Canadian brand MadeGood launches into UK market
Founded in 2013 by siblings Nima, Salma and Sahba Fotovat, MadeGood is a Canadian snack brand built on the philosophy of healthy food which benefits the world – and now it’s bringing its snack bars to British shores to spread the word about organic, lunchbox-safe, nut-free snacking.
The Fotovat family have placed inclusivity at the heart of their business from day one, creating a company that ‘welcomes newcomers, promotes women, and offers safety and opportunity to under-represented groups’. It’s an ethos that’s built into the brand’s DNA, evident through its motto: ‘Everyone is welcome, and everyone thrives’.
Also central to the brand’s values, and a main pillar of the company, is sustainability – ‘understanding and mitigating’ its impacts on the environment. With a commitment to reducing its Scope 1 and 2 emissions by 42% by 2030, MadeGood positions itself as a Future-Fit Business, delivering its purpose ‘in a way that doesn’t cause any harm to the planet or society’.
“That means transforming itself to become environmentally regenerative, socially just and economically inclusive,” explains Nina Conrady, head of marketing, MadeGood Europe. “MadeGood has become a Future-Fit Pioneer and will use the Future-Fit Benchmark to identify exactly what we must do if we are going to be a leader and reorient our business in pursuit of a flourishing future for all. We are just taking the first vital steps and are committed to sharing our journey with you as we transform our business and society for the better.”
Certified by both B Corp and TRUE (Total Resource Use and Efficiency), the Riverside Natural Foods-owned brand supports organic farmers in the US, and it’s something that matters to each and every team member. “To me, learning about organic agriculture goes beyond just gaining a new-found appreciation for the hard work farmers do everyday, growing healthy and nutritious food in harmony with nature,” says Taylor Stanley, MadeGood’s impact strategy manager. “It is a humbling reminder that there is still so much to understand about how organic benefits both people and the planet.”
“We’ve known this since day one: the ingredients we choose, the suppliers we know and the ways we operate can be a force for change, for good. Caring for the planet is baked throughout our company, and our impact must be good, or nothing at all,” adds Conrady.
Snacks, MadeGood
MadeGood’s range of ‘highly thoughtful snacks’ comprises Granola Bars, Cookies, Crackers, Crispy Squares and Soft Baked Oat Bars, but it’s the Chocolate Drizzled Granola Bars in Birthday Cake flavour which the company is initially focusing UK marketing activity on. Made from gluten-free granola, dipped in vegan, organic chocolate and free from the most common allergens, it’s ‘as rich and decadent as it looks’, according to the brand, which says it offers ‘the best of a birthday cake … [with] a serving of veggies perfectly baked inside’.
By Rosie Greenaway, editor