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Sacramento chef says viral video helped fuel his success

Cecil Rhodes, who has roots in the capital, said that by the time he attended culinary school in San Francisco, Sacramento was beginning to change before his eyes. “I came back to Sacramento, and they do this farm-to-table here,” Rhodes said. “For it to be thriving the way it is — I'm so proud to be from here.” As co-founder of Nash and Proper, Rhodes said the road hasn't always been easy, but it's been worth it to see the company's huge success all these years later. He said when he started serving from his food truck, all of the food was made fresh — including burgers, fries and pork belly tacos. But there was a problem. “When you go to a food truck, you want the food to come out really fast,” Rhodes said. “And my food didn't come out fast, I can tell you that. I was like, I have to wait for this food.” He said at one point, an organizer on the UC Davis campus talked to him about his numbers, saying other food trucks were bringing in more business. He started simplifying the menu and noticed lines multiplying when he served hot chicken sandwiches. It was an Instagram video that made a big difference to business. “Chef Chris from Localis made this video where he eats the sandwich and makes the dishwasher dance with the sandwich, and that's how it all started,” Rhodes said. “From that video to where we are now — if it weren't for Chef Chris, I don't know where we would be. After that, everyone came together.” He said the pandemic also brought Sacramento-area chefs together, and they still support each other. “I think chefs are more humble now because we've all been through this disaster, like, 'How do I keep these doors open? How do I pay my staff? How do I get through this?' And we all went through it at the same time,” Rhodes said. He said he's seen more collaborations between chefs since then. Rhodes said Sacramento's importance nationally is also evolving. “I know it's been very underrated for a long time,” he said. “I think it's a destination now.” This profile was produced as part of KCRA 3's special “Farm to Fork: Growing a Movement.” Watch the full special here. For more coverage of California's most important stories, click here | Download our app | Subscribe to our morning newsletter

SACRAMENTO, California —

Cecil Rhodes, who has his roots in the capital, said that when he went to San Francisco to attend culinary school, Sacramento began to change before his eyes.

“I came back to Sacramento and it's farm-to-table,” Rhodes said. “For it to be thriving like it is – I'm so proud to be from here.”

As co-founder of Nash and Proper, Rhodes said the road hasn't always been easy, but it's worth it to see the company's great success after all these years.

He said when he first started serving from his food truck, all the food was made fresh – including burgers, French fries and pork belly tacos. But there was a problem.

“When you go to a food truck, you want your food as quickly as possible,” Rhodes said. “And my food did not come quickly, I can tell you that. I thought I was going to have to wait for this food.”

He said at one point, an organizer on the UC Davis campus talked to him about his numbers and said other food trucks would bring him more sales. He began simplifying the menu and noticed that lines increased when he served hot chicken sandwiches.

It was an Instagram video that made a big difference to the business.

“Chef Chris [Barnum-Dann] from Localis, he made this video where he eats the sandwich and makes the dishwasher dance with the sandwich, and that's how it all started,” Rhodes said. “From that video to where we are now – if it weren't for Chef Chris, I don't know where we would be. After that, everyone came along.”

He said the pandemic has also brought chefs in the Sacramento area together and they continue to support each other.

“I think chefs are more humble today because we've all been through this catastrophe of 'How do I keep these doors open? How do I pay my staff? How do I get through this?' And we all went through it at the same time,” Rhodes said.

He said he has since observed greater collaboration among chefs.

Rhodes said Sacramento's standing nationally is also evolving. “I know it's been very underrated for a long time,” he said. “I think it's a target now.”

This profile was produced as part of KCRA 3's special “Farm to Fork: Growing a Movement.” Watch the full special here.

You can find more reports on the most important topics from California here | Download our app | Subscribe to our morning newsletter

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