Matt Ward is the company founder & managing director of Honest to Goodness. He is not so keen on talking about himself but here is his brief profile.

Matt grew up in country NSW dreaming of becoming an astronaut or maybe a test cricketer. These dreams are yet to eventuate, however here he is, in the organic food industry, following another one.

Matt is passionate about sustainable agricultural and business practices, simple nutritious food and long family lunches.  He dislikes cheap and nasty ingredients, food technicians messing with our food and companies that complicate food with quasi science or Disney character endorsements.

Matt has worked in the food industry since 1994 and has a degree in agricultural economics. He is delighted when people see the true value in the food they eat and don’t make their purchasing decisions based on expensive marketing campaigns by multinational food companies. Matt believes in food that represents good value to consumers and is convinced that consumers are starting to see through the hype & marketing out there and are looking for healthier, more socially responsible choices when buying their food.

Matt is committed to his dream of a sustainable, ethical food business that all involved enjoy being a part of. He also hopes to one day prevent his vege patch from being overrun by weeds and have an organic farm of his very own to share with Karen and the kids.

Click here to read more about the company history and what we are up to now.