Honest to Goodness was established in 2002 by owners Matt and Karen Ward, who continue to own and operate the business today
as one of Australia’s leading companies supplying quality organic food & natural products.


Honest to Goodness was originally founded on the back of growing frustrations with the direction that the food industry was taking, and with a great desire to make healthy food and ingredients affordable for everyone. Matt and Karen started off by selling unpackaged nuts and dried fruits at various growers' markets around Sydney.

Over the years the Honest to Goodness brand has evolved and expanded its product offering into a vast retail grocery range, as well as bulk ingredient supply. We also proudly distribute over 20 additional brands, collectively supplying over 1000 products nationwide. Matt and Karen are convinced that people are increasingly looking for healthier, more socially responsible food choices, and believes that Honest to Goodness delivers this through the ongoing education and supply of good value, quality, nutritious food.

Honest to Goodness Retail Packaging

The farmers markets today remain an integral part of the business alongside our award-winning Online Shop, Alexandria Store based at our Sydney headquarters, and also the 600+ independently owned retailers that sell Honest to Goodness products across Australia.


Honest to Goodness Organic Markets


Honest to Goodness Alexandria Whole Foods Store Sydney


Across 3 consecutive years, Honest to Goodness was publicly voted as Favourite Organic Brand, Best Organic Wholesaler and Best Organic Online Storein the Organic Consumers Choice Awards for 2015, 2016, 2017 and 2018. Honest to Goodness certified as a B Corporation in 2015, which recognises our company commitment to ethical and environmental practices. As a B Corporation, we continually look to reuse, recycle and refuse and strive to make conscious business decisions in all of our day-to-day operations.


Honest to Goodness Team Goodness

Both Matt and Karen remain committed to their dream of a sustainable, ethical food business and community, whom all involved enjoy being a part of. One of the key understandings at Honest to Goodness is that we remain forever conscious that the products we sell become a part of the families who eat or use them, and this is why we favour the best quality, nutritious food and ethically sourced products.

You can meet Matt, Karen and the rest of the team here, read more about Our Values or discover Our Range.