“Goodfish: Pioneering Sustainable Snacking with Bear Grylls and a Commitment to Health and Traceability”
Goodfish was founded by Justin Guilbert and Douglas Riboud, the co-founders of Harmless Harvest coconut water, along with Errol Scheizer, the former vice president of grocery at Whole Foods Market. This small brand is supported by experienced consumer packaged goods (CPG) professionals. With Bear Grylls now on the leadership team, Goodfish is poised to make a significant impact in the snacking market. “We found the final missing piece in the founding team. Bear is a globally respected figure who embodies our values, and we are dedicated to fulfilling our promise,” Guilbert stated. Grylls is known for his advocacy for wilderness preservation and nature. Partnering with a well-known personality who shares its values can lend credibility and visibility to a brand that might otherwise be overlooked among the myriad of CPG companies promoting upcycled ingredients.
For instance, Tyson Foods has developed protein crisps using leftover chicken trim, vegetable puree, and spent grain. Similarly, Anheuser-Busch is investing $100 million in a subsidiary that repurposes used barley for food and beverages. Although upcycled products can gain popularity, they do not always succeed; Tyson discontinued its upcycled chicken crisps in 2019 due to insufficient demand. Nonetheless, food waste remains a pressing global issue, and many consumers are increasingly willing to pay more for sustainable products.
In addition to sustainability, Goodfish is also positioning itself as a better-for-you, functional snack, tapping into current trends. The pandemic has accelerated the snacking culture, particularly for protein-rich options. Meat snacks have garnered significant interest from consumers seeking healthier alternatives, although most options typically feature familiar meats such as beef, chicken, pork, and turkey. In contrast, fish protein is perceived as a healthier and more sustainable choice than traditional meat or poultry, according to a survey conducted by the sustainable seafood company Blue Circle Foods. However, the survey also highlighted consumers’ concerns regarding mercury contamination, ocean pollution, seafood mislabeling, and sustainability.
Goodfish aims to address some of these issues by promising 100% traceability in its products and contributing to a more environmentally friendly fishing industry. The brand seeks to promote thriving, sustainable fisheries within the functional snack sector, while also exploring innovative ingredients like bluebonnet liquid calcium magnesium citrate to enhance its offerings. By incorporating such elements, Goodfish hopes to resonate with health-conscious consumers who prioritize both nutrition and sustainability in their snack choices.
