The Girl Boss Behind GoodnessMe Box


When it comes to boss babes, Peta Shulman is right up there. This savvy entrepreneur is the brains and beauty behind GoodnessMe Box, the health food sampling subscription that’s taken the nation by storm. But you know what they say… behind every great brand, is a great leader, and Peta Shulman is case in point. After struggling with an autoimmune condition that sent her health into a downward spiral, Peta immersed herself in a wholefood diet, cutting out all processed and refined foods in an effort to strengthen her immune system. After just three months, she started to feel better, and after just nine months, her doctors couldn’t believe how much she’d managed to improve her condition in such a short amount of time. 


This experience taught her that food truly was medicine, and she wanted to do and know more, and figure out a way that more people could benefit from it. And so, GoodnessMe Box was born. It’s far from a secret that we love a good #girlboss story, so we sat down with Peta to talk all things business.




Have you always been into health and wellness?


Growing up, I was never that conscious about my health. I was naturally athletic and played a lot of different sports, but I didn’t pay attention to the food I was putting into my body until the age of 21. Up until then, I consumed a lot of processed foods. For example, I’d eat refined white bread for breakfast, chips for snacks, and frozen food for dinner. If only I knew what I know now!


If so, where did that stem from? Did your parents bring you up with a focus on good nutrition?


To be honest, nutrition wasn’t a key focus in our household. Both of my parents worked full-time, so when it came to food, convenience was a priority. My interest in health and wellness began when I finished university and started working as a publicist in the preventative health sector. It was exciting to be a part of the fairly new ‘preventative health’ industry, and during that time, I learnt a lot about the vital role nutrition – along with exercise, stress and hormones – plays in overall health.


At what point did you start GoodnessMe Box? What was the catalyst that inspired you to launch the business?


As I was treating and eventually managing my autoimmune condition, I learnt so much about the benefits of eating a wholefood diet. It was powerful, and my results were proof of that. I loved researching the different kinds of foods that were out there, and I really immersed myself in the health world. It was interesting and inspiring, and I wanted to be a part of that. I wanted to share exactly what good food had done for my health. I began to think, what if other people could benefit from this? What if I could turn my passion into something more?


This formed the GoodnessMe Box philosophy. Delivering monthly 6-10 surprise health food products and samples to your door, curated by a team of health practitioners – and they’re all natural, GMO-free and clear of artificial nasties. I wanted to show that eating pure and wholesome food is equally delicious and fun!




Did you have any business experience?


I didn’t have experience running a business, but I was always curious about and interested in the inner workings of my office. I wanted to understand how systems ran, and the reasoning behind decisions big and small. I quickly realised that running a business involves being across all aspects, from finance and marketing to customer service, operations, design and tech. I knew my strengths, and I also knew I wasn’t and couldn’t hope to be an expert in every field, which is why I now surround myself with a team of people that are knowledgeable and very good at what they do.


What have been some of the biggest challenges you’ve faced?


The #1 challenge has been growth, and I’m lucky for it! From day one, GoodnessMe Box was a fully operational business, and in just a few short months, I found myself managing a team, as well as multiple suppliers and thousands of customers. On top of that, I was looking after logistical relationships as well as internal systems and processes.

Since I’d never run a business before, I knew I had to put in the work. It was a matter of sink or swim! I had to make quick decisions. We did everything we could to keep customers happy and foster our external relationships, all while trying to innovate, build the brand and carve out our niche in the market.


What are some of your non-negotiable daily rituals and why are they so important?


  • Getting 8 hours of sleep. It’s essential to our health and wellbeing, and I really feel a difference when I don’t sleep enough or well.
  • Drinking bone broth. I swear by this, and have a small mug each and every morning to boost my gut health.
  • Doing exercise – I mix it up and go for a walk, pilates or a weight class 4-5 times a week.
  • Eating mindfully. Before I eat, I stop, slow down and breathe, then go on to eat my meal slowly and mindfully. I know that good food = good health in the long-term, so I take the time to appreciate it.
  • Probiotics and zinc. These are the two supplements I take religiously, twice a day, every day.
  • Reading the ingredients and nutritional panel of food labels. When I shop, I look for food that’s as close to its natural state as possible, and GMO-free. This is the GoodnessMe Box philosophy, and one of my daily habits.
  • Nighttime ritual – To unwind I usually turn off social media and curl up with a good book. Right now I’m reading First, We Make the Beast Beautiful by Sarah Wilson (which I highly recommend!).


What is the best piece of advice you’ve ever been given?


I read this advice in a book once, and have held onto it ever since:


You are one of a kind. Your character traits are a kind of chemical mix that will never be repeated in history. There are ideas unique to you, a specific rhythm and perspective that are your strengths, not your weaknesses. You must not be afraid of your uniqueness and you must care less and less what people think of you… The world can’t help but respond to such authenticity.


We have 5 GoodnessMe Boxes to give away! 


Want in? Tell us in 25 words or less, how health food inspires you? 





The “GoodnessMe Box” competition is a competition of skill and Australia only. The MNB Team will select one competition winner based on creativity, originality, and adherence to the brief set out in the MNB blog post. To enter, you are required to answer the following question, “Tell us how health food inspires you? “This competition closes on July 21 at 5pm EST. Each entry will be judged on the basis of creativity and originality. Please leave your email address so we can contact you with your prize.



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