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Key people at goodfood.
goodfood was founded in 2014 by Raphael Vullierme (Co-founder & CEO).
Goodfood Market Corp. operates an online subscription service, delivering meal kits and fresh groceries across Canada. The company simplifies home cooking, providing pre-portioned ingredients and recipes via its digital platform. Goodfood accommodates diverse dietary needs with vegetarian, vegan, and low-carb options for convenient meal preparation and efficient delivery.
Jonathan Ferrari and Neil Cuggy co-founded Goodfood in 2014, leveraging their investment banking backgrounds. They initially launched Culiniste. Their insight aimed to streamline grocery shopping and meal preparation, delivering quality ingredients directly to consumers, reducing food waste and daily logistical burdens.
Goodfood serves Canadian customers valuing convenience and quality. The company’s vision focuses on scaling its digital food platform and expanding product offerings beyond meal kits to a broader grocery selection. This strategy aims to establish Goodfood as a comprehensive source for accessible, healthy, and delicious food solutions.
Key people at goodfood.
goodfood was founded in 2014 by Raphael Vullierme (Co-founder & CEO).
Goodfood Market Corp. (Goodfood) is a leading Canadian meal kit delivery service that provides fresh, pre-portioned ingredients and chef-curated recipes directly to customers' doors, enabling easy home cooking of restaurant-quality meals.[1][2][5] It serves busy professionals and families across Canada, solving problems like meal planning, grocery shopping, food waste, and rising food costs by connecting local farms to kitchens through a direct-to-consumer model with sustainable packaging and exclusive pricing.[1][3][4][5] The company emphasizes joyful, nutritious eating for healthier lives and a sustainable planet, with recent B Corp certification in November 2024 and operations via facilities in Quebec, Alberta, Ontario, and British Columbia.[1][6] Despite peak sales of C$379M in 2021, revenue has declined to C$153M in 2024 amid market challenges, but it maintains 570 employees and a focus on growth through new facilities and partnerships.[2][6]
Goodfood was founded in 2014 in Montreal by self-described foodies Jonathan Ferrari and Neil Cuggy, who drew from their passion for exciting, market-fresh recipes shared at dinner parties to revolutionize home cooking for Canadians.[3][4][5] The idea emerged from Montreal's vibrant food culture, aiming to make cooking fun and accessible while prioritizing local ingredients—starting with a commitment to serve only meals they'd proudly offer family.[3][5] Early traction built on this foundation, growing to hundreds of thousands of customers nationwide within a decade, marked by pivotal sustainability pushes like eco-friendly packaging partnerships (e.g., Cascades in 2023) and B Corp status in 2024.[1][3][4] Co-founder Raffi Krikorian (Vice President of Merchandising) has championed "GOOD-ER" initiatives for fresher, greener deliveries.[4]
Goodfood stands out in the meal kit space through these key strengths:
Goodfood rides the direct-to-consumer food tech wave, blending e-commerce, logistics, and sustainability amid rising demand for convenient, healthy home meals post-pandemic—especially as Canadians face food inflation and climate concerns.[2][3][6] Timing aligns with eco-conscious shifts, enabling local economies via 100% domestic sourcing and waste reduction, which counters traditional grocery inefficiencies.[1][3][7] It influences the ecosystem by pioneering sustainable packaging (e.g., 100% recyclable goals) and B2B models for employee perks/media, while expanding facilities (seventh under construction) supports Canada's online grocery growth despite revenue dips.[4][5][6]
Goodfood's path forward hinges on reversing revenue declines through facility expansions, B2B partnerships, and sustainability as a moat—potentially capturing more market share in Canada's C$30M market cap context with a C$0.25 price target.[2][6] Trends like climate-driven local sourcing and personalized nutrition will shape it, evolving influence via tech-enhanced fulfillment to lead "sustainable food futures."[3][5] As the #1 Canadian meal kit scales from Montreal roots, it could redefine joyful, planet-friendly nourishment—if execution matches its mission.[1][3]
