GoodFor is a wholefoods refillery based in Auckland. Its stores sell pantry staples that are packed in shoppers’ own containers or in paper bags. 

GoodFor runs an annual Packageless Pantry competition to encourage people to be more conscious about their food purchases. The competition encourages people to create their dream plastic-free pantry. It promotes a stylish, modern, organised and minimalist pantry that is full of glass jars, bottles, tupperware and no plastic. The competition involves posting an image on Instagram, tagging GoodFor with specific hashtags.

GoodFor uses social media to post about sustainability lifestyles without coming across as too pushy or preaching. It aims to make sustainability easy for everyone, starting with the pantry.

Last year there were more than 270 applicants and monthly revenue doubled. More than 34,000 people are actively engaged in GoodFor’s content online.