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OUR STORY

Nature brings a lot to the table. From botanical medicines to feel-good vibes, All Good was founded by meeting nature at the table and not adding much else.

Back in the olden days (the 90s), All Good’s founder, Caroline, whipped up her first batch of plant-based hand salve for her merry band of climbers, farmers, and makers. She called it, poetically, All Good Goop: a glob of pure n’ simple organic ingredients that smelled like a dream and worked like a charm. The rest, as they say, is herstory.

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Fast forward and All Good is a certified B Corporation with a more than triple bottom line business: We measure our success by environmental, social, and economic vitality. In the same way that our products are good for the people, it’s important that our business is good for the community, our customers, our vendors, and the land from which they are sourced. The All Good Team is headquartered in Morro Bay, California and just up the road is our organic farm where we grow herbs for the products. We also support environmental restoration and education projects through our partnership with 1% For the Planet.
As our branches extend, our roots grow stronger. From our products to our packaging to our “corporate machine,” we’re committed to living and inspire others to live in balance with nature. It’s our responsibility to be good stewards and take care of the habitats and communities that take care of us. This way, All Good Makes Everybody Better®.
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OUR JOURNEY

1997
“Best friends” Caroline and Ryan go on their first date – a ski trip in Crested Butte (we'll hold for "awws")
1997
1998
C + R move to Marin, CA to attend massage school; Ryan gets a job farming, Caroline guides rock climbing trips

Caroline designs an herbal garden based on medicinal needs -- headache, skin, relaxation sections. She notices that certain plants grow well together and starts creating potions based on plants that thrive together
1998
1998
All Good Goop is invented and Caroline gives it away as presents to friends and family (raise your hand if you remember those vintage All Good Goop labels)
1998
1998
Caroline starts selling All Good Goop at farmers markets and out of her car to masseuses, hippies, and climbers
1998
2003
C + R move to San Luis Obispo, CA and buy a Hells Angels junkyard with 2 friends; they remove 40 junked cars and endless dumpsters full of scrap metal and trash; this is the start to their permaculture oasis
2003
2005
Still a one-woman show, Caroline moves All Good Goop production out of her house and into Morro Bay Community Kitchen (spoiler alert: where All Good still resides)
2005
2006
First official retailer: Al from Good Earth in Fairfax tells C to make a label and a UPC code. We’re officially in business under the name “Elemental Herbs”

We immediately become a member of 1% for the Planet.

Start selling in health food stores and specialty outdoor shops. Our delivery truck is a home-rigged biodiesel van.

Caroline and Ryan (hold again for the "awws") get married, and continue mixing work and pleasure
2006
2006
The stronger our branches, the deeper our roots
Our friend Burr designs a new label. We beg/bribe him to join the team. He’s in for life.

We hire our first official employee, Audrey (she’s still with us)!
2006
2007
Jordan Romero (the youngest person to climb the highest peaks on each of the 7 continents) becomes our first All Good Ambassador
2007
2009
We become a certified B-Corporation

Sales in 500 stores nation-wide!
2009
2010
Winners of the Green Business Award from San Luis Obispo Chamber of Commerce
2010
2011
The team grows to 5 full time employees (and a kid)
2011
2013
"Wizard of Oz" Journey
We set out to rebrand from “Elemental Herbs” to something new. We do a deep dive into our essence and what name would be perfect, through the process we realize we had it all along: “it’s just all good." We rebrand to “All Good”
2013
2014
Start making deodorants. Armpits everywhere rejoice
2014
2015
Winners of the Best Family Run Business Award from SBDC

Second baby born!

Moved from an 800 sq ft office to 8000 sq ft warehouse.

Bring on warehousing and ship out with an all woman team to customers globally
2015
2016
All Good goes international - to Canada and beyond!

Attendance to the Coral Reef Symposium inspires action on educating about safe sunscreen choices
2016
2018
Hawaii passes legislation to protect the reefs and our Reef Friendly activism ramps up

We join OSC2 of Sf bay area businesses to connect with fellow changemakers
2018
2019
Honored as Best for the World as a B Corp (2018 and 2019)

We added 5 full time new employees, hosted killer interns, we shut down offices to march for climate, and nearly doubled our giving to 20 environmental organizations locally and globally
2019
2020
We’re officially a carbon neutral company by measuring, reducing, insetting and offsetting emissions.

First business in Morro Bay, CA to be a Certified Green Business
2020
FUTURE
More international and domestic expansion, innovative leadership, seeking agricultural solutions as drive for product development, continuing to make products that delight our customers’ total aesthetic, physical and philosophical
FUTURE