Goodness Me!

What Goodness Me! does

Goodness Me! is an Ontario-based natural foods retailer operating nine physical stores across southwestern Ontario, including Hamilton Mountain, Hamilton Downtown, Waterdown, Burlington, Brantford, Guelph, Barrie, Waterloo, and Cambridge. The chain sells grocery, produce, meat, dairy, bread and bulk items, supplements, personal care, baby and kids, and home and life products, supplemented by a Shopify-based online store and curbside pickup service.

Beyond grocery, the company monetizes customer relationships through structured educational programming. The flagship Lifewatchers program is an 8-week curriculum priced at $199 in-person and $249 online, complemented by à-la-carte classes at $10 each and workshops at $79–$99. Curated brand partnerships with Dutchman's Gold, Organika, Skin Essence, Good Eats, and VON SMART Exercise anchor a differentiated assortment, and a Too Good To Go partnership supports surplus-food redistribution.

The business model is hybrid retail plus paid education, with private ownership, no disclosed funding rounds, and a marketing stack built on the website and blog, an email newsletter, Facebook and Instagram, weekly flyers, and in-store classes and workshops. Headcount is reported at 251–500 employees, and the company has operated continuously since approximately 1980–1981, giving it a 45-year operating history in the Ontario natural foods category.

Name

Goodness Me!

Legal name

Goodness Me!

Website

https://goodnessme.ca

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

251–500 employees

Short description

Goodness Me! is an Ontario-based natural foods retailer operating nine brick-and-mortar stores plus a Shopify online store, serving health-conscious consumers with grocery, supplements, personal care, and an 8-week Lifewatchers paid education program, classes, and workshops.

Ownership category

akta.pro rank

Product category

Natural and Organic Food Retail

NAICS

Supermarkets and Other Grocery Retailers (except Convenience Retailers) (44511), Other Specialty Food Retailers (44529), All Other Specialty Food Retailers (445298), Food (Health) Supplement Retailers (456191)

SIC

Retail-Grocery Stores (5411), Retail-Food Stores (5400)

akta.pro primary industry

Health Food & Supplement Stores (CRAHAEAC)

akta.pro secondary industries

Natural Specialty Food Stores (Gluten-Free, Vegan, Keto, Allergy-Friendly) (CRAHAEAE), Natural/Organic Grocery E-commerce & Delivery-Only Retail (CRAHAEAI), Online Specialty Grocery (Organic/Health/Ethnic/Gourmet) (CRAHAIAE)

Keywords

• Natural food retail
• Organic grocery stores
• Health supplements
• Wellness education
• Specialty diet products

Headquarters

HQ city

Hamilton

HQ country

Canada

HQ region

North America

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Retail Grocery Sales: In-store and online sales of natural, organic, and specialty food products including produce, meat, dairy, supplements, personal care, and household items. Revenue generated through point-of-sale transactions in stores and online orders.
2. Educational Programs and Classes: Revenue from wellness education including the Lifewatchers 8-week healthy eating program ($199 in-person, $249 online), workshops, and classes on topics like perimenopause, menopause metabolism, PCOS, diabetes management, and homeopathy.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Goodness Me! is a natural and organic food market retailer operating nine physical stores across Ontario, Canada, supplemented by a Shopify-based e-commerce storefront. It sells groceries, produce, meat, dairy and alternatives, breads, supplements, personal care, baby and kids, and home/lifestyle products, and offers wellness education through the Lifewatchers 8-week healthy eating program and in-person/virtual classes and workshops.

Product overview

Goodness Me! is a natural food market operating as a single unified retail concept rather than a modular platform. The company's offerings span multiple product categories organized as departments within their Shopify-powered e-commerce store: Grocery (food & drink), Produce, Meat, Dairy/Eggs & Alternatives, Bread & Bulk, Supplements, Personal Care, Baby & Kids, and Home & Life. The business also provides services including Curbside Pickup, an educational Lifewatchers 8-week healthy eating program, and in-person/virtual classes and workshops covering wellness topics. The product portfolio functions as an integrated grocery retail offering rather than discrete software products or add-on modules.

Differentiator

Problem solved

Functional benefit

Products and services

• Grocery / Food & Drink Wide selection of grocery items including baking supplies, beverages, breakfast essentials, coffee and tea, nuts, seeds and dried fruit, sauces, spreads and dressings, snacks, candy and bars, soups, chilies and broths, spices and seasonings, and sugars and sweeteners, sold to health-conscious consumers.
• Produce Fresh produce including fresh fruits, vegetables, herbs, mushrooms, living and sprouted items, local fresh juices, root vegetables, salad greens, and seasonal and exotic produce, sold to health-conscious Ontario consumers.
• Meat Fresh and frozen meat products including beef, chicken, lamb, pork, turkey, seafood, and meat alternatives such as Beyond Meat, Field Roast, and Tofurky, sold to health-conscious consumers.
• Dairy, Eggs & Alternatives Dairy products and plant-based alternatives including butter and spreads, cheese, eggs and egg substitutes, milk and cream, non-dairy milk alternatives, sour cream and dips, and yogurt and kefir, sold to health-conscious and specialty-diet consumers.
• Bread & Bulk Breads, wraps, and bulk items including bulk dried fruits, bulk grains and cereals, bulk herbs and spices, bulk nuts and seeds, and specialty-diet breads and wraps, sold to health-conscious consumers.
• Supplements Vitamins, minerals, and health supplements including A-K vitamins and amino acids, metabolism and healthy weight products, greens and superfoods, gut health and colon care, herbs and homeopathy, immune and respiratory support, liver/kidney/urinary support, multivitamins and minerals, protein/fitness/sports, and women's and men's health.
• Personal Care Personal care products including bath and shower, castile and hand soap, deodorant and body care, feminine support, hair care, cosmetics, natural and organic skin care, natural first aid, oral care, and sunscreen and after sun.
• Baby & Kids Baby and children's products including baby bottles and accessories, bath and skincare, diaper essentials, food and formula, prenatal and postpartum, oral care, sunscreen and after sun, supplements and vitamins, and teething.
• Home & Life Home and lifestyle products including alkaline water, aromatherapy and diffusers, books, cleaning and laundry, gifts and candles, kitchen essentials, pet supplies, travel and eco storage, and water bottles and accessories.
• Curbside Pickup Contactless order pickup service allowing customers to order online and collect their groceries at a designated store location, supporting health-conscious Ontario consumers who prefer quick in-store collection.
• Lifewatchers Program An 8-week healthy eating program designed as a sustainable way of living well, available in-person ($199) and online ($249), supporting long-term health through education and lifestyle guidance for Ontario consumers.
• Classes & Workshops (Learning) Educational programming including recipes, blog content, and in-person/virtual classes and workshops on topics such as perimenopause, menopause metabolism, homeopathy, and diabetes management, priced at $10 per class and $79-$99 for full-day workshops, for wellness education seekers.

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

Six partnerships are on record, tiered featured brand and minor.

• Dutchman's Goldfeatured brandGTM or Marketing PartnerDutchman's Gold is a family-owned honey company rooted in Ontario since 1981, dedicated to crafting award-winning, unpasteurized natural honey. Featured as a brand partnership on Goodness Me!'s website, suggesting a preferred vendor or promotional collaboration relationship.
• Organikafeatured brandGTM or Marketing PartnerFounded in 1990 in British Columbia, Organika is a two-generation family business offering over 200 natural health products including Canada's #1 collagen powder. Featured as a brand partnership with dedicated product collection on Goodness Me!'s platform.
• Skin Essencefeatured brandGTM or Marketing PartnerSkin Essence creates premium organic skin care using fresh, high-quality natural ingredients. Featured as a brand partnership on Goodness Me!'s website with dedicated product collection.
• Good Eatsfeatured brandGTM or Marketing PartnerGood Eats is committed to providing the Canadian Gluten Free community with exceptional, sustainable, organic, gluten free baking products. Featured as a brand partnership with dedicated collection.
• Too Good To GominorGTM or Marketing PartnerPartnership with Too Good To Go food waste prevention app, allowing customers to purchase surplus food items at discounted prices through the app at Goodness Me! locations.
• VON SMART ExerciseminorStrategic or Co-development PartnerPartnership with VON SMART Exercise for the Osteoporosis education series in Guelph, demonstrating community health programming collaboration.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Healthy Planet: Canadian health-focused retail chain selling supplements, natural foods, and wellness products across multiple Ontario locations; closely comparable in assortment mix and target customer to Goodness Me!.
• Well.ca: Canadian online health, wellness, and natural products retailer offering supplements, personal care, and specialty grocery with home delivery; competes with Goodness Me!'s e-commerce storefront for the same health-conscious buyer online.
• The Big Carrot: Worker-owned natural food market in Toronto offering organic produce, supplements, and wellness education; overlaps directly with Goodness Me!'s product mix and education-led positioning.
• Nature's Emporium: Ontario-based natural and organic food retailer with multiple brick-and-mortar locations and an in-store wellness focus; competes directly with Goodness Me! for the same health-conscious shopper in the same Ontario geography.
• Noah's Natural Foods: Independent Toronto-area natural food market with curated organic, specialty diet, and supplement assortments; a comparable boutique-scale competitor serving similar health-conscious consumers.

Regional players

• Choices Market: BC-based natural and organic grocery chain with curated local brand assortments and wellness programming; comparable in concept (specialty health retailer with education) but geographically distinct from Goodness Me!'s Ontario footprint.
• Amaranth Whole Foods Market: Western Canadian natural and organic grocery retailer with a similar emphasis on local/specialty brands and wellness categories; relevant peer for benchmarking assortment and education programs, though not in Ontario.

Emerging players

• Karma Co-op: Toronto-based natural foods co-op offering organic, local, and bulk items with a community/education orientation; a smaller-scale but conceptually comparable peer for benchmarking the education-plus-grocery model.

Broad incumbents

• Loblaws: Canada's largest grocery retailer, which has aggressively expanded its natural, organic, and specialty diet assortments (e.g., PC Organics, President's Choice); represents the mainstream encroachment risk into Goodness Me!'s core categories.
• Whole Foods Market: Amazon-owned global natural and organic grocery chain with deep assortment and significant scale; sets the competitive ceiling on assortment breadth, pricing, and supplier partnerships for specialty natural retailers like Goodness Me!.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/goodnessmenaturalfoodmarket
• Instagraminstagram.com/goodnessme_naturalfoodmarket/?hl=en
• Xx.com/goodnessmetweet
• LinkedInlinkedin.com/company/goodness-me-natural-food-market

Revenue estimate

Valuation estimate

Number of profiles

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 Goodness Me!