Goodfood reached 200,000 subscribers as of August 2019,[2] an estimated 40% to 45% of the meal kit market.

[4] Goodfood was established in 2014 by Jonathan Ferrari and Neil Cuggy, two former investment banking analysts at RBC Capital Markets, under the original name Culiniste.

[citation needed] The service grew in popularity and began enrolling hundreds of subscribers per week.

Withenshaw eventually endorsed Goodfood and helped it grow in popularity across Quebec and Canada.

[6] The funds raised were earmarked for growth and were used in large part to expand Goodfood's subscriber base and facility size.