Savorfull Founder Stacy Goldberg discusses life as an entrepreneur


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Stacy Goldberg, CEO and founder of SAVORFULL, discusses the progress of developing her business during the 24th Annual Elizabeth Lockwood Wheeler Lectureship on March 22 in the Dow Chemical Company Foundation Auditorium at the College of Medicine.

Stacy Goldberg, CEO and founder of Savorfull, discussed pursuing one’s passions and being an entrepreneur in her presentation March 22 at the Dow Chemical Co. Foundation Auditorium.

Goldberg is an entrepreneur in the field of public health, but originally attended the University of Michigan to become a nurse. Only during rotations and teaching pregnant women about nutrition did Goldberg realize her passion for public health. 

“I have an intense passion for nutrition,” Goldberg said. “I wake up every single day with this passion for nutrition, and that doesn’t go away.”

She then went back to the University of Michigan to earn her Master’s degree in public health. From there, Goldberg started her own company called “A Weigh in Life,” where she worked as a nutrition consultant in metro Detroit at different hospitals, athletic clubs, and grocery stores.

She quickly noticed her clients were getting great information from doctors on how to live a healthier lifestyle, but they didn’t know what to buy in stores to make this lifestyle a reality. That’s when she started her next business “What’s in Your Cart?"

Goldberg visited different stores with her client — teaching them healthy foods to buy and how to read nutrition labels. During this time, Goldberg became fascinated in “free-from” foods — meaning food free from dairy, gluten and peanuts.

She wanted people to know about free-from food, so she thought about starting her a new business. With the help of Dan Gilbert, founder of Quicken Loans and Rock Ventures, she was provided money to start her new company. This company would eventually develop into Savorfull. 

Goldberg partnered with her mom Phyllis Canvasser in this business, and it took them seven years to develop into the business they are today. Today, Savorfull is a company that partners with different free-from venders, such as KIND, to sell healthy, allergen-free products to different clients. These clients range from teams in the NBA to different colleges. 

“What we found through years of challenges is that many organizations have somebody that in charge of procurement of their food that doesn’t necessarily what to order,” Goldberg said. 

Goldberg helps her clients find food that’s nutritional and meets their needs. She also still consults and offers her clients that educational aspect. 

Goldberg shared that her path to Savorfull was not common. Most public health degrees end up working with non-profit organizations, but she made a business out of it. 

She encouraged all those wanting to become entrepreneurs to follow their passions and don’t give up. Goldberg said there were many moments when she wanted to quit, but her mom urged her to keep going. 

Goldberg is now a well-known figure in both the health food industry and the field of entrepreneurship. She works with both the NBA and NBA Coaches Association, has been featured in Sports Illustrated, and recently started her own column in the Detroit Jewish News.

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