SALT LAKE CITY — A Utah startup is celebrating a major milestone — moving into a kitchen space of its own.
But what makes Rize Sweet Rollz stand out goes beyond cinnamon rolls. It’s the story behind the business, and the people who work there.
Rize has been open about 10 months, but the idea dates back five years, when founder Casey Vanderhoef was serving time in prison.
“When it came time to sell them, I knew the story I wanted to tell, because it was my story,” Vanderhoef said.
Vanderhoef began developing the concept while incarcerated, using that time to think through both the product and the purpose.
“I was able to take those next steps with great intention, because I’d done the vision work in prison,” he said.
Since his release last July, Vanderhoef has turned that vision into a growing business.
But the mission extends beyond baked goods.
Rize Sweet Rollz makes a point to hire people who were formerly incarcerated, offering what Vanderhoef calls a critical first step after release.
One employee, Isaac Pickett, said he first met Vanderhoef while they were both at the Central Utah Correctional Facility.
Another employee, Shayde Kerr, said the opportunity has been life-changing.
“It has helped keep me out of jail. He has helped keep me from relapsing,” Kerr said. “One of my favorite things about this company is how committed he is to recovery and reintegration.”
Both Pickett and Kerr said they had trouble finding jobs after release, but thanks to Vanderhoef’s vision, they’re turning their lives around.
That focus on second chances is at the heart of the business, and part of what’s helped it grow quickly.
Just months after launching, Rize landed a contract with Beehive Meals, featuring its rolls in their Easter box.
Since then, the company has expanded into local grocery stores, selling take-and-bake cinnamon rolls on shelves at stores including The Store Fine Foods and Market.
The business also hosts pop-up events, where customers can try freshly baked rolls made from their frozen dough.
Vanderhoef said the goal is simple: create something meaningful, both in the kitchen and beyond.
“We want to create a safe place for guys transitioning out of incarceration,” he said. “A place where they can find dignity, and take that first step forward.”
And with each batch, he hopes to bring that mission home.
“Our vision is to make your kitchen and house smell the same way ours does,” he said.
