Goodfood Executive and Leadership Team

Selim Bassoul, the Chief Executive Officer & Chairman of the Board at Goodfood, directs the overarching corporate strategy and long-term vision for the online grocery platform. Bassoul manages the alignment between board governance and daily operational execution to ensure sustainable growth within the competitive Canadian retail landscape. By overseeing the expansion of meal kit offerings and pantry essentials, the Chief Executive Officer & Chairman of the Board drives market penetration across diverse regional demographics. This leadership role involves constant evaluation of supply chain efficiencies and digital infrastructure to maintain high service standards. Selim Bassoul actively monitors financial performance metrics to optimize shareholder value while maintaining the core mission of delivering fresh, convenient food solutions. Through rigorous oversight of executive initiatives, the Chief Executive Officer & Chairman of the Board secures the company's position as a leader in the Canadian e-commerce grocery sector.

Jonathan Culiniste, the Co-Chief Executive Officer at Goodfood, executes the daily operational strategy and manages the logistics of the national meal delivery network. Culiniste focuses on scaling the distribution of ready-to-eat products and kitchen essentials to meet rising consumer demand across North American markets. By coordinating with procurement teams, the Co-Chief Executive Officer ensures the consistent quality of meat, seafood, and produce delivered to subscribers. This role involves streamlining fulfillment processes to reduce delivery times and enhance the overall customer experience. Jonathan Culiniste monitors operational KPIs to identify bottlenecks in the supply chain and implements corrective measures to maintain efficiency. Through the management of regional distribution centers, the Co-Chief Executive Officer supports the company's commitment to providing fresh, accessible grocery options. Culiniste maintains a sharp focus on operational excellence to drive consistent revenue growth and customer retention.

Ziad Sarris, the Owner and President at Goodfood, drives the strategic business development and brand positioning of the company within the Canadian grocery market. Sarris oversees the expansion of the product portfolio, including bakery, dessert, and dairy categories, to capture a larger share of the online retail sector. By fostering relationships with key industry partners, the Owner and President strengthens the company's market presence and competitive advantage. This role involves identifying new growth opportunities and assessing market trends to refine the company's value proposition for cost-focused customers. Ziad Sarris manages the alignment of marketing initiatives with overall business objectives to ensure consistent brand messaging. Through the leadership of high-level commercial projects, the Owner and President supports the company's long-term financial health and operational stability. Sarris remains dedicated to scaling the business while maintaining the high standards of quality expected by the Canadian consumer base.

Bipasha Chiu, the Chief Technology Officer at Goodfood, architects the digital infrastructure supporting the online grocery platform and the Yumm value meal kit service. Chiu directs the development of user-facing applications and backend systems that facilitate seamless ordering and inventory management for customers across Canada. By overseeing the integration of data analytics, the Chief Technology Officer optimizes the digital shopping experience and personalizes product recommendations for diverse consumer segments. This leadership role involves collaborating with engineering teams to enhance platform scalability and security during periods of high traffic. Bipasha Chiu drives innovation in the digital space to ensure the company remains at the forefront of e-commerce technology. Through the implementation of advanced software solutions, the Chief Technology Officer supports the company's mission to simplify meal planning. Chiu ensures that all technological investments directly contribute to operational efficiency and improved service delivery.