Elemental Herbs, Inc. makes the All Good lifestyle brand of products. The vision of the brand is to live and inspire others to live in balance with nature. It began with Caroline Duell, a massage therapist and outdoor enthusiast who, after working in emergency care and studying alternative medicine at the University of Vermont, had the vision to create a product that would harness nature’s power to heal. She first developed what was to become All Good Goop healing balm in 1998 on a northern California organic family farm where she lived and worked, initially using her product for herself and friends. After giving this magical healing balm away for years, and consistently hearing how much it was helping people, she decided to share it with the world.
In 2006, the company was established, and continues to grow today with a diversity of organic body care offerings. Caroline’s husband, Ryan Rich, joined in 2008 taking charge of All Good sales and brand building. Together they have developed and created eight new product lines, including: mineral sunscreens, healing and lip balms, deodorants, hand sanitizers, body lotions, coconut oils and a pain relief spray. All Good products can be found online, and nationwide in Whole Foods, Patagonia, and other natural product stores and sports shops.
The All Good team with 12 employees is now headquartered in Morro Bay, California, where they renovated a downtown warehouse into an eco-friendly environment for offices, inventory, and shipping. The company’s new space has been a source of true economic development for the small town of Morro Bay with its population of just 10,400 people. Just up the road is Caroline and Ryan’s organic farm where they grow herbs for All Good products and food for their team. The farm also serves as a playground for company gatherings, venue for non-profit partners, and campus for a local nature school.
They are proud to be a Certified B Corporation, meaning they consistently meet sustainability standards and strive to solve social and environmental problems through the power of their business. In addition, they belong to “1% for the Planet,” donating one percent of annual sales to the organizations that support sustainability initiatives or protect natural resources. Through nonprofit partners and efforts like these, Caroline and her team have raised over $70,000 for environmental causes.
Along the way, Caroline and Ryan found comfort in local resources all over the central coast community, including the Cal Poly SBDC for Innovation. The SBDC was helpful in guiding the All Good family through the new challenges they faced in their transition to the new space last year, providing support with cash flow analysis, supply chain assistance, as well as marketing and sales.