At goodsugar, we’re incredibly proud of what Peter, Naomi, and I—along with many other team members—have achieved in under five years, all while navigating the challenges of COVID. We’ve built a brand with a depth and complexity that might make it seem like we’ve been around for decades.
Because we focus on health and wellness, we’re steeped in those values. While fitness is abundant across the country and around the world, truly healthy food restaurants remain rare. Part of the reason is that the pool of people who prioritize healthy eating is still relatively small. In addition, many food-and-beverage businesses rely on alcohol sales, which conflicts with a genuine health-and-wellness mission. Other categories of food also clash with this vision, often leading businesses nowhere because they lack a real stance.
Looking ahead, we see ourselves partnering with an individual or group committed to testing their own integrity—someone who’s determined to build a profitable business while genuinely improving society. We believe that infusing integrity into every aspect of a solid business plan is not just the right thing to do for humanity; it’s also the best way to make money and build a trustworthy reputation.