Catch up with Chennelle Diong, founder of GoodLove Foods and alum from last summer’s inaugural BASE Camp cohort
It has been a busy year for GoodLove Foods. Since finishing Entrepreneurship@DU’s BASE Camp Accelerator last summer, Chennelle Diong has made major strides with her gluten-free baked goods.
Diong has pitched her business at several pitch competitions to network and help expand brand awareness. She was selected as one of ten semifinalists at Natural Products Expo West, the largest Consumer Packaged Goods (CPG) expo in the USA, and one of the largest in the world. This year’s attendance was over 60,000 people. The event was a “pitch slam,” and Diong pitched GoodLove Foods on the mainstage. Another milestone was awarded to Diong and GoodLove Foods by the Colorado Food Works Association. She was awarded “Brand Builder of the Year,” an amazing industry-focused accolade. More recently, she won first place in the Colorado Collision Pitch Competition.
Diong has done more than just build the brand of GoodLove Foods—she has also joined the University as an adjunct professor with Entrepreneurship@DU. She teaches the E@DU Sprint on Branding & Messaging, where she shares her firsthand experience of establishing the GoodLove Foods brand in the marketplace. She will also serve as a mentor for this summer’s BASE Camp cohort, as well as teaching a module on branding and messaging during the accelerator.
A Celiac Camper enjoys a gluten-free biscuit donated by GoodLove Foods
“It feels full circle, sharing what I’ve experienced and learned since BASE Camp,” Diong says. “I have a strong connection to DU and am thrilled to give back to the community.”
As for GoodLove Foods, the business continues to grow at an impressive pace. Her fulfillment partner has made it possible for GoodLove Foods to ship products all across the country, which has given Diong more time to pursue retail partnerships. This year, GoodLove started appearing on shelves at four local independent retailers, including Lucky’s Market, Leevers Locavore and Stalk Market Foods. Currently, Diong is improving the company’s distribution model and pursuing retail partnerships outside Colorado.
As GoodLove Foods continues to grow, they are planning on expanding their team and hiring more employees, while also investing back into the community. The company has partnered with Celiac Camp, a summer camp in California for kids that have celiac disease or other food intolerances. Celiac Camp reached out to Diong for a donation, and GoodLove Foods was able to provide 200 biscuits and 200 cinnamon rolls, which were a hit with the campers. Diong hopes to partner with more nonprofit organizations that address food insecurity, since celiac disease and other intolerances can be an additional obstacle for families struggling to put food on the table.
We are proud to see our BASE Camp alumni continue to grow their businesses and give back to the community. We can’t wait to see what’s next for Diong and GoodLove Foods.