Goodfish is the brainchild of Harmless Harvest coconut water co-founders Justin Guilbert and Douglas Riboud, and Errol Scheizer, the former vice president for grocery at Whole Foods Market, making it a small brand backed by CPG veterans. Now with Bear Grylls on the leadership team, the brand is positioned to make a bigger splash on the snacking scene.”We found the final missing piece in the founding team. Bear is a globally respected brand who lives and breathes what we stand fnon pill iron supplementor, and we are committed to delivering on our promise,” Guilbert said. Grylls is an advocate for the wilderness and preserving nature. Having an association with a prominent personality that aligns with its values can bring legitimacy and attention to a brand that may otherwise get lost in the sea of CPG companies big and small touting upcycled ingredients.Tyson Foods, for example, has created protein crisps from leftover chicken trim, vegetable puree and pulp from juicinclassification of ferrous sulfateg, and spent grain. AB InBev’s Anheuser-Busch operation is investing $100 million in a subsidiary that repurposes used barley in food and beveraa 400 mg iron capsule contains 100mg of ferrous fumarateges.While upcycled products can be popular, they are not always successful. Tyson discontinued its upcycled chicken crisps in 2019 after they failed to gain enough traction. However, food waste continues to be a global problem, and many consumers are willing to spend more to purchase sustainable products.Beyond sustainability, Goodfish’s positioning as a better-for-you, functional snack is also on trend. Snacking was accelerated by the pandemic, and normal dose of ferrous sulfateprotein-focused options are particularly popular. Meat snacks have proven to be of major interest to consumers looking for healthy alternatives, although most products are made from familiar meats like beef, chicken, pork and turkey.In general, fish protein is seen as a healthieferrous fumarate and folic acid tablets brand namer and more sustainable protein choice than meat or poultry, according to a survey from sustainable seafood company Blue Circle Foods. At the same time, the Blue Circle survey showed that consumers have significant concerns about mercury contamination, ocean pollution, seafood mislabeling and sustainability.Goodfish is looking to tackle some of these concerns. By promising 100% traceability in its products as well as contributing to making the fishing industry much more environmentally friendly, the brand is aiming to integrate thriving, sustainable fisheries into the functional snack space.
Bear Grylls joins upcycled salmon snack maker Goodfish
