Honest to Goodness
Honest to Goodness is a family-owned Australian retailer founded in 2002 selling 1,000+ Australian Certified Organic wholefoods via DTC e-commerce, a B2B wholesale portal, a Group Goodness buying-group platform, an Alexandria retail store, and Amazon Marketplace, serving health-conscious consumers and wholesale buyers across Australia.
- Company typePrivate
- Founded2002
- HeadquartersAlexandria, Australia
- Headcount101–250
- GTM typeB2B and B2C
- OfferingServices
What Honest to Goodness does
Honest to Goodness is an Australian family-owned specialty retailer of certified organic and natural wholefoods, founded in 2002 and headquartered in Alexandria, Sydney. The company sells over 1,000 SKUs spanning pantry staples, baking and flours, snacks and confectionery, beverages, baby and kids products, health and beauty, home and cleaning, and pet care, primarily via direct-to-consumer e-commerce at goodness.com.au. It complements DTC with a B2B wholesale portal (wholesale.goodness.com.au) for retailers, cafés, and health food stores; a Group Goodness buying-group platform (group.goodness.com.au) for community-based bulk purchases; an Amazon Australia marketplace storefront; and a single physical retail store at 100 McEvoy Street, Alexandria. The company is the registered legal entity Honest to Goodness Pty Ltd (also trading as H2G), holds Australian Certified Organic (ACO) accreditation for its organic range, and operates owned sub-brands including 2die4 Live Foods, Pimp My Salad (acquired 2025-01-07), Eco Organics, and Absolute Organic, alongside curated partner brands such as Ora Health, King Island Pure Manuka, Organic Times, and Westcountry Spice.
The business runs on BigCommerce e-commerce infrastructure powering both the retail and wholesale storefronts, with logistics supported by a manufacturing/production site and a dedicated fulfillment warehouse, both in Villawood, NSW, enabling Australia-wide delivery. Revenue is generated through one-time product purchases across DTC, wholesale, marketplace, and retail channels, with unit pricing ranging from roughly A$8 small sauce bottles to multi-hundred-dollar bulk SKUs, plus a Group Goodness wholesale pricing tier for buying groups. Operational headcount sits in the 101–250 band, with founder Karen Ward listed as Co-Founder and Owner and Product Development lead.
Growth in 2022–2025 has been executed through channel and brand expansion rather than external capital: the Group Goodness buying platform, an Amazon marketplace storefront, a new Villawood fulfillment center, the in-house owned-brand portfolio buildout, and the January 2025 acquisitions of Pimp My Salad and Pimp My Snack. No external funding rounds, institutional investors, parent company, or subsidiaries are disclosed, and no revenue figure has been publicly disclosed; the company relies on organic and founder/family capital to fund expansion.
Honest to Goodness firmographics
Firmographics- Name
- Honest to Goodness
- Legal name
- Honest to Goodness Pty Ltd
- Website
- https://goodness.com.au
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Honest to Goodness is a family-owned Australian retailer founded in 2002 selling 1,000+ Australian Certified Organic wholefoods via DTC e-commerce, a B2B wholesale portal, a Group Goodness buying-group platform, an Alexandria retail store, and Amazon Marketplace, serving health-conscious consumers and wholesale buyers across Australia.
- Ownership category
- akta.pro rank
Honest to Goodness industry classification
Industry- Product category
- Organic Food Retail
- NAICS
- All Other Specialty Food Retailers (445298), Other Health and Personal Care Retailers (45619)
- SIC
- Retail-Miscellaneous Retail (5900)
- akta.pro primary industry
- Online Specialty Grocery (Organic/Health/Ethnic/Gourmet) (CRAHAIAE)
- akta.pro secondary industries
- Health Food & Supplement Stores (CRAHAEAC), Natural Personal Care & Clean Beauty Retail (within Health Food Stores) (CRAHAEAF)
Keywords
Where Honest to Goodness is headquartered
LocationHeadquarters
- HQ city
- Alexandria
- HQ country
- Australia
- HQ region
- Oceania
Offices3 records
Markets served
Honest to Goodness business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- B2C E-commerce Sales: Direct-to-consumer online sales through goodness.com.au retail storefront, offering products ranging from pantry staples to health supplements in various pack sizes from retail to bulk quantities
- Wholesale/Bulk Sales: Wholesale distribution through dedicated wholesale portal (wholesale.goodness.com.au) for retailers, health food stores, and other businesses purchasing in bulk quantities
- Marketplace Sales: Sales through Amazon marketplace (amazon.com.au/stores/HonesttoGoodness) expanding reach to platform shoppers
- Retail Store Sales: In-person sales through their Alexandria, Sydney health food store location
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual retail pricing for consumers |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels6 records
Honest to Goodness product offering
Product offeringCore offering
Honest to Goodness is a family-owned Australian retailer of certified organic, natural, and sustainable wholefoods. It sells over 1,000 products spanning pantry staples, supplements, baby/kids, health & beauty, and pet care through an online store, a wholesale portal, a buying-groups platform, an Amazon marketplace presence, and a physical store in Alexandria, Sydney.
Product overview
Honest to Goodness is a family-owned Australian organic food retailer operating primarily as an e-commerce business. The company offers over 1000 certified organic and natural wholefood products across multiple sales channels: a retail online store (goodness.com.au), a wholesale portal (wholesale.goodness.com.au), a buying groups platform (group.goodness.com.au), and a physical store in Alexandria, Sydney. The product portfolio spans pantry staples (baking, grains, nuts, spices, oils), baby & kids products, health & beauty items, home & gifts, and pet care. The company sells both owned brands (2die4 Live Foods, Pimp My Salad, Eco Organics, Absolute Organic) and curated partner brands including Ora Health supplements, King Island Pure Manuka honey, Organic Times confectionery, and Westcountry Spice seasonings. Additional services include recipe content and community classes/events. The business operates on BigCommerce e-commerce infrastructure.
Differentiator
Problem solved
Functional benefit
Brands
- 2die4 Live Foods: Own brand of live foods and organic products
- Pimp My Salad
- Eco Organics
- Absolute Organic
Products and services
- Honest to Goodness Online Store E-commerce platform enabling retail consumers to purchase organic, natural, and sustainable wholefoods online with delivery across Australia.
- Honest to Goodness Wholesale Portal Dedicated wholesale platform for business customers such as retailers and health food stores to purchase bulk organic foods and groceries at wholesale prices.
- Group Goodness Buying Groups Buying group program enabling communities and food cooperatives to pool orders for bulk organic products at wholesale prices.
- Alexandria Health Food Store Physical retail store in Alexandria, Sydney where customers can shop organic products in-person.
- Pantry Products Wide range of pantry essentials including baking supplies, flours, sweeteners, natural spreads, snacks, beverages, breakfast cereals, canned foods, dried fruits, superfoods, grains, pulses, herbs, spices, nuts, seeds, oils, vinegars, rice and pasta.
- Baby & Kids Products Organic baby and kids food, snacks, formula, and bath/body care products.
- Health & Beauty Products Natural health and beauty items including bath/body products and natural remedies.
- Home & Gifts Home and cleaning products along with gift options.
- Pet Care Products Organic pet care items including dog food, treats, and health/grooming products.
- 2die4 Live Foods Owned brand specializing in live, raw, and fermented organic foods.
- Pimp My Salad Owned brand offering salad toppings, dressings, and meal-enhancing organic products.
- Eco Organics Owned brand focused on organic personal care and household products.
- Absolute Organic Owned brand offering certified organic food products.
- Ora Health Partner brand offering organic health supplements including immune tonics, greens superfood, adrenal support, and digestive health products.
- King Island Pure Manuka Partner brand specializing in high-MGO Australian Manuka honey for wellness and immune support.
- Recipes & Cooking Content Organic recipes and cooking guides featuring wholesome recipes using organic and natural ingredients, including baking, desserts, breakfast, mains, and healthy snacks.
- Classes & Events Educational classes and events for the wholefood community including sourdough baking, wholefood cooking, and fermentation workshops.
Quantifiable outcome
- Over 1000+ certified organic and natural products available
Companies that use Honest to Goodness
Customer profileSegments4 records
Ideal customer profiles3 records
Honest to Goodness technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature2 records
Honest to Goodness partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core, minor and strategic.
- Wholesale.goodness.com.aucoreDedicated wholesale distribution channel for business customers including retailers, health food stores, and other businesses purchasing organic products in bulk quantities
- AmazonminorMarketplace distribution through Amazon Australia (amazon.com.au/stores/HonesttoGoodness) expanding reach to platform shoppers
- 2die4 Live FoodscoreOwned brand specializing in live foods, sprouted products, and fermented foods - part of Honest to Goodness's own brand portfolio
- Pimp My SaladcoreOwned brand focused on salad dressings, toppings, and meal enhancers - part of Honest to Goodness's proprietary product range
- Eco OrganicscoreOwned brand offering organic personal care and beauty products - part of the Honest to Goodness brand portfolio
- Absolute OrganiccoreOwned brand providing certified organic grocery and pantry products - key brand in the portfolio
- Wholegrain MillingstrategicPartner brand supplying organic grains, flours, and milling products - strategic supplier for pantry essentials
- CarwaristrategicPartner brand specializing in organic sauces, seasonings, and Japanese-inspired food products
- MayversstrategicPartner brand offering organic nut butters, spreads, and breakfast products
- BerkelostrategicPartner brand supplying organic breads and baked goods
- WeledastrategicPartner brand offering certified organic natural remedies and personal care products
- Group Goodness Buying GroupscoreBuying group program enabling community-based bulk purchasing at wholesale prices - Group Goodness platform accessible at group.goodness.com.au
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Honest to Goodness competitors and assessment
Company assessmentEmerging players
- MyFoodie Box: Australian recipe and ingredient box service with organic-leaning offerings; partial overlap on customer base and on the recipe-driven marketing approach Honest to Goodness uses to drive conversion.
- Farmhouse Direct: Australian online platform delivering produce and specialty foods direct from farmers and small producers—emerging competitor in the ethical/specialty online grocery space overlapping Honest to Goodness's certified-organic positioning.
Direct peers
- Harris Farm Markets: Australian fresh-focused supermarket chain with a strong organic and specialty assortment, online ordering, and home delivery—directly competing for the same health-conscious Sydney/NSW shopper.
- The Source Bulk Foods: Australia-wide bulk organic and natural foods retailer with both physical stores and e-commerce, directly competing with Honest to Goodness on certified organic pantry staples, bulk sizing, and health-conscious consumers.
- About Life: Australian organic and natural grocery retailer operating physical stores and online, overlapping significantly with Honest to Goodness on certified organic pantry, health, and beauty categories.
Regional players
- Thrive Market: US-based membership online retailer of certified organic and natural products at wholesale-style pricing—a regional analogue whose group/buying-club model mirrors Honest to Goodness's Group Goodness platform.
Others
- Weleda Australia: Natural and certified organic personal-care brand; already a partner supplier to Honest to Goodness and therefore a strategic adjacent relationship worth tracking as the health/beauty category scales.
Broad incumbents
- Coles: Major Australian supermarket chain with an expanding organic and free-from range under Coles Organic, competing on price-conscious shoppers who might otherwise buy specialty organic online.
- Woolworths (Macro Wholefoods): Australia's largest supermarket chain, operating the Macro Wholefoods brand as an organic and natural sub-brand online and in-store—represents the primary mainstream incumbent pressuring Honest to Goodness on price and assortment.
- HelloFresh Australia: Subscription meal-kit operator in Australia; competes for the same health-conscious household meal-planning wallet and overlaps on pantry and recipe-driven content marketing.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Honest to Goodness social profiles
Digital presenceHonest to Goodness compliance and trust
Trust signalCompliance1 record
Honest to Goodness financial estimates
Financial estimateRevenue estimate
Valuation estimate
Honest to Goodness leadership team
Management profileNumber of profiles
Profiles1 record
Honest to Goodness funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Honest to Goodness M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Honest to Goodness
What does Honest to Goodness do?
Honest to Goodness is a family-owned Australian retailer of certified organic, natural, and sustainable wholefoods. It sells over 1,000 products spanning pantry staples, supplements, baby/kids, health & beauty, and pet care through an online store, a wholesale portal, a buying-groups platform, an Amazon marketplace presence, and a physical store in Alexandria, Sydney.
Is Honest to Goodness a public or private company?
Honest to Goodness is a private company. It is classified as family owned and is currently operating.
When was Honest to Goodness founded?
Honest to Goodness was founded in 2002. It employs 101 to 250 people.
Where is Honest to Goodness based?
Honest to Goodness is headquartered in Alexandria, Australia, in the Oceania region.
How does Honest to Goodness make money?
Four revenue lines are on record. B2C E-commerce Sales are the primary driver. The others are wholesale/Bulk Sales, marketplace Sales and retail Store Sales.
Who are Honest to Goodness's main competitors?
Emerging players on record are MyFoodie Box and Farmhouse Direct. Direct peers are Harris Farm Markets, The Source Bulk Foods and About Life. Thrive Market is listed as a regional player. Weleda Australia is listed as an others. Broad incumbents are Coles, Woolworths (Macro Wholefoods) and HelloFresh Australia.
Does Honest to Goodness have an API?
No public API is recorded for Honest to Goodness.
What industry is Honest to Goodness in?
Honest to Goodness's product category is Organic Food Retail. Its primary akta.pro industry code is CRAHAIAE, Online Specialty Grocery (Organic/Health/Ethnic/Gourmet), with a secondary code of CRAHAEAC, Health Food & Supplement Stores. Its NAICS code is 445298 and its SIC code is 5900.