Exploring Life & Business with Chennelle Diong of GoodLove Foods

Today we’d like to introduce you to Chennelle Diong.

Chennelle, we appreciate you taking the time to share your story with us today. Where does your story begin?
It all began when my desire to start my own company intersected with my love for cooking, my creative background, and subsequently the love of my life. My partner of almost 15 years was diagnosed with Celiac Disease in the early 2000s and being with him led me to recognize the importance of gluten-free options and the impact they can have on people’s lives.

Fast forward a few years after being together, I was also diagnosed with the markers for celiac and my passion for creating delicious GF food went into overdrive! As far back as I can remember, food has been my love language. Experiencing firsthand the struggles that food restrictions can cause emotionally and physically, and witnessing the challenges my partner faced daily in finding safe and delicious gluten-free products, is what inspired me to look at the bigger picture in making a difference in the community as a whole.

When I started thinking about what type of food business appealed to me most and one that could achieve the most impact, I knew that it had to be a CPG product. Of course, I did my market research but what I dove into first was brand development. I could geek out all day on branding and design! While working with my amazing graphic designer on GoodLove Foods’ identity and logos, I began prototyping our first product, i.e. the Gluten-Free Buttermilk Biscuits. It was also in this stage that I focused on a frozen, ready-to-bake line as opposed to something shelf stable.

Since officially launching in July of 2021, we’ve added 2 more products to our line-up: GF Cinnamon Rolls with Icing and GF Puff Pastry. We also ship all over the US, we offer local delivery in the Denver Metro area, and we just started stocking local retailers. You can find our products at Lucky’s Market in Fort Collins and Boulder and Leevers Locavore in Denver.

From the beginning, my mission has been to provide happiness and joy again to those individuals with gluten-related issues that struggle with limited food choices, social exclusion, and the constant fear of cross-contact or “being gluten.” My vision is to grow GoodLove to a national retail level, not just for the sake of becoming a household brand, but also to provide access for those who truly need it.

Ultimately, we hope to create a community that understands the value of what we’re doing and bring people together, whether you’re a GF eater or not, through our shared love of food.

I’m sure you wouldn’t say it’s been obstacle free, but so far would you say the journey has been a fairly smooth road?
This road hasn’t been smooth sailing. There have been bumps here and there and challenges to overcome, but overall, I’ve loved every moment! The frozen food category has, I’d say, more hurdles than shelf-stable products, and before launching I didn’t take into account all the additional costs associated with a frozen food product. And before diving into the CPG industry, I knew very little about licensing, certifications, FDA compliance, etc., and had to learn that along the way. And man, am I still learning!

I’m constantly pushing myself and growing as GoodLove grows. I’ve reached a point where I don’t let my self-doubt get in the way of my goals either, which is a huge problem for most entrepreneurs. For example, I didn’t think I was ready to head to Anaheim for the annual Natural Products Expo West back in March, let alone apply for their pitch slam competition.

On the last day applications were being accepted, I clicked on the link and said, “What the hell,” and just went for it. One month later, I was selected among the top ten semi-finalists in the US and pitched GoodLove Foods on the main stage. It was an experience I’ll never forget and also would not have experienced unless I made the jump.

When it comes down to it, even in the grind, it’s the positive feedback and touching stories from our customers that have made it all worthwhile and keep me going. Hearing how our products have made a real difference in their lives, enabling them to enjoy food without fear or compromise, fuels me to keep innovating and expanding our GF offerings.

Thanks – so what else should our readers know about GoodLove Foods?
GoodLove Foods is a gluten-free CPG brand specializing in frozen, ready-to-bake faves like buttermilk biscuits, cinnamon rolls with icing, and puff pastry. Our mission is to de-stigmatize what it means to be “gluten-free” with food options that are celiac-safe AND delicious enough for all!

We want to bring back joy to people’s lives affected by celiac disease and other gluten-related restrictions in a way that hasn’t been offered or marketed as such, i.e. by creating safe GF options that anyone can enjoy, celiac or not. I think that most folks who don’t have to watch their diet as stringently as say, celiacs, don’t realize that food restrictions can cause social anxiety and relationship issues.

Food is meant to be shared. Food is what most celebrations, gatherings, dates, meetings, and parties, are centered around. When you throw a dietary restriction into the mix, it can leave people feeling left out and depressed. What we aim to achieve through our food is a feeling of care and togetherness. That’s what our brand is all about, which is sharing that good, good love.

What sort of changes are you expecting over the next 5-10 years?
If we’re just talking about gluten-free food, the industry is only going to grow and the market demand is only going to increase! Just in the US alone, there are over 33 million folks that eat gluten-free. These are your celiacs, gluten-intolerant, and those who just prefer to eat GF.

What most people are realizing now is that eating gluten-free is truly a way of life and not a diet trend. When you’re diagnosed with celiac disease, it’s GF for life! With that in mind, one of the biggest shifts when it comes to GF-labeled food is the need for safe products. Even though we’ve seen an influx of GF products on the market, many times they are not manufactured in a 100% gluten-free facility or contain other ingredients that many folks can’t enjoy, like nut, seed, or oat flour.

As I developed the brand and values, I knew that safety had to be number one, so not only can we say that we are a gluten-free product, but we can also say we are manufactured in a 100% GF facility and all of our raw ingredients are either GF certified and/or also produced in a 100% GF facility. It’s these details that matter and will make the most impact on emerging brands and discerning customers.

Pricing:

• Buttermilk Biscuits retail at $11.99 for a pack of 6
• Cinnamon Rolls with Icing retail at $12.99 for a pack of 6
• Puff Pastry retail at $11.99 for a pack of 3 sheets

Contact Info:

• Website: https://goodlovefoods.com/
• Instagram: https://www.instagram.com/goodlovefoods/
• Facebook: https://www.facebook.com/GoodLoveFoods
• Linkedin: https://www.linkedin.com/company/goodlovefoods/