Born with an innate passion for baking, Chennelle Diong’s entrepreneurial journey started much before she even realized it. As a child, she found immense joy in baking biscuits for her family every weekend. Little did she know that this love for baking would one day evolve into a revolutionary business.
Diong’s connection to gluten-free food began in 2008 when she met her future husband, Justin, who was diagnosed with celiac disease. Determined to continue expressing her love through food, she took it upon herself to learn gluten-free baking. She recalls buying a Gluten-Free for Dummies book to educate herself, determined to recreate every dish for Justin without compromising on taste. Years later, when she was diagnosed with markers for celiac disease herself, this journey became even more personal.
Her academic path led her to the University of Denver, where she pursued an MBA. This education laid a strong foundation for her entrepreneurial dreams, helping her develop the business acumen she would later need to build GoodLove Foods.
Career Beginnings: From Passion to Purpose
Despite her deep knowledge of baking, venturing into the food business was a new challenge. The idea for GoodLove Foods took shape when she realized a significant gap in the market—there were barely any high-quality, celiac-safe frozen gluten-free baked goods available. She started experimenting with gluten-free recipes, determined to create products that matched the taste and texture of traditional baked goods.
Her first breakthrough came with gluten-free biscuits, a reimagination of her childhood specialty. The real test was when her father-in-law, a Tennessee native with a deep love for biscuits (and no gluten intolerance), was surprised by how delicious they were. Encouraged by this, she expanded her offerings to include cinnamon rolls and puff pastry—items almost non-existent in the frozen gluten-free market.
The Birth of GoodLove Foods: Overcoming Challenges
Starting a business was not easy. In the early days, Diong personally handled everything—from production to delivery. She would drive 60 miles one way to a commercial kitchen in Colorado Springs to manufacture her products while living in Littleton. Before setting up a shipping system, she personally delivered orders, often leaving handwritten notes to connect with her customers.
A turning point came when she got the opportunity to acquire a dedicated gluten-free kitchen facility. Though it was a risky financial move, she knew that having an FDA-certified facility in Longmont would allow her to scale production without compromising on quality. This decision paid off, giving GoodLove Foods the controlled environment necessary to maintain its celiac-safe promise.
Success and Market Recognition
Diong’s relentless pursuit of excellence soon began to bear fruit. In 2023, she participated in several business pitch competitions, despite initially being nervous about public speaking. Her confidence grew with every presentation, and soon, GoodLove Foods was winning competitions, including the CSU Spur Colorado Pitch Slam and Denver Startup Week’s pitch event.
Business growth followed. In late 2023, GoodLove Foods tripled its revenue, with products selling out within minutes of being restocked. Her social media presence skyrocketed, with an Instagram following exceeding 66,000. A viral video showcasing her gluten-free products gained over 3 million views, bringing national attention to her brand.
Innovation and Market Expansion
Unlike other gluten-free brands offering dry mixes or pre-baked goods, GoodLove Foods introduced a new concept: frozen, ready-to-bake gluten-free products. This innovation set them apart and addressed a key need for customers who wanted fresh-baked gluten-free goods without complicated preparation.
Their product line, including biscuits, cinnamon rolls, puff pastry, and pizza crust, quickly gained popularity. As demand increased, GoodLove Foods expanded its reach through local retailers and direct-to-consumer shipping across the U.S. Despite the high costs of shipping frozen goods, Diong knew this expansion was crucial for growth.
Lessons in Entrepreneurship and Future Vision
Chennelle Diong’s entrepreneurial journey is a testament to the power of persistence. She faced countless challenges—logistical hurdles, financial risks, and market competition—but her unwavering belief in her products kept her going. Her approach to business is simple: create products that solve real problems and never compromise on quality.
As GoodLove Foods continues to grow, Diong remains committed to serving the gluten-free community with high-quality, safe, and delicious products. Her vision is to make GoodLove Foods a household name, offering solutions that bring people together, regardless of dietary restrictions.
Conclusion
Chennelle Diong’s story is one of passion, perseverance, and innovation. She turned a personal challenge into a thriving business, proving that true success comes from identifying a need, staying committed to quality, and embracing every challenge as an opportunity. Her journey serves as an inspiration to aspiring entrepreneurs—showing that with determination and a clear vision, dreams can be turned into reality.
Shark Tank US S16 EP12 Feature Company
You can read founder’s biography of Shark Tank US Season 16 Episode 12 Feature Company and inspire yourself. You can also create your own bio profile and biography on linkg.bio.
- Kiid Coffee Founder’s Biography
- Goodlove Founder’s Biography
- Happy Birdwatcher Founder’s Biography
- Remento Founder’s Biography
Total Views: 16