Goodly Foods
Goodly Foods Society is a Vancouver-based social enterprise that manufactures surplus-produce soups sold through BC/AB grocery retailers, online grocers, BC health authorities, universities, and foodservice distributors, while providing living-wage employment to workers facing barriers to traditional work.
- Company typePrivate
- Founded2018
- HeadquartersVancouver, Canada
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Goodly Foods does
Goodly Foods Society is a Vancouver-based, BC-registered social enterprise founded in 2018 that manufactures soups, stews, and sauces from cosmetically imperfect and surplus BC produce through a HACCP-certified production operation. The company operates a dual-format product line — 500 ml sealed deli containers for grocery retail and 4-litre poly sous vide bags for wholesale foodservice — across a portfolio of eight soups (Hearty Tomato Vegetable, Beautiful Beet, Purely Potato, Simply Squash, Classy Carrot, Tomato Coconut, Beef Mushroom Barley, Chicken Orzo) developed by consulting chef Karen Barnaby. Production historically ran at the Commissary Connect Regional Food Hub on shared-kitchen steam kettles; in November 2023 the company relocated to a larger, dedicated facility on Pandora Street near Vancouver's Downtown Eastside to support CFIA federal licensing, inter-provincial meat-protein soup distribution, and eastward expansion with distribution partner COHO.
The commercial model combines retail grocery sales (Walmart 118 stores across BC and AB, Whole Foods Greater Vancouver), online grocery (SPUD.ca, Valley Direct Foods), wholesale foodservice via broadline distributors (Gordon Food Service, Sysco), and direct institutional contracts enabled by the provincial Feed BC initiative with BC health authorities (Fraser Health, Northern Health) and post-secondary campuses (UBC, UBCO, SFU via Chartwells). A secondary revenue stream comes from contract co-packing for other food brands using excess capacity at the Vancouver facility. A significant portion of output is donated to the Greater Vancouver Food Bank and community kitchens, supported by a Vancity Community Foundation Goodly Foods Fund and a $1.1M 2019 investment grant from the Walmart Foundation. Pricing is wholesale quote-based and not publicly disclosed.
The company's social-enterprise proposition layers triple-bottom-line outcomes onto the commercial operation: it employs workers facing barriers to traditional employment at certified living wages (H.A.V.E. Culinary Training Society partners on staffing), achieves near-100% utilization of received produce to divert surplus from waste, and supplies BC public institutions with locally sourced food. Leadership comprises CEO Aart Schuurman Hess (former Greater Vancouver Food Bank CEO), Chair Yuri Fulmer (Fulmer Capital Partners), and directors Fabio Banducci and Blair Rebane. The team numbers approximately 10 employees and the legal entity is a non-profit society domiciled in British Columbia.
Goodly Foods firmographics
Firmographics- Name
- Goodly Foods
- Legal name
- Goodly Foods Society
- Website
- https://goodly.ca
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Goodly Foods Society is a Vancouver-based social enterprise that manufactures surplus-produce soups sold through BC/AB grocery retailers, online grocers, BC health authorities, universities, and foodservice distributors, while providing living-wage employment to workers facing barriers to traditional work.
- Ownership category
- akta.pro rank
Goodly Foods industry classification
Industry- Product category
- Packaged Soup Manufacturing
- NAICS
- Seafood Product Preparation and Packaging (31171), Food Manufacturing (311), Seafood Product Preparation and Packaging (3117)
- SIC
- Sausages & Other Prepared Meat Products (2013)
- akta.pro primary industry
- Canned Soups, Broths & Stews Manufacturing (AFAKACAE)
- akta.pro secondary industries
- Prepared soups, stews & chili manufacturing (AFAKAHAJ), Prepared Meat Meals (RTE/RTH) (AFANAFAA)
Keywords
Where Goodly Foods is headquartered
LocationHeadquarters
- HQ city
- Vancouver
- HQ country
- Canada
- HQ region
- North America
Offices2 records
Markets served
Goodly Foods business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure
Revenue model
- Wholesale soup sales to food service operations: Bulk packaged soup sold on a wholesale basis in 4-litre poly sous vide bags to food service operators, including hospitals, universities, and restaurants. Recurring/standing-order B2B revenue.
- Retail grocery sales of 500ml deli-container soups: Sold in sealed 500ml deli containers to grocery and retail locations, distributed via retailers such as Walmart, Whole Foods and online resellers SPUD.ca and Valley Direct Foods.
- Co-packing services: Contract co-packing of food products for other brands utilizing excess capacity at the Vancouver Commissary Connect kitchen facility.
- Donations / grants (non-revenue support): Charitable donations channeled through the Vancity Community Foundation Goodly Foods Fund and grants (e.g., Walmart Foundation $1.1M grant) that fund operations and surplus soup donations to food banks. Not a revenue stream but a funding source.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | 500ml deli container retail SKU |
| Other | Pay-as-you-go | 4-litre poly sous vide bag food-service SKU |
Go-to-market motion5 records
Distribution channels10 records
Marketing channels9 records
Goodly Foods product offering
Product offeringCore offering
Goodly Foods Society manufactures and sells a line of HACCP-certified soups (in 500ml deli retail containers and 4-litre poly sous vide food-service bags) made from surplus and cosmetically imperfect BC produce, while also providing contract co-packing services at its Vancouver production facility. Operations combine commercial food production with social-employment and food-waste-reduction outcomes, supplied to grocery retailers, online grocers, institutional foodservice, and food bank donation channels.
Product overview
Goodly Foods Society is a Vancouver-based social enterprise that produces a portfolio of surplus-produce-based soups as a single product line (a unified soup lineup rather than a multi-module software platform). The lineup centers on the original Hearty Tomato Vegetable Soup and has expanded to include Beautiful Beet Soup, Purely Potato Soup, Simply Squash Soup, Classy Carrot Soup, Tomato Coconut Soup, Beef Mushroom Barley Soup, and Chicken Orzo Soup — all developed by Vancouver Chef Karen Barnaby and packaged in 500 ml deli containers or 4-litre poly sous vide bags. Beyond its own branded retail line, Goodly also offers co-packing services from its HACCP-certified Vancouver production facility to other food brands.
Differentiator
Problem solved
Functional benefit
Products and services
- Hearty Tomato Soup Goodly's flagship soup, made with surplus tomatoes, onions, celery, carrots, granulated garlic, and salt. Developed by Chef Karen Barnaby and the first product Goodly produced in January 2019.
- Beautiful Beet Soup
Quantifiable outcome
- 622,753 litres of soup produced cumulatively
- +5 more outcomes
Companies that use Goodly Foods
Customer profileNamed customers11 records
Segments6 records
Ideal customer profiles5 records
Goodly Foods technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Goodly Foods partnerships and signals
Strategic signalPartnerships
24 partnerships are on record, tiered flagship, core and minor.
- BNQ ManagementflagshipRetail broker whose steadfast support and tireless efforts enabled the Walmart launch of Goodly Foods soups across 118 BC and AB stores in November 2023.
- SyscocoreSysco is the distributor delivering Goodly soups to Northern Health owned and operated facilities across northern BC under the Feed BC initiative, beginning January 2023.
- Northern HealthcoreHealth authority serving about 300,000 people across northern BC. Since January 2023, Goodly soups are served in Northern Health hospitals and care homes via Feed BC with Sysco as distributor.
- Whole Foods MarketcoreGoodly Soup added to Whole Foods locations in the Greater Vancouver Area in May 2022.
- Fraser HealthflagshipHealth authority serving 1.9 million people across 20 BC communities. Since January 2022, four Goodly soups (Tomato Coconut, Classy Carrot, Purely Potato, Simply Squash) are served in Fraser Health hospitals and care homes under the Feed BC initiative.
- SPUD.cacoreOnline local/organic grocery retailer offering Goodly soups for delivery across BC and select Alberta locations since August 2021.
- SoBo Restaurant (Tofino)minorCelebrated Tofino restaurant whose Chef Lisa co-developed a new line of to-go Goodly-based chowder products for picnics and camping on Vancouver Island.
- Valley Direct FoodsminorArmstrong, BC-based online grocer offering Goodly soups for pickup or delivery across the Okanagan, Merritt to Chase, Revelstoke to Golden, Cranbrook and Nakusp.
- Commissary ConnectflagshipBC's first Regional Food Hub, providing shared kitchen space and two large steam kettles installed by Goodly. Goodly is an anchor tenant across Commissary Connect's three Vancouver-area locations and benefits from CEO Sarb Mund and GM Susan Levang's mentorship as it scales.
- Rethink CommunicationsminorProvided in-kind brand development support during Goodly's pilot phase, credited on the Our Story page as one of the founding partners.
- BC Fresh (Delta, BC)core100% grower-owned supplier providing surplus carrots, onions and kabocha squash used in Goodly's soups. A founding supplier credited on the Our Story page.
- Fresh Start FoodscoreRichmond, BC-based produce distributor donating several hundred pounds of surplus tomatoes per batch to Goodly and helping shape the Hearty Tomato Vegetable Soup recipe. A founding supplier.
- Gordon Food Service (GFS)coreGFS provides raw ingredients repurposed by Goodly for soup production (via Central Foods) and is also the foodservice distributor that delivers Goodly soups to Fraser Health hospitals and care homes under the Feed BC initiative.
- H.A.V.E. Culinary Training SocietyflagshipH.A.V.E. is Goodly's employment and production partner — a Vancouver-based registered charity that trains people with barriers to employment. H.A.V.E. employs, trains and manages the kitchen staff producing Goodly's soups at Commissary Connect.
- Organic Ocean SeafoodminorCo-branded seafood recipe partnership — Organic Ocean contributes salmon and seafood for recipes such as Crispy Skinned Salmon with Tomato Coconut Curry, Tin Fish Chowder and Ling Cod Puttanesca, showcased on goodly.ca.
- Star Group / Starlide (Surrey, BC)minorGreenhouse tomato, pepper and cucumber grower that supplied surplus tomatoes for Goodly's first test batch of tomato soup developed by Chef Karen Barnaby.
- Buy BCminorGovernment of BC program that promotes BC-grown and processed foods. Goodly is a Buy BC partner, lending its locally-produced positioning an official provincial endorsement.
- Feed BC (Ministry of Agriculture and Food / Fisheries, BC Government)flagshipProvincial initiative that connects BC food producers with public institutions. Goodly Foods is a featured Feed BC partner, enabling its soups to be served in BC hospitals and post-secondary campuses.
- University of British Columbia (UBC / UBCO)coreGoodly Soups served in three UBC Vancouver residence dining rooms (Open Kitchen, Gather at Vanier, Feast at Totem) and at UBC Okanagan campus food providers as part of UBC's Feed BC commitments.
- Simon Fraser University (SFU) and Chartwells CanadacoreSFU's dining hall at Burnaby campus features Goodly Foods (since October 2021). Chartwells Canada (Compass Group) is SFU's on-campus food-service provider and a strategic partner pursuing 50% local food sourcing at SFU.
- COHOcoreGoodly's distribution partner expanding eastward; the new Pandora Street facility was chosen to accommodate COHO's eastward expansion as part of Goodly's growth plan to open in regions like Toronto.
- Potluck CaféminorVancouver social-enterprise catering company that provided culinary labour and skills to cook pilot batches of Goodly soup at Commissary Connect, training and employing Downtown Eastside residents.
- Greater Vancouver Food Bank (GVFB)flagshipFounding partner of Goodly Foods (originated as a GVFB initiative in 2013/2017) and largest donation recipient. GVFB continues to distribute significant volumes of Goodly soup to its members.
- Sarb Mund & Susan Levang (Commissary Connect leadership)minorCommissary Connect CEO Sarb Mund (CPA/CMA) and GM Susan Levang (MBA) have personally mentored Goodly's leadership as it scales, helping it navigate kitchen facility decisions and provincial food-hub opportunities.
Scale indicators8 records
Recent moves8 records
Expansion highlights6 records
Goodly Foods competitors and assessment
Company assessmentEmerging players
- Kettle & Fire: U.S. premium bone-broth and ready-to-drink soup brand with rapid grocery and DTC growth and a natural/organic positioning; comparable to Goodly as a younger, mission-influenced prepared-soup brand scaling into mainstream retail.
- Bonafide Provisions: U.S. organic bone-broth and soup brand with Whole Foods and natural-grocery distribution; comparable to Goodly as a smaller, organic/premium prepared-soup brand scaling through specialty and mainstream grocery with a values-led positioning.
Broad incumbents
- Amy's Kitchen: Large U.S. organic and vegetarian prepared-foods brand with a substantial soup, frozen-meal, and pantry lineup distributed nationally in grocery and food service; comparable to Goodly as a values-led (organic/plant-based) prepared-soup incumbent with multi-format retail distribution.
- Newman's Own: Long-established U.S. food company (soups, pasta sauces, salad dressings) operating as a commercial social enterprise that donates 100% of profits to charity; directly comparable to Goodly's commercial-sales-fund-social-mission model, though at vastly larger scale.
- Progresso: General Mills-owned mass-market shelf-stable soup brand with broad U.S./Canada grocery distribution; relevant to Goodly as the second mass-market soup incumbent alongside Campbell's that competes for the same shelf-stable prepared-soup shopper in the same retail aisles.
- Campbell Soup Company: Mass-market North American soup giant (Campbell's, Pacific Foods, Pace, Swanson); relevant to Goodly as the dominant shelf-occupier and category benchmark in the same SKU format (shelf-stable prepared soup) and the same retail channels Goodly targets.
- Pacific Foods: Oregon-based established organic soup, broth, and plant-based beverage brand owned by Campbell Soup Company; comparable to Goodly as a natural/organic prepared-soup producer selling through grocery and food-service channels at national scale.
Regional players
- Salt Spring Kitchen Co. BC-based organic soup, broth, and meal brand from Salt Spring Island distributed across Western Canada; directly comparable to Goodly as a regional B.C. prepared-soup brand with overlapping grocery and natural-foods distribution.
- Halfmoon Soups: Toronto-based prepared-soup brand focused on fresh, high-quality soup sold through Canadian grocery and food service; comparable to Goodly as a Canadian prepared-soup specialist competing in the same retail deli/jar format and food-service channel.
Direct peers
- Happy Planet Foods: Vancouver-based Canadian social-purpose food company producing juices and prepared foods with a mission-driven brand and B.C./Western Canada retail distribution, directly comparable to Goodly's social-enterprise soup business, regional footprint, and grocery/food-service channel mix.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Goodly Foods social profiles
Digital presenceGoodly Foods compliance and trust
Trust signalCompliance3 records
Goodly Foods financial estimates
Financial estimateRevenue estimate
Valuation estimate
Goodly Foods leadership team
Management profileNumber of profiles
Profiles7 records
Goodly Foods funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Goodly Foods M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Goodly Foods
What does Goodly Foods do?
Goodly Foods Society manufactures and sells a line of HACCP-certified soups (in 500ml deli retail containers and 4-litre poly sous vide food-service bags) made from surplus and cosmetically imperfect BC produce, while also providing contract co-packing services at its Vancouver production facility. Operations combine commercial food production with social-employment and food-waste-reduction outcomes, supplied to grocery retailers, online grocers, institutional foodservice, and food bank donation channels.
Is Goodly Foods a public or private company?
Goodly Foods is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Goodly Foods founded?
Goodly Foods was founded in 2018. It employs 11 to 50 people.
Where is Goodly Foods based?
Goodly Foods is headquartered in Vancouver, Canada, in the North America region.
How does Goodly Foods make money?
Four revenue lines are on record. Wholesale soup sales to food service operations are the primary driver. The others are retail grocery sales of 500ml deli-container soups, co-packing services and donations / grants (non-revenue support).
Who are Goodly Foods's main competitors?
Emerging players on record are Kettle & Fire and Bonafide Provisions. Broad incumbents are Amy's Kitchen, Newman's Own, Progresso, Campbell Soup Company and Pacific Foods. Regional players are Salt Spring Kitchen Co. and Halfmoon Soups. Happy Planet Foods is listed as a direct peer.
Does Goodly Foods have an API?
No public API is recorded for Goodly Foods.
What industry is Goodly Foods in?
Goodly Foods's product category is Packaged Soup Manufacturing. Its primary akta.pro industry code is AFAKACAE, Canned Soups, Broths & Stews Manufacturing, with a secondary code of AFAKAHAJ, Prepared soups, stews & chili manufacturing. Its NAICS code is 31171 and its SIC code is 2013.