Company: Tastes Good Does Good Group
Founder: Greg Wixted
Website: https://www.tastesgooddoesgood.com/
About Tastes Good Does Good Group
“Tastes Good, Does Good” is a purpose-driven food and hospitality group that prioritizes people, purpose, and planet over profit. They dedicate 15% of their revenue to combatting food inequality, breaking the cycle of poverty, and fostering a more equitable food system.
This is achieved by donating ingredients, food, meals, and equipment to food charities, and by funding internal food and hospitality business ideas. Once these ventures are established, profitable, and growing, “Tastes Good, Does Good” gifts 75% shareholding to talented chefs and food enthusiasts from disadvantaged backgrounds, including those with lived experiences of poverty and the LGBTQ+ community. These recipients, in turn, commit to the same purpose-driven model.
Each new business benefits from a year of support within their 2,700 sq. ft. production facility, including training, mentoring, supply chain access, and marketing expertise. This approach contrasts with traditional entrepreneurial models focused solely on profit, creating a sustainable ecosystem that nourishes both people and the planet.
In October 2022, Cakery Wonderland opened, achieving profitability within its first three months through successful online afternoon tea boxes and in-person events. Leveraging data, trends, and insights to identify underserved segments within the catering and hospitality sector, they have launched four additional businesses: Wonderland Events, specializing in bespoke experiences and home fine dining; A Wonderful Life, dedicated to celebration-of-life event planning; Sugar Daddy London, their retail offering; and Wonderland Experiences, their foray into experience tourism. Additionally, Britain Loves Baking, their baking academy, aims to provide free baking education to children living in poverty, expanding upon the success of their existing Wixted online baking kits.
“Tastes Good, Does Good” has ambitious goals for the next decade: to launch and gift 100 businesses, create 1,000 jobs, generate £250 million in revenue, and lift 100,000 people out of poverty. Their success is measured not by profits or accolades but by empowering young chefs and foodies, strengthening communities, and building a fair and equitable food system. A 25% retained ownership will be entrusted to their foundation, ensuring the sustainability of their purpose-driven model as they expand their global network of socially responsible enterprises
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