GOODNESS was borne out of my Masters program at the London School of Economics. My area of interest lies in public health and sustainability. Thinking about food and tracing it from farm to table provided the perfect intersection of these two subjects. My fascination with food and food supply chains inspired me to write my dissertation on the future of feeding urban populations in light of climate change, with a particular focus on a biotechnology known as “Vertical Farming”.
My research for dissertation is what solidified my path to create and launch GOODNESS. The word GOODNESS is meant to resonate on many levels: GOODNESS for your senses, GOODNESS for your body, GOODNESS for the community, and GOODNESS for the planet.
The first manifestation of GOODNESS was in the form of a pop-up restaurant at 2011 and 2012 New York Fashion Week (goodnesspopup.com). Every day, the GOODNESS pop up hosted a different chef and a different menu with locally sourced and seasonal ingredients. In our incredibly successful two seasons at New York Fashion Week, the GOODNESS pop-up hosted some of the biggest names in the NY culinary scene, including Mario Batali (Babbo), Alain Allegretti (Promenade des Anglais), Robert Newton (Seersucker), Chris Rendell (Whitehall), Leo Forneas (The Robert), Nick Wilbur (The Fat Radish), Julian Medina (Toloache), and Ed Brown (Ed’s Chowder House). Additionally, GOODNESS popped up at Iceland’s 2012 March Design Festival, where it fed over 1200 people in 3 days and was met with great enthusiasm.
In 2013, Vogue approached me to resurrect GOODNESS as a show on their new channel. The show “Elettra’s Goodness” is centered around guest’s avorite dishes, conversation, and food. The result has been a fun, popular series with guests including Blake Lively, Seth Meyers, Grace Coddington, and many more. There are more “Elettra’s Goodness” episodes to come in Fall of 2013.