Good Bitches Baking

What Good Bitches Baking does

Good Bitches Baking (GBB) is a New Zealand charitable trust founded in 2014 in Wellington, operating 30 volunteer-driven chapters from Whangārei to Invercargill. Its core activity is the "Baking it Better" program, in which 3,585 volunteer bakers bake and deliver homemade treats each week to 623 recipient community organizations supporting people experiencing hardship, isolation, grief, or trauma — including hospices, women's refuges, foodbanks, City Missions, Age Concern, the Cancer Society, neonatal units, mental health and addiction providers, and youth transition housing. In the past 12 months, chapters delivered 38,378 boxes valued at approximately NZD $3,665,099 in imputed in-kind contributions (~NZD $95.52 per box), a 22% year-over-year increase in throughput.

The organization's product and program portfolio includes the "Familiar Foods: Treats of Aotearoa" cookbook (43 recipes from 30 cultures, NZD $50), the "Business Bitching" corporate volunteering and sponsorship program, the "Cup of Sugar" fund that helps bakers cover ingredient costs, and the "Prison Bake" program run in partnership with the NZ Corrections Department at Christchurch Women's Prison and Otago Correctional Facility. Underlying technology is modest: a website with an e-commerce storefront (gbb.org.nz), Donorbox for online donations, and Facebook/Instagram for community engagement; there is no proprietary software platform, no mobile app, and no disclosed AI/data infrastructure.

The business model is that of a grant-dependent New Zealand charitable trust rather than a commercial enterprise. More than 50% of funding comes from charitable grants, including Department of Internal Affairs (DIA) Lottery Community grants and various regional council and COGS funding. Additional revenue streams include individual donations (Donorbox, Cup of Sugar), one-time cookbook sales, and corporate fees for Business Bitching events that cover roster costs. Paid headcount is extremely lean at the equivalent of 2.1 full-time staff overseeing national management, creative direction, and administration. The organization is governed by the Good Bitches Trust board (chaired by Simon Thomas, expanded to 7 trustees in September 2025 with the addition of Tracy Johnston and Chantelle Hunter), with Katy Rowden serving as General Manager.

Name

Good Bitches Baking

Legal name

Good Bitches Baking

Website

https://gbb.org.nz

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Good Bitches Baking is a New Zealand charitable trust operating 30 volunteer-driven chapters, where 3,585 bakers deliver weekly homemade treats to 623 community organizations supporting people experiencing hardship, isolation, or trauma.

Ownership category

akta.pro rank

Product category

Community Charity Services

NAICS

Community Food Services (62421)

SIC

Bakery Products (2050)

akta.pro primary industry

Dessert & Bakery Catering (Cakes, Pastries, Candy) (HSACAGAI)

Keywords

• Volunteer charity programs
• Community baking services
• Nonprofit food delivery
• Charitable trust fundraising
• Kindness community outreach

Headquarters

HQ city

Wellington

HQ country

New Zealand

HQ region

Oceania

Offices32 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Grants: Over 50% of funding derived from charitable grants including Department of Internal Affairs (DIA) grants, Lottery Community Research Grants, and various regional council funding
2. Cookbook Sales: Sale of 'Familiar Foods: Treats of Aotearoa' cookbook - 43 recipes from 30 cultures
3. Business Bitching: Corporate team baking events and sponsorship arrangements where businesses fund baking activities
4. Donations: Individual donations through Donorbox platform and Cup of Sugar fund for supporting volunteer bakers with ingredient costs

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Good Bitches Baking operates a volunteer-driven charitable program where home bakers across 30+ New Zealand chapters bake and deliver homemade treats weekly to community organizations supporting people experiencing hardship, isolation, grief, or trauma. The charity supplements this with a cultural cookbook ("Familiar Foods: Treats of Aotearoa"), corporate volunteering events (Business Bitching), an ingredient-cost assistance fund (Cup of Sugar), and a prison-based baking skills program (Prison Bake).

Product overview

Good Bitches Baking operates as a volunteer-driven charitable organization with its core program being the 'Baking it Better' initiative, where volunteers bake and deliver treats to people experiencing hardship. The organization offers a cookbook product ('Familiar Foods: Treats of Aotearoa'), corporate volunteering programs ('Business Bitching'), a financial assistance fund ('Cup of Sugar'), and prison rehabilitation baking programs ('Prison Bake'). The portfolio consists of community service programs rather than a traditional tech product.

Differentiator

Problem solved

Functional benefit

Brands

• Cup of Sugar: A fund to help Good Bitches who need assistance purchasing baking ingredients, named after the old-fashioned practice of borrowing a cup of sugar from neighbours.

Products and services

• Baking it Better The core volunteer program in which Good Bitches across New Zealand bake and deliver home-baked treats to people having a tough time in their community, delivered to recipient organizations supporting those in need.
• Familiar Foods: Treats of Aotearoa A cookbook collection of 43 recipes from 30 cultures, each translated into its language of origin and accompanied by a story from the contributor. Priced at $50 and currently shipping within Aotearoa only.
• Business Bitching Corporate volunteer program that allows businesses to organize teams to bake treats for recipient organizations in their community, or to host team-building events through Social Cooking in Auckland.
• Prison Bake A rehabilitation program run in partnership with the Department of Corrections, in which GBB volunteers teach prison inmates baking skills at Christchurch Women's Prison and Otago Correctional Facility; participants bake treats donated to local recipient community organizations.

Quantifiable outcome

• 38,378 boxes of treats delivered in past 12 months
• +3 more outcomes

Named customers12 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered minor and core.

• Secret Kiwi KitchenminorGTM or Marketing PartnerSecret Kiwi Kitchen, founded by Lauren Lulu Taylor, provides a discount code for Good Bitches on their baking mixes. A long-time supporter who first reached out to offer support to GBB bakers.
• Social CookingminorStrategic or Co-development PartnerSocial Cooking in Auckland hosts team building events where corporate teams can experience being a Good Bitch, with baking distributed to recipient organizations.
• Corrections DepartmentcoreStrategic or Co-development PartnerGBB runs Prison Bake programs at Christchurch Women's Prison and Otago Correctional Facility, teaching baking skills to people in custody.
• Jordan Rondel (The CAKER)minorGTM or Marketing PartnerJordan Rondel, creator of The CAKER, serves as GBB's 'Best Bitch' - an ambassador role supporting the kaupapa and sharing GBB's mission with her followers.
• Petra GallerminorGTM or Marketing PartnerPetra Galler (Best Bitch) provides recipes to GBB including her Baked Chocolate Mousse Cake, supporting the organization's mission.

Scale indicators8 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Kiwi Community Assistance: Auckland-based food charity distributing food parcels to families in need. Operates a volunteer-led model similar to GBB and serves an overlapping recipient base of vulnerable people, with comparable reliance on community grants and donations.
• The Foodbank (New Zealand): National network of foodbanks across New Zealand providing donated food to people in need. Comparable community-food-services model with chapter-based distribution and grant/donation funding, though focused on pantry staples rather than freshly baked goods.
• Eat My Lunch: New Zealand charity that provides meals to children in need, using a volunteer-supported model of food production and distribution. Most directly comparable to GBB in mission (alleviating hardship through donated food), volunteer-driven production, and NZ-wide operations.
• Just Zilch: New Zealand volunteer-driven food rescue charity that redistributes surplus food to community groups. Operates a similar chapter-based, volunteer-led model of food distribution and shares GBB's reliance on community goodwill and corporate partnerships.

Regional players

• OzHarvest: Australia's leading food rescue charity, redirecting surplus food to vulnerable communities. Comparable volunteer-driven, chapter-based community food services model, but operating in Australia rather than directly competing in NZ.
• FoodCloud: Ireland-founded food rescue charity that has expanded internationally. Comparable volunteer-driven community food redistribution model with a tech-enabled platform; relevant as a potential international expansion analogue but operating outside GBB's geography.

Broad incumbents

• Wellington City Mission: Major Wellington-based social services charity that operates foodbanks and community meal programs and is an active GBB recipient partner. Functions as a larger incumbent in the same region GBB was founded, with overlapping food-distribution activities but a much broader social services mandate.
• Auckland City Mission: One of New Zealand's largest social service charities, providing food, social and housing services across Auckland. Operates as a broader incumbent in the community food services space with much larger scale and a wider service portfolio than GBB's focused baking mission.
• Salvation Army New Zealand: Large established social services organization running foodbanks, community meal programs and welfare services across NZ. Serves as a much larger incumbent in the same community food services category with overlapping recipient organizations.

Others

• Volunteering New Zealand: National umbrella body supporting volunteer-involving organizations across New Zealand. Not a direct peer, but adjacent as an enabler/ecosystem participant that GBB engages with for volunteer best-practice and recognition (e.g., Volunteering Waikato Awards).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/GBBaking
• Instagraminstagram.com/goodbitchesbake
• Xx.com/GoodBitchesBake

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Good Bitches Baking