Honest to Goodness, founded in 2002 by Matt Ward is a specialist in organic and natural foods. What started as a modest market stall in Frenchs Forest, Sydney, has blossomed into a successful business committed to providing healthy, ethical, and sustainable food products.
Today, the company offers a diverse range of pantry staples, health foods, and personal care products, all rooted in the values of organic certification, sustainability, and transparency.
From market stall to national brand
The roots of Honest to Goodness can be traced back to a small farmers’ market stall, where Matt Ward sold organic nuts and dried fruits from bulk bins. At the time, organic and whole foods were not as widely available as they are today. However, there was a clear demand from locals for healthier, more natural alternatives
“I remember scooping and filling paper bags by hand every weekend,” said Ward. “It was hard work, but incredibly rewarding. To this day, we have customers who tell us they first bought from us at those markets. That personal connection to our customers and our products has remained at the heart of Honest to Goodness ever since.”
The initial vision behind Honest to Goodness was to create a business that not only offered organic food but also built a direct supply chain from producers to consumers. This focus on high-quality, organic foods grew naturally as Ward realised there was an opportunity to make organic food more accessible to Australians.
Commitment to sustainability
Sustainability has been a key driver of Honest to Goodness’ mission from the beginning. For Ward, it was personal.
“From the very beginning, we’ve been conscious about what we eat in our own home, especially when feeding our kids,” he said. “Organic food always made sense to us, not just because it’s free from synthetic chemicals, but because it comes from production systems that are transparent, sustainable, and better for the environment.”
As consumer interest in food origins and sustainability grew, Honest to Goodness was quick to adopt a model that prioritised not just organic certification, but also sustainable and ethical production practices. This is evident in the company’s approach to sourcing products from local Australian farms and international producers who share these values.
Transparency and ethical sourcing
Honest to Goodness works closely with its suppliers and growers, ensuring that all products meet its stringent standards for organic certification, sustainability, and quality.
“When selecting suppliers, we look for partners who align with our values,” said Ward. “Key factors we consider include organic certifications, quality and taste, and scalability. We take a collaborative approach, working closely with our producers to build long-term, sustainable relationships.”
The company also ensures the ethical sourcing of its ingredients, a principle that extends beyond the product’s certification.
“We focus on single-ingredient, unprocessed foods, which allows us to have full visibility into where our ingredients come from and how they’re grown,” said Ward. “We work with farmers and suppliers who follow regenerative agricultural practices, improving soil health and biodiversity.”
The manufacturing process
Honest to Goodness works with a small number of contract manufacturers to produce its products, ensuring that these partners share the company’s commitment to organic farming and sustainability.
One of the company’s flagship products, Organic Coconut Cream, is sourced from long-standing partners in Sri Lanka who use agroforestry techniques and promote zero-synthetic inputs.
“We’ve worked with the same supplier for many years, and they hold numerous certifications ensuring high-quality, ethically produced coconut products,” said Ward.
“We prioritise farms that contribute to healthier soils, greater biodiversity, and carbon sequestration.”
Honest to Goodness also ensures that its packaging supports sustainability. Its coconut cream, for example, is packaged in fully recyclable cans, while by-products from production, such as coconut husks, are repurposed, contributing to minimal waste.
Overcoming early challenges
In the early days, scaling up while maintaining product quality posed significant challenges for Honest to Goodness.
“Organic food production often comes with natural variations, and crops change seasonally,” said Ward. “Yield fluctuations can make it difficult to secure a consistent supply at scale.”
Another hurdle was sourcing the right suppliers who aligned with Honest to Goodness’ values.
“Many organic producers are smaller-scale, and building these relationships took time, trust, and commitment,” Ward added. “Over the years, we’ve created long-term partnerships that allow us to grow sustainably while ensuring our products remain of the highest quality.”
Meeting consumer demand
Honest to Goodness’ commitment to sustainability extends beyond food. As demand grew for more eco-friendly options, the company expanded its range to include organic personal care and household products.
“While food remains at the heart of what we do, we recognised that people looking for organic, sustainable choices in their diet often wanted the same options for their home and personal care,” said Ward.
This expansion allows the company to support consumers in making sustainable choices across multiple areas of their lives, from their kitchen to their bathrooms and homes.
Future growth and innovation
As he looks to the future, Ward sees many opportunities for growth.
“We see huge potential in continuing to expand our range of sustainable and organic products while making them even more accessible to Australian households,” he said. “We also see technology and innovation in logistics, packaging, and distribution playing a key role in our future.”
The company is already embracing these advancements, such as the recent introduction of Autonomous Mobile Robots (AMRs) in its new fulfilment facility, which are helping to streamline operations and enhance efficiency in a sustainable manner. Looking ahead, Honest to Goodness plans to continue expanding its product offerings, including more sustainable pantry staples and eco-friendly packaging solutions.
“There’s always something exciting on the horizon, and we can’t wait to share it with our community,”
said Ward.
As the company continues to grow, Ward emphasises the importance of staying true to the company’s
founding values.
“We’ve stayed true to our founding values and built a business based on trust,” he said.“While the organic food space has become more competitive, we believe our commitment to quality, authenticity, and ethical sourcing sets us apart.”
For aspiring entrepreneurs looking to create a business that makes a positive impact, Ward has some key advice.
“Stay true to your values and build your business on authenticity and trust. Consumers are becoming more conscious of what they buy and from whom, so if you’re doing something meaningful, people will support you,” he said.
Honest to Goodness’ story is a testament to the power of sustainability, transparency, and dedication to quality. As the company continues to grow, it remains focused on creating healthier and more sustainable choices for consumers, while supporting a thriving global network of ethical farmers and producers.