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Meet Peta

We’re proudly Aussie and female founded

Peta Shulman, Founder GoodnessMe

Peta Shulman

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Where our story began...

Hey, it's me Peta, founder, chief whole food lover, and artificial-free foodie aficionado all wrapped up in one, I sure have learned a thing or two when it comes to making the right choices when choosing healthier foods.

Diagnosed with an energy-sapping auto-immune condition I was told I’d need monthly antibody protein transfusions which drove me to discover a new direction.

After five years of endless headaches, feeling zapped daily, and heavy, aching limbs, it really stopped me in my tracks. 

Something had to change. I switched to nourishing whole foods free from additives and artificial nasties. And with a little time… my energy and feel-good-health vibes returned.

After countless doctor visits, it became crystal clear that we’re overfed and undernourished. What we put into our bodies plays a crucial role in our long-term health.

I then decided I wanted to help others nourish their bodies just like I did, that's when GoodnessMe was founded shortly after in 2014.

Shaking up the go-to, good-food grocery world

We are here to help you eat healthier, yummier food and feel seriously good.

I know how hard it is to struggle with dietary preferences in a world full of industrially produced, chemically enhanced food.

I'm determined to put naturally nutritious and sustainable foods within easy reach of as many Aussies as I can.

Ready for a change? We’ve got you!

Free your pantry from highly processed foods, and long, unpronounceable ingredient lists. Say no to tricky, health-washed words.

Stop for broken promises about ‘natural, whole, and organic foods that don’t deliver the nutritional value they claim.

Whether you’re buying a box to give new foods a go, or stocking up on well-loved groceries, you’ll find real, honest and healthy products at your fingertips with GoodnessMe.

Fast, easy access. Saving you time. Stopping your food-worries


The Real Food Code

Making your weekly shop fast, easy and fun. Everything we stock is checked and labelled so you can check-out faster.

Our nutritionists scrutinise every single product. Nothing earns a place in your box or on our shelves until it’s been given our Real-Food-Code nod.

More choices than you can shake a shopping bag at. Take your pick and dive into deliciousness with complete confidence.

The Real Deal

Our Real Food Code criteria. Next, we taste-test (someone’s gotta do it). Let’s just say… we’re a pretty-picky bunch.

We tell it how it is

No hidden ingredients, no agendas and no health-washed words. The simpler the better. We believe you and your family deserve to feel seriously good.

We love nothing more than finding and sharing naturally good food with no added anything. You deserve to feel full of beans and we’re here to make it happen.

Our job is to make it easy for you to choose good-for-you foods knowing they’re good for the planet too.

Connecting you to nutritious-delicious is our thing

We’re your local go-to good-food grocery store. Our ever-expanding (virtual) shelves are crammed with the latest wholefood pantry staples, nourishing nibbles and delicious drinks.

Don’t do stuff by halves. All-natural & artificial-free

Whatever your dietary requirements, nutrition needs or allergens, you can be sure you’ll find safe, delicious, healthier food choices here.

Always natural and free from artificial ingredients and additives in line with our super-strict Real Food Code.

Eat Real Food & Feel Good!

No more time-consuming guesswork. Find all-natural, nutritionist-approved, artificial-free products in an instant

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We are as proud of what we do, as we are of what we choose not to do. And that is our promise to you!

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We acknowledge and respect the Gadigal people of the Eora Nation, the Traditional Owners of the Land where we operate GoodnessMe. We extend respect to all Aboriginal and Torres Strait Islander peoples. We honour and respect First Nations rich culture and continuing connections to land and waters, and celebrate native Australian bush-tucker. We welcome everyone to GoodnessMe: all races, ethnicities, genders, sexual orientations, bodies, abilities, ages and religions.