Emma Smith

Our founders Matt and Karen Ward started Honest to Goodness with a market stall in Sydney, providing the highest quality and sustainably farmed wholefoods to their local community with a vision to grow the appetite for healthy and nutritious choices driven by quality, taste and sustainability. Today we're a little bigger than our humble beginnings yet still driven by that same passion to make healthy and sustainable living possible, our focus is on making healthy simple and accessible to more people and helping our customers on the path to a sustainable lifestyle. As an Australian, family-owned business we look locally first, or source closest to the native origin, where food naturally grows best. Drawn to growers and producers who do things a little differently, many of our products have their own story, a special something that sets it apart. We’re committed to keeping it honest, doing the right thing by our people, our suppliers, our customers and the planet. We value quality, honesty and transparency and the spirit that drives you to do things a little differently. We strive to continually innovate to create wholesome, ethical, sustainable food and lifestyle choices that benefit people and the planet… Because we’re here for good! You’ll find Honest to Goodness products in grocery and bulk food stores as well as specialty retailers across Australia. Discover our range - from retail packs to bulk ingredients online at https://www.goodness.com.au We are proud to have been recognised at the Australian Organic Industry Awards, including Certified Organic Brand of the Year in 2025 & 2026 and Organic Retailer of the Year in 2025. Our Co-Founder, Matt Ward, was also inducted into the Organic Industry Hall of Fame in 2026.