Breaking News2025 Food and Beverage Trends

The Good Food Collective Takes Shape

Founding brands including GoodPop, LesserEvil, and Quinn champion better food labeling and clearer standards to help consumers make informed choices

IMAGE COURTESY OF: The Good Food Collective

GoodPop teamed up with founding partners LesserEvil, Quinn & Evergreen to launch The Good Food Collective (GFC), a coalition of leading food brands, organizations, and experts taking bolder steps to advocate for greater transparency, higher standards, and innovation in the food industry. The collective has a goal of recruiting at least 30 members by the end of 2025.

In the midst of a pivotal decade in US food policy, where customers are more conscious (and overwhelmed) than ever by the many options in a grocery store, GFC harnesses the collective power of like-minded brands to push for greater clarity and integrity in food labeling, ingredient standards, and consumer education. The collective's ultimate goal is empowering and enabling busy consumers to make well-informed decisions for themselves and their families without the burden of decoding complex and misleading labels.

Additional members include Interact Brands, which led the GFC's proposed design of an alternative nutrition label, Actual Veggies, Sweet Nothings, Daily Crunch, Rudi's Bakery, New Primal, Dr. Praeger's, Sunnie, Little Sesame, Harken Sweets, Lentiful, Paktli, Sattva Vida, Brass Roots, I Eat My Greens, Globowl, Huxley, ZICO, Plantstrong, Culture Pop Soda and others to be announced.

"We believe that every person deserves access to honest, transparent information about the food they consume," said Daniel Goetz, GoodPop founder and CEO. "By raising our standards across the board, we can create a healthier, more informed future for all consumers. Our goal is to advocate for regulation that both encourages fair play and allows for innovation. This has been a goal of mine since I founded GoodPop, and I'm honored to tackle it with the strength of the collective."

Their first major initiative focuses on improving nutrition labels. Earlier this month, the GFC submitted a formal comment to the FDA's proposed rule on Front-of-Pack Nutrition Labeling, emphasizing the need for more effective consumer-friendly warnings and education for products high in added sugars, sodium, and saturated fats. The group designed an improved label and submitted its recommendations before the FDA's public comment deadline, which closed on July 15, 2025.

"LesserEvil is on a perpetual mission to make healthy, organic, less-processed, and sustainable snacks more accessible to everyone," said Charles Coristine, president and CEO at LesserEvil. "In our perfect world, every consumer would have access to healthy snacks and the resources to know exactly what goes into every item they're feeding to their families and themselves -- from sourcing to packaging and everything in between. That's why we're so excited to be a part of the Good Food Collective with GoodPop; their mission echoes our own, and we're confident that together we'll be able to make a real difference."

Design is at the center of this first initiative and leading branding and design agency, Interact Brands, created a proposed label including a graphic QR code where consumers can easily access nutritional information and learn about the risks of consuming excess added sugars, sodium and saturated fats. The design was informed by the collective's consumer research that found that 76% of respondents are likely to scan the QR code on the front of the product package with the note 'scan to learn more'. Additionally, while only 40% of those surveyed said they are typically "confident they understand existing Nutrition Facts Labels", 86% said that the new GFC-proposed version would make it "easy to select healthful foods".

All members of the Good Food Collective pledged to continue to uphold the group's standards around ingredients and packaging transparency (i.e., the visuals and ingredients on the package reflect the product's contents).