Rize Sweet Rolls: He wrote the business plan in prison. Now his cinnamon rolls are in Utah stores.

For Casey Vanderhoef, a cinnamon roll business became more than a source of income — it became proof that life after incarceration is possible.

Movies love to portray the bruiser with a soft center.
A tattooed tough guy, who at first may look rebellious and intimidating, but actually has a passion for being in the kitchen, creating tasty baked goods.
That’s the reality of Casey Vanderhoef.
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Source: Salt Lake City Deseret News | Published: 2026-05-31T02:00:00Z

Credit: Salt Lake City Deseret News