Our Story

The Good Food Family began with deep roots in food. Our Founder & CEO, Aaron, is a third-generation fresh produce wholesaler with a family heritage in farming—understanding food is in our DNA. However, after over a decade working in technology with complex, customer-focused environments, Aaron faced a personal tragedy in his family due to a metabolic condition linked to poor nutrition. This experience, coupled with the challenges of the pandemic, led him to switch gears and return to his roots, working in the family farm shop.
It was there, among the aisles of fresh produce, that Aaron uncovered the real challenges families face when trying to eat healthily. Each conversation revealed a struggle, a story, a need for change. Then fate intervened, bringing Aaron together with Tony Freeman, one of the most imaginative creatives around. Specialising in visualisation, Tony’s biggest passion is turning complex information into engaging stories for children, empowering them to succeed. Over an inspiring coffee, they realised that Aaron’s tech and food expertise combined with Tony’s creative genius could transform family health into a fun, accessible journey.
But the true story isn’t about us, it’s about you. The real heroes are the families we aim to empower, helping them overcome barriers to healthy eating, preventing chronic disease, and achieving their full potential. Our mission is simple: to make nutritional health a fun, achievable journey for every family. That’s how The Good Food Family was born. Together, we’re writing a new chapter in family health; one meal, one story at a time.

Meet the Team

Aaron Loveman

Co-Founder and CEO

The visionary and driving force behind our mission which is to increase the health, happiness and opportunity for all families.

Tony Freeman

Co-Founder and CCO

We think it, he creates it. The ultimate visualizer with the talent to turn ideas into playful designs that make our brand fun, familiar, and engaging.

Hannah

Brand Storyteller

Our Brand Storyteller, the creative spark behind our fun and friendly vibe, always finding new ways to connect and make you smile.

Duncan

Digital Problem Solver

Our Digital Problem Solver, the tech-savvy brain who keeps everything running smoothly and brings our digital ideas to life.

Amy

Nutrition Guru

Our Nutrition Guru, guiding families to healthier, tastier meals with her expert touch on every recipe and meal plan.

Mustafa

Quality Keeper

Our Quality Keeper, the detail-focused expert ensuring every feature and function meets the highest standards before reaching you.

Olivia

Operations Pro

Our Operations Pro is the behind-the-scenes powerhouse, making sure everything runs seamlessly with her own unique flair.

Suzanne

Customer Care Champion

Our Customer Care Champion, the friendly voice making sure every question is answered with care and every interaction feels personal.

Our Mission

We believe great nutrition opens up endless opportunities. By boosting family health and happiness, we aim to unlock every child's potential and help adults live longer, healthier lives.

Our Vision

We aim to become the most trusted name in family nutrition and well-being worldwide. Beyond an app, we're creating a brand that includes educational platforms, engaging digital content, unique merchandise, and wholesome food products. Our goal is to help change the global health narrative, combat metabolic disease, and build a healthier future for all families.

Our Values

Innovation:

We're always coming up with new ways to make family nutrition fun and easy for everyone.

Education:

At our core, we're educators, giving families the knowledge and tools they need to make smart health choices and become the heroes of their own stories.

Inclusivity & Trust:

Our company is built on inclusivity and trust, creating a community where all families feel supported and connected.

Empowerment:

We empower families to take control of their health with personalised insights, innovative tools, and inspiring content.

Sustainability:

Sustainability is essential for us, promoting practices that respect our planet and ensure a healthy future for our communities.