The Times Australia
Small Business News

.

The path to health in business – the CEO of GoodnessMe Box shares her journey

  • Written by Katia Iervasi



Peta Shulman is the founder and director of GoodnessMe Box, Australia’s largest health food sampling service. Backed by industry knowledge and personal experience, she launched the start-up in mid-2014 with a clear mission in mind: to help people to take control of their health and get excited about eating clean, nourishing wholefoods. They were listening. She turned over $1 million in the first year of trading.

Fast-forward to today, and GoodnessMe Box has sampled over 1.8 million products and Shulman is an entrepreneurial success story. In 2015, she was a finalist for The League of Extraordinary Women’s Young Female Entrepreneur of the Year, and in 2018, she was listed in Smart Company’s Smart 30 Under 30 list, which shines a spotlight on Australian entrepreneurs who are redefining what it means to build a successful business.

Her business is about health, and so is her business strategy.


How she got into the health industry



When Shulman was 24, she was diagnosed with an autoimmune condition. In many ways, it was a relief to have a diagnosis. For years, she’d suffered from fatigue, headaches and body aches, and ended up on bed rest for three months – which was devastating for someone so young. Her immune system was shot, and her energy was non-existent.

The doctors told Shulman she’d have to go into the hospital every month for antibody transfusions.

She didn’t want to rely on treatment for the rest of her life. Desperate to feel better, she started researching other ways to manage her condition.

“I threw myself into the research, and began learning about the benefits of wholefoods,” Shulman said.

With her doctor’s guidance, she cleaned up her diet. She eliminated artificial, processed and inflammatory foods, and focused on eating foods that were as close to their natural state as possible.

The change was incredible.

“I felt the difference within just a few months. I was a new person. My energy, mood and digestion improved drastically, and after 6 months, I was no longer catching every single cold that went around. I was able to enjoy my life again,” Shulman said.

While she was learning about health and nutrition, she found a new hobby: finding and testing wholefood products.

“I’d call it an obsession!” she said. “I discovered so many amazing products that aligned with my new wholefood lifestyle, and I knew I had to share them.”

“If they helped me in such a significant way, they could help so many others.”  

At the time, Shulman was working in PR for clients in the wellness industry. She spent her days promoting brands with the feel-good factor, and the idea for a subscription box sprung to mind.

“I was confident. Thanks to my background in publicity in the health industry, I knew the idea had potential, and my own experience showed me the effectiveness of wholefoods,” she said.

“I thought, ‘why not combine something I’m passionate about with something I’m good at?’”


The launch of GoodnessMe Box


After 6 months of research and development, Shulman ventured off on her own and launched GoodnessMe Box. Each box contained 7-10 health food products and recipe ideas, and was delivered to customers’ doors once a month.

The standards were stringent.

“Every product that makes it into the box has to be minimally processed and free from artificial sweeteners, preservatives, colours, food additives, synthetic trans fats, MSG, GMO and HFCS,” she said.

The team only partners with brands that leave a positive footprint on the planet.

“Our motto is ‘food with integrity,’ and we choose to work with brands that follow ethical trade and manufacturing processes.”

Through GoodnessMe Box, Shulman’s trying to teach people that healthy eating is accessible, easy, and delicious.

“Healthy eating is a lifestyle – and a fun one! It shouldn’t be a chore,” Shulman said.

“My dream is to live in a world where the food we eat is free from artificial and processed ingredients. We’re doing our bit to educate people and build a community around healthy eating.”

Since launching in 2014, the team has worked with over 600 companies.

The company has evolved to host small-and-large scale events, such as the GoodnessMe Box Wholefood Night Markets, and offer data insights and marketing services to its brand partners.

Last year, it launched an online shop.

“The GoodnessMe Box online shop is stocked with ‘hard-to-find’ health products that are not only tailored to dietary requirements, but also meet our high standards. We’ve curated a collection of products that our customers love and are not easily accessible in-store,” Shulman said.

In February 2019, GoodnessMe Box is releasing a kids box.

“A large percentage of our customers are mums, and a significant pain-point for them is finding healthy and convenient snacks for their kids. Our new kids box is designed to address this problem while making wholefood eating fun for the entire family!”


How health drives her business


Health is the driving force behind GoodnessMe Box. For Shulman, it’s the measure of its success.

“A business has to make money to succeed in the traditional sense, but it also has to grow while staying true to its purpose.”

She advises entrepreneurs to ask themselves: “What’s your why?”

“For GoodnessMe Box, it’s to make a profound difference to peoples’ health by changing their food choices for the better. I never want anyone to go through what I did with my autoimmune condition if something as simple as food can help,” she said.

“The feedback I get from customers is my motivation. It’s amazing to be able to affect people’s lives in a positive way, and I never lose sight of that.”

Health influences the business indirectly, too.

Shulman is committed to creating a healthy working environment. She prioritises her health and wellbeing, and that of her team. She says it has a domino effect on the business.

“For a business to be successful, it needs healthy, happy employees,” she said.

“When your employees are healthy and feel supported, they’re more productive. They want to be at work, and they’re likely to be loyal to the company.”

“Every Tuesday, we head outside and workout on the grass together following an online fitness program.”

Personally, Shulman has a few non-negotiables. These include establishing a healthy morning routine, moving her body most days, and getting a full night’s sleep.


What she’s learnt as an entrepreneur


Shulman has helped to bring the wellness movement into the mainstream – first in her PR role, and then when she launched GoodnessMe Box 5 years ago. In that time, she’s watched the industry grow and flourish.

She’s learnt the value in building a network of like-minded entrepreneurs.

“My advice to anyone who wants to enter the industry is this: network, network and network some more. The health and wellness industry is incredibly open and giving, and we feed off each other’s success. When a company thrives, it grows the market for all of us,” she said.

As an entrepreneur who launched a business in the social media age, she also realised how important it is to nurture a passionate community.

“Word of mouth is so powerful. From the get-go, our community has been highly engaged. They did the marketing for us – and continue to do that today,” she said.

The engagement works both ways.

“It’s cost-effective and creates credibility, so we’re always tuning into our audience and responding to their questions and needs.”

Property Times

Top Tips for Finding the Ideal Block to Build Your Home

There’s something deeply personal and exciting about building your own home. You’re not just choosing paint colours or furniture, you’re creating a space that reflects your lifestyle, your dreams, and your future. However, before you start sketchin...

The Home Buying Process Explained Step by Step

Buying a home is a thrilling milestone, but it can also feel like navigating a maze without a map. With paperwork, finances, and decisions at every turn, understanding the home-buying process is crucial for success. Whether you're a first-time buye...

Thinking of Selling Your Home? Here’s What You Need to Know

Selling a home is more than just putting up a “For Sale” sign. It’s a strategic process that involves preparation, pricing, and negotiation - all aimed at getting the best value for your property. Let’s go through the most important steps to take b...

Smart Ways to Earn Passive Income from Real Estate

Imagine making money without doing much work. You get paid even while you sleep, travel, or do fun things. This is called passive income. Indeed, real estate has great ways to do this. You don't have to be a landlord all day; similarly, you don't h...

Food & Dining

Onsite Caterer vs a Full Service Venue: 9 important things to explore

Choosing between an external catering company and an all-inclusive venue is a major decision that affects cost, flexibility, food quality, and the overall event experience. Venues with in-house catering offer convenience and streamlined coordinatio...

Meal Prep as Self-Care? The One Small Habit That Could Improve Your Mood, Focus & Confidence

What if the secret to feeling calmer, more focused, and emotionally resilient wasn’t found in a supplement or self-help book — but in your fridge? That’s the surprising link uncovered by leading dietitians Anna Debenham and Alex Parker from The Biti...

Cult Favourite, TokyoTaco, Opens Beachfront at Mooloolaba this June

FREE Tokyo Tacos to Celebrate!  Cult favourite Japanese-Mexican restaurant TokyoTaco is opening a beachfront venue at the Mooloolaba Esplanade on Queensland’s Sunshine Coast this June.  The doors of the new venue will open on 18 June and to cel...

International lager claims crown as Australia’s most preferred beer

Launching its inaugural ‘Brand Map of Australia’, Tracksuit reveals Corona as the nation’s most preferred beer  Sydney, Thursday, 29 May 2025 - From iconic mass-produced lagers to innovative craft brews, beer is woven into the fabric of Australi...

Business Times

Agentforce for Financial Services: Merging AI and Human Expertise…

In this rapidly evolving world of financial services, deploying customer experiences that are personalized and intelligen...

Samsara Eco and lululemon announce 10 year partnership

lululemon and Samsara Eco Announce 10-Year Plan to Advance Recycled Material Portfolio Plan will see lululemon source a...

Barelli Bathrooms announces celebrity interior designer Kellie Ri…

Barelli Bathrooms, a leading name in contemporary bathroom accessories and design, is proud to announce its new national ...

The Times Features

The Role of Your GP in Creating a Chronic Disease Management Plan That Works

Living with a long-term condition, whether that is diabetes, asthma, arthritis or heart disease, means making hundreds of small decisions every day. You plan your diet against m...

Troubleshooting Flickering Lights: A Comprehensive Guide for Homeowners

Image by rawpixel.com on Freepik Effectively addressing flickering lights in your home is more than just a matter of convenience; it's a pivotal aspect of both home safety and en...

My shins hurt after running. Could it be shin splints?

If you’ve started running for the first time, started again after a break, or your workout is more intense, you might have felt it. A dull, nagging ache down your shins after...

Metal Roof Replacement Cost Per Square Metre in 2025: A Comprehensive Guide for Australian Homeowners

In recent years, the trend of installing metal roofs has surged across Australia. With their reputation for being both robust and visually appealing, it's easy to understand thei...

Why You’re Always Adjusting Your Bra — and What to Do Instead

Image by freepik It starts with a gentle tug, then a subtle shift, and before you know it, you're adjusting your bra again — in the middle of work, at dinner, even on the couch. I...

How to Tell If Your Eyes Are Working Harder Than They Should Be

Image by freepik Most of us take our vision for granted—until it starts to let us down. Whether it's squinting at your phone, rubbing your eyes at the end of the day, or feeling ...