The Honest to Goodness Journey of Passion and Purpose

Discover the Honest to Goodness journey, from a humble market stall to a leading organic brand committed to sustainability and community.

Can you tell us how Honest to Goodness started and what keeps you passionate about your work today?

Our story began in 2002 when we, Matt and Karen Ward, set up a humble market stall in Sydney, offering organic nuts and dried fruits to the local community. Fueled by our passion for nutritious whole foods and sustainable sourcing, we expanded into more market stalls before evolving into a bulk whole food business. Our online store launched in 2004, and by 2015, we had a retail store, warehouse, and the honor of being voted ‘Favourite Organic Brand’ at the Australian Organic Consumer Awards.

Today, Honest to Goodness offers over 1,000 organic and natural products sourced from ethical and sustainable farmers worldwide. Our brands—Honest to Goodness, 2die4 Live Foods, Absolute Organics, Eco Organics, and Pimp My Salad—reflect our commitment to quality, transparency, and sustainability. More than just a food company, we are a community dedicated to empowering people to make healthier, ethical choices that benefit both their well-being and the planet.

If someone is new to Honest to Goodness, what would you suggest they try first?

With such a diverse range of organic, natural, and sustainably sourced products, it depends on what speaks to you! We always say, “If we wouldn’t give it to our own family, we won’t sell it to yours.”

With the cooler months upon us, our Premium Blend Organic Porridge—made with wholegrain oats, rye, brown linseed, and polenta—makes for a wholesome breakfast. If you’re an oat lover, our Organic Australian Rolled Oats are ideal for baking, homemade muesli, or a warm, nourishing bowl of porridge. If you have a sweet tooth, our Canadian Grade A Organic Maple Syrup is a must-try. For a delicious snack, our Organic Honey Roasted Macadamias, sourced locally from biodynamically grown farms, are a crowd favorite.

What has been one of the most fulfilling moments of your brand’s journey?

Witnessing the evolution of Honest to Goodness over the past 20+ years has been incredible. From a single market stall to a thriving business with a manufacturing warehouse, automated fulfillment center, online store, and retail shop, every step reflects our mission to make organic, natural, and sustainable foods accessible to more people.

One of the most rewarding aspects has been our deep connection with farmers and growers. Meeting the passionate individuals who nurture the land and produce food free from chemicals, GMOs, and food irradiation reinforces our dedication to ethical sourcing. Supporting these farmers and sharing their stories is a highlight of our journey.

Where can readers find your products?

Our full range is available online at www.goodness.com.au, with direct delivery across Australia. If you and your friends love nutritious whole foods, consider starting a Buying Group to enjoy wholesale prices. Our products are also stocked in leading health food stores and independent retailers nationwide. If you’re in Sydney, we’d love to see you at our store at 100 McEvoy Street, Alexandria.

How does Honest to Goodness give back to the community?

Giving back is at the heart of what we do. In 2019, we launched Neighbours Blend Coffee, an organic coffee brand where 100% of profits support young women in Maliana, Timor-Leste. To date, we’ve raised over $40,000 to fund the Mercy Scholarships and Food for Thought Programs.

These initiatives provide young women with access to education and essential nutrition. This year, two of our scholarship recipients, Illy and Amuna, will graduate as doctors. Currently, five more scholarship recipients are pursuing degrees in education, medicine, biomedical sciences, and nutrition. The Food for Thought Program ensures they receive the proper nutrition needed to focus, grow, and learn.

How can readers get involved with Honest to Goodness?

Visit our website at www.goodness.com.au to explore our products and mission. For any inquiries, you can reach us at (02) 8310 1800. We’re also on social media—come join our community and be part of the movement towards healthier, more sustainable living!