you’re there to back them up.

Think of it like a team where everyone knows the game plan so well that they can start improvising plays, knowing the coach has their back. That’s the kind of leadership I believe in: being so steady and clear in your vision that it empowers others to find their place and shine, knowing you’re right there with them, every step of the way.

What are your “5 things I wish someone told me when I first started” and why? Please share a story or example for each.

1 . Build a Diverse Network of Advisers: Early on, I learned the hard way that surrounding yourself with people who all think the same way doesn’t do you any favors. There’s this saying we toss around now: “We don’t know what we don’t know.” It’s the unknowns that can catch you off guard or present unexpected opportunities. The best ideas come from a mix of experiences and perspectives. Ideas that never would’ve crossed your mind suddenly become game-changers.

2 . Integrity Over Everything: Looking back, I wish I’d focused more on the character of the people I teamed up with, not just their skills or what they could deliver. The truth is, the integrity and honesty of your team shape not just your business, but who you are as a person. Working with people who genuinely care about making a difference has transformed me more than I could have imagined. It’s a lesson that applies everywhere, not just at work.

3 . Play the Long Game: When you’re just starting out, it’s easy to think you’re going to change the world overnight. But really, it’s about the long haul. I used to be all about quick wins, but I’ve learned that real impact takes time. Most entrepreneurs overestimate what they can achieve in one year, and underestimate what they can achieve in five years. If I had known this, I might have paced myself differently. It’s a marathon, not a sprint, and the journey is part of the reward.

4 . Love What You Do: There’s a lot of glamor attached to being your own boss, but the reality is it’s tough. You’ve got to be passionate about the work itself because that’s what will keep you going when things get rough. If you’d do it for free, that’s a good sign you’re on the right path. Your love for the work will be your best motivator, especially when the going gets tough.

5 . Plan for Perpetuity: One of the biggest shifts in my thinking came when I started planning for the business as if it would last forever. Short-term planning can lead to risky, shortsighted decisions. But when you’re looking 5, 10, 15 years down the line, it changes how you weigh your options. It’s about building something that lasts, not just hitting quick short-term milestones.

You are a person of enormous influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂

Envision a movement that celebrates every culture, weaving each unique thread into the fabric of our society. It’s about lifting every voice, recognizing that the American story is rich with contributions from many diverse cultures. Too often, we sideline these diverse narratives, missing out on the full picture of who we are as a nation. What if we changed that? What if every American culture, every American story, was placed right at the heart of our collective identity?

This isn’t just about paying tribute; it’s about energizing our kids, from every background, to dream big and contribute to a future that honors their heritage. It’s about giving every child the tools and opportunities they need to thrive, unlocking a wellspring of potential. That’s the movement I envision — one where cultural uplift isn’t just an idea, but a foundation for building a more inclusive, dynamic, and prosperous society for everyone.

Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?

There’s this quote by Toni Morrison that has always struck a chord with me: “I stood at the border, stood at the edge and claimed it as central. I claimed it as central, and let the rest of the world move over to where I was.” This resonates deeply with me, especially in the context of our mission at Red Rabbit.

In the realm of social justice, asserting that your cause is not just a fringe issue but central to societal progress can be daunting. We’re here, championing the well-being of children who’ve often been overlooked, and sometimes that stance isn’t met with open arms. It’s like standing on the edge of what society deems important and shouting, “No, this — this is what matters.”

Toni Morrison’s words remind me to plant my feet firmly, to hold our ground with the conviction that uplifting these kids is not just a noble cause but a critical one. It’s about drawing the map where those marginalized spaces are no longer edges but the very center. It’s a powerful reminder of the impact steadfast belief and action can have, not just in my life but in the lives of all those we aim to uplift.

Is there a person in the world, or in the US with whom you would like to have a private breakfast or lunch with, and why? He or she might just see this, especially if we tag them. 🙂

I’ve got my sights set on sharing a meal with Eddie S. Glaude Jr. His book about James Baldwin, “Begin Again,” is a source of inspiration for me. Glaude’s dedication to uplifting Black communities and his brave, well-informed take on racial identity issues in our society really resonates. He brings this fearlessness to the table that, in a way, echoes Toni Morrison’s empowering words.

It’s Glaude’s approach — his unwavering commitment to speaking truth — that inspires me to keep pushing forward in our work at Red Rabbit. And, if I’m dreaming big, I’d love to take it a step further and study with him at Princeton. Imagine the conversations, the learning! That would be a dream come true.

How can our readers further follow your work online?

You can connect with me on LinkedIn (@rhyswpowell) and follow the progress of Red Rabbit (@myredrabbit) on Instagram, Facebook and LinkedIn. Of course, there’s also our website (www.myredrabbit.com).

This was very meaningful, thank you so much. We wish you only continued success in your great work!


Social Impact Heroes: Why & How Rhys Powell of Red Rabbit Is Helping To Change Our World was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.