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BRAND SPOTLIGHT

GOOD FOOD FOR GOOD

In this brand spotlight we take a deep dive into Good Food For Good. 

Category:  Cooking Sauces 

Good Food For Good

📖 BRAND OVERVIEW

Good Food For Good is a Canadian social enterprise making cooking sauces and condiments.

  • On a mission – to make it easy for people to eat well and do good.
 
  • They stand out – by offering clean-label products; only using ingredients you would find in your own kitchen. 
 
  • What sets them apart? Their philanthropic mission.  For every product sold, the brand is on a mission to provide a meal to someone in need.

🔍  LET’S GIVE SOME CONTEXT

    • Personal – As a busy Mom looking for convenient, wholesome food, she found that the only options contained ingredients she didn’t consider to be food. Born and raised in India,  where her mother would make three fresh, home cooked meals a day – not being able to provide good food left her feeling guilty.
    • Professional – She left fashion to join the food industry believing it would be more meaningful, however once she learnt processed food is not real food and incredibly bad for your health, she found it challenging to continue working and was once again searching for something more meaningful.

 

  • Good Food For Good was the answer to both problems. She was able to provide the cleanest possible “short-cuts” and every time you buy one you feed a person in need across India, Canada and USA.
 
  • The business started with handmade sauces – made locally in Toronto. As the business grew they successfully managed to shift to shelf stable sauces, without compromising their clean label values.

🏢  BEHIND THE SCENES

  • Headquarters: Toronto, Canada
  • Year founded: 2014
  • Employee count: 11-50
  • Investors: Government of Canada
  • Purchasing Options: Online and in-stores

👉 PRODUCT AND AUDIENCE SNAPSHOT

  • Products: Spice Kits (Sauces)
  • Product range3 core product spice kits – Indonesian Rendang, Singaporean laksa, Malaysian Red Curry.  2 condiments – Sambal Chili Crunch Original, Sambal Chili Crunch Seaweed
  • Target AudienceHomiah taps into a number of trends meaning it could fulfil a variety of niche audiences including health conscious foodies, cooking enthusiasts and vegans.
  • Brand positioning: Premium

🧡 THIS GETS US EXCITED

 

  • Clean Label Commitment – Their commitment to clean, transparent and honest labelling sets them apart.  Every ingredient is researched for minimum impact – on both the environment and the body.

 

  • Social Impact – Their unwavering commitment to donating meals to those in need is a fundamental aspect of their mission. It is ingrained in their business model and seen as a non-negotiable expense.  The more revenue they generate, the greater the positive impact they can create. 

🤔 POTENTIAL BRAND CHALLENGES

  • Consumer Education – there is a general lack of awareness about the benefits of eating organic, natural food. However mainstream influencers in particular are talking more and more about it.

 

  • Competitive Challenge – natural and organic food competitors may offer lower prices, but Good Food For Good can spotlight its social mission as a differentiator.

🏁 SOME OF THEIR COMPETITION

🛒 WHERE TO FIND THEM

  • Retail – Nationwide: Wholefoods, Regional: Costco, Loblaws, Sobeys, Safeway, Metro, Erewohn, Thrive, Hive

  • Direct to Consumer – via Website and Amazon

⏭  WHAT’S NEXT?

  • Velocity: “Our strategy for the next couple of years is not to go after distribution but go after velocity.” 
    • Good Food For Good has gained a lot of distribution over the last couple of years.  It was a previous priority – they knew without it there would be no point in investing in any velocity driving initiative.  
    • Now they are in a good place, the focus has shifted.  
    • It will be interesting to see what marketing programs they now use to drive visibility and awareness.

 

🧢 MEET THEIR TEAM

All data is correct at time of writing. 

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