Goodness Gracious Foods | CommonwealthFirst | World Champion in SME Support

Goodness Gracious Foods Ltd – Third Cohort Export Champion


Award winning baby and children’s food

Location: London
Company website:
Sectors: Manufacturing


Goodness Gracious Foods sells award winning baby and children’s food through various channels in the UK and abroad. A certified BCorp with endorsements from the medical profession, the company operates with the mantra that Healthy Food = Healthy Brain, Healthy Body. They also work with government agencies to provide food for child refugees and those living below the poverty line.

Key products are their innovative line of organic purees using recipes that began life in the kitchen of founder Katherine Gubbins. Tested thoroughly by her own children, each recipe tastes great and adds essential daily nutrients to the diets of both children and grownups alike.

All recipes are based on the 5,000-year-old Indian health system of Ayurveda. That means only 100% organic ingredients and the introduction of new grains, flavours and spices that can benefit youngsters of all ages.

With the baby food market worth $53 billion globally, and the “Free From” market also growing exponentially, Goodness Gracious are well placed to move into Commonwealth markets. We look forward to helping the company to find new retailers and distributors in Africa, Australia and Canada as wells as reconnecting Goodness Gracious with the Indian roots of its brand.


Apply now to become an Export Champion.

Katherine Gubbins, Founder

How did the idea for your business come about?
I felt we needed to improve the way we feed our babies and children – teach them, via their parents, about good food and the benefits food brings to us. Wellbeing and health for the family is key.

How did you hear about the CWF programme and what made you apply?
MY ITA – we export anyway and thought this would be a great opportunity, particularly with some of the countries included.

What difficulties have you encountered setting up your business?
Going up against the big customers with knowledge and vast experience of how to do it.

What are the biggest trade and export challenges you face?
FX and ingredient supplies, particularly now with Brexit.

What are the most crucial things you have done to grow and develop your business?
Work with DIT, be persistent.

What are you hoping to get out of the CWF programme?
Good and trusted partnerships in countries that are progressive and looking to help the next generation in food awareness and family wellbeing.

What is a typical working day for you?
Doing operations, logistics, production. Then sales and promotions and marketing. Answering emails.

Where would you like your business to be in 5 years time?
Exporting like mad, and a global presence as the go to health and wellbeing brand for families buying food.

What advice would you give to anybody looking to set up an SME?
Do your research, be humble, resilient and don’t worry.

This interview was conducted as part of the CommonwealthFirst Export Champion interview series. Apply now to become an Export Champion.