Aussie business GoodnessMe Box explains how they’ve thrived in competitive wellness industry

We’re a nation increasingly focused on health – healthy eating, exercise and mental wellbeing. From yoga on the beach to organic fruit smoothies with chlorophyll and spirulina, many of us are adopting holistic and healthy living habits. Yet, for a society that is forever on the go, it can be challenging to find the time and achieve the ultimate work-life balance.

As a result, there has been an explosion in the health subscription box service industry. For a set fee you get a curated assortment of health products nicely packaged and delivered to your door every month. With no energy or effort required and plenty of delicious new things to try, it’s a win-win situation.

One such Aussie business is GoodnessMe Box, which has been around for just over two years now.

The brainchild of Peta Shulman, in its short life so far, GoodnessMe Box has sampled over half a million health food products and sent 60,000 deliveries via its monthly boxes.

Natural food with zero nasties, delivered right to your doorstep every month

GoodnessMe Box is a premium health food sampling service that inspires healthy food choices. Each month, they curate and deliver 6-10 of the best sort-after clean eats found locally in Australia or from around the world and deliver them straight to you.

Shulman started the health food sampling service on her own two years ago when she was just 25, using her savings to launch the company and running the operations out of her apartment. She turned over $1 million in the first year.

Now in a standalone office with seven employees, GoodnessMe Box reaches thousands of customers every month.

“I took a lot of inspiration from the local beauty industry and the wellness sector in the US and saw an opportunity to give people the chance to try out new healthy products and brands through a sampling delivery service,” explained Shulman.

“Two years in and we’ve already reached a number of milestones with the goal to empower people to make better food choices, heal their bodies through food, and get excited about eating wholesome and pure ingredients. This passion, along with my own personal journey, allows me to stay focused and deliver a service that resonates with our customers,” Shulman continued.

Shulman’s passion and drive also comes from her own health struggles, when in 2012 she was diagnosed with an autoimmune condition; constantly fatigued, suffering from constant headaches, heavy limbs and barely enough energy to walk to the kitchen. Taking charge of her health and switching her mindset about food, Shulman discovered a newfound energy, restored her health and never looked back.

A commitment to delivering food with integrity and of the highest quality, the popularity and reach of GoodnessMe Box has been catapulted by Shulman identifying the right moment to go to market when the wellness industry was on the cusp of booming and continues to thrive. It is this intuition and strong market insight that has led to the company achieving, on average, double-digit percentage growth every month since its launch in 2014.

Setting out to reach influencers and customers online, Shulman quickly established a significant social media footprint for GoodnessMe Box. Against all odds, GoodnessMe Box became a fully operational business from day one. Today, the company has nearly 100,000 followers across its core channels of Instagram, Facebook, Twitter and Pinterest, and achieves an organic reach of around 1 million impressions every month.

Shulman said, “There is no greater form of publicity than word-of-mouth. Social media provides a free platform to generate awareness for the brands we work with, whilst trusted influencers in the health and food space further enhance our targeted engagement. It’s about building a community of loyal followers. These are people that are eager to share their experiences of our service, built on credibility and trust, which helps to further our high organic reach.”

In November 2015, Shulman brought the brand to life with Australia’s first ever Wholefood Night Markets Event at the sought-after Sydney location, The Grounds of Alexandria. The sold out event played home to a collection of the most unique and noteworthy wholefood brands as well as celebrity guest cooks and speakers. It will be followed up with a second event on 28 July 2016, the GoodnessMe Box Dessert Wholefood Night Markets.

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Chloe Potvin
Chloe Potvin is the former small business editor for Kochie's Business Builders.