$1Mfor 10%
Protein Candy
Valued at $10M
The pitch
Richa and Rhea Gupta from Toronto, ON, pitched Good Food For Good in Season 14, Episode 6, asking the Dragons for $200K for 10% of the company.
- Asked for$200K for 10%
- Valuation$2Mimplied by the ask
- OutcomeDealwith Manjit Minhas and Michele Romanow
- Final deal$200K for 30%valued at $667K
Offers in the Den
| Dragon | Offer | Result |
|---|---|---|
| Lane Merrifield | Not an expert in food and beverage, out | Out |
| Arlene Dickinson | Concerned about focus for next stage of growth, out | Out |
| Vincenzo Guzzo | Valuation too high, out | Out |
| Manjit Minhas | $200,000 for 20%, later joined with Michele Romanow for $200,000 for 30% | Accepted |
| Jim Treliving | Agreed with 10% equity being too high, out | Out |
| Michele Romanow | $200,000 for 20%, then joined Manjit Minhas for combined $200,000 for 30% | Accepted |
Richa, from Toronto, Ontario, and her daughter Rhea asked for $200,000 for 10% of Good Food for Good, a social food enterprise making ketchup and barbecue sauces sweetened exclusively with dates instead of sugar. The ketchup has one gram of sugar per serving, 75% less than traditional ketchup, is certified organic, and retails for $7.99; it is sold in about 1,500 stores including Loblaws, Sobeys, Save-On-Foods, Federated Co-op and Whole Foods. The company generated just over $600,000 in revenue in the past 52 weeks, is run by a three-person team, is not yet profitable due to reinvestment in growth, and has funded meals for about 250,000 people through a buy-one-feed-one program.
Lane Merrifield, Arlene Dickinson, Vincenzo Guzzo and Jim Treliving went out, citing lack of food industry expertise, the difficulty of the next growth stage, high valuation, and the small equity offered. Manjit Minhas and Michele Romanow each separately offered $200,000 for 20%, then combined their offer to $200,000 for 30%, which Richa accepted.
Pitch details from CBC’s Dragons’ Den pitch page.
Good Food For Good today
- StatusIn businessLast checked September 2026
Good Food for Good has grown fourfold, from $600,000 to $2.6 million in sales, since appearing on Dragons' Den where Manjit Minhas and Michele Romanow both invested. The company has expanded distribution across the United States after establishing itself across Canada, and is developing a new plant-based Bolognese sauce with pumpkin seeds through its copacker.