GoodFor runs a chain of plastic free wholefoods ‘refillery’ stores in Auckland. The store offers more than 350 bulk wholefood ingredients. It also sells oils, syrups and vinegars on tap and the full range of ecostore cleaning products. The store encourages customers to bring and refill their own jars, bottles or containers. It hand picks and delivers to online shoppers. For every purchase made in store GoodFor supports a tree planted by the Trees for the Future initiative.

Since launching in 2017, GoodFor has opened three stores in Ponsonby, Parnell and Takapuna, and a pop-up store in Mount Eden. The team aims to open three more stores in 2019.

GoodFor is focused on making package-free shopping easy and accessible to anyone in New Zealand. This requires a shift in mind-set. The company believes that shopping this way can have a huge flow on effect into other areas of life.

GoodFor has had more than 58,000 customers since opening. Each person buys an average of seven items. This means GoodFor has prevented around 406,000 plastic food packages being sent to landfill. The company also uses online social media and video to promote a zero-waste lifestyle. Its social media following grew organically from 0 to 27,000 in 16 months.