From Farm to Table

Goodfood2u is a local, family-run business in Ottawa, owned and operated by me, Jennifer Williams, and Yannick Carrière.  

We provide a wide selection of certified organic produce, meat, dairy, eggs, and vegan alternatives delivered year-round. Whenever possible, all products are sourced from local farms and producers. 

We are inspired and motivated entrepreneurs and parents,who believe in taking steps to mitigate climate change and reduce our ecological footprint. From 1999 to 2002, we lived and worked in Northern Ghana, witnessing firsthand the impact of climate change on food security. When we returned to Canada, we vowed to minimize our impact on this beautiful earth. Our purchasing decisions matter, and we aim to ensure healthy and sustainable food is available now and for future generations. 

Our grocery business model is unique. Customers place their orders online, and we order directly from local farms and distributors. This just-in-time ordering means the produce you receive is often harvested just before delivery, ensuring exceptional quality. We source from over ten local farms for produce, eggs, and meat, and partner with local businesses like True Loaf Bakery and the Red Apron, who share our commitment to sustainability. 

We value long-term relationships and collaboration with our farm suppliers, most of whom have sufficient supply to meet our weekly demands and deliver regularly to Ottawa. In this short video Carr Evans of Rogers TV interviews Yannick about Goodfood2u’s unique distribution system. 

Given that organic and local produce is a niche market valued at a higher price, we seek high-quality, good-value items for our quality conscious and discerning customers, offering curated boxes based on what is locally available and of good value each week. 

The People and the Vision Behind Goodfood2u 

In 2006, Tasha Djelweh founded Life Organic in Ottawa to make local and organic food accessible. We were loyal customers from the start and acquired the business in 2013, rebranding it to Goodfood2u. For the past 11 years, we have been committed to supporting local food systems and contributing to a vibrant local food economy, enhancing our community’s well-being. 

After graduating from university, I (Jennifer) moved to Ottawa for my love of the Byward Market: I loved walking home from work and picking up fresh vegetables for dinner. Yannick and I met in Peru and fell in love in a market, surrounded by beautiful local produce. This connection has continued for over 27 years. 

When we lived in Northern Ghana as CUSO volunteers, we learned to cook everything from scratch and witnessed the direct impact of climate change on food security. This experience lead us to simplify our lives and minimize our personal impact on the planet, a commitment that continued when returning to Canada in 2003. We walked and biked everywhere, joined a local CSA farm, continued cooking from scratch, and became part of a food buying group to buy in bulk and minimize waste. Between 2003 and 2013, I was a worker-owner at La Siembra Coop, the creators of Camino. La Siembra focuses on buying fair trade cocoa and sugar from farms in the global south. During my time at Camino, I worked with numerous producer cooperatives to bring additional products to the market and ensure farmers were paid fairly. As our family grew and our lives became busier, we needed a more convenient way to buy fresh, local food. We became customers of Life Organic and eventually bought the business in 2013 when the original owner needed to move closer to family. 

Opportunities and Challenges for Local and Organic Food Producers and Distributors 

The demand for organic and local food fluctuates in the competitive grocery market. Canada’s grocery industry is highly concentrated, with the three largest grocers—Loblaws, Sobeys, and Metro—reporting over $100 billion in sales and $3.6 billion in profits in 2022. This concentration makes it difficult for small businesses to compete (source).

Before COVID, our sales were slowly eroding as the market was shifting towards “meal box” companies, offering unsustainable deals. The pandemic refocussed attention back to local food and delivery services like Goodfood2u, leading to over 400% growth during the peak. Also local farms expanded to meet this demand. 

However, as life returned to normal, consumers reverted to old purchasing habits and small farms struggle to access mainstream markets due to their size, facing significant challenges. Marketing in this context is complicated, with a crowded market and numerous information channels. We have tried various methods, including radio ads, flyers, trade shows, Google ads, and Facebook ads. To grow our market share, we are currently considering influencer marketing, despite it feeling outside our core beliefs. Encouraging consumers to shop local and cook from scratch amidst fast-paced lives remains a significant challenge. 

We understand the realities of farming and the impact of weather and changing conditions. When something is unavailable, we adapt by sourcing from other suppliers or crediting our customers. Our goal is to offer local producers a market for their products while we handle sales, marketing, and delivery. 

Our story is one of love and joy for fresh food, a commitment to sustainability, a desire to create convenience, and a dedication to vibrant local economies. 

We are grateful for the hard work of local organic farmers and strive to ensure they can thrive for future generations. 

Jennifer Williams   

Goodfood2u  hello@goodfood2u.ca