Suvechha Sarkar
With the aim of making backyard egg cleaning a satisfying and enjoyable part of homesteading, the founders came up with their brand, GoodEgg. Whenever someone experiences trouble in cleaning their homegrown eggs, that is where their patented product comes in, without compromising the delicate shell. In season 17, episode 3 of ABC’s ‘Shark Tank,’ the founders had the opportunity to present their product to the Sharks and the audience, helping others understand how it can be quite helpful in daily life.
GoodEgg: Who Are They and What Do They Do?
Before GoodEgg came into existence, its co-founder, Bryce Van Leuven, carved out a unique path as a talented Filmmaker for Hello Lucid and also a Director. His wife, Amy Van Leuven, is also one of the founders, who first completed a Bachelor of Science in Psychology from Brigham Young University–Hawaii. She then went on to earn a Master’s in Social Work from the University of Denver, with a focus on Mental Health and Trauma. Ultimately, Amy became a certified Social Worker and a professional Therapist, who has been working in the field for over 10 years. The methods she often employs in her line of work include Solution-Focused Brief Therapy (SFBT), Cognitive Behavioral Therapy (CBT), and Equine-Assisted Psychotherapy (EAP).
Amy and Bryce always preferred sustainable food and loved their backyard small flocks—their ducks and chickens. However, they realized that the eggs they lay are coated with feathers, poop, and mud, which can serve as a host to multiple types of bacteria. So, they decided to clean them and went online to buy a purpose-built egg brush. However, when they failed to find such a product, it led them to brainstorm, sketch, and build the idea of the GoodEgg Brush. Amy and Bryce collaborated with several industrial designers to create 50 prototypes before patenting the actual product. The brand was launched in March 2023, along with another founder, Tim Rowberry.
Tim began his career as a co-founder of Utah Games Guild in September 2013 and worked there till October 2020. While working there, he co-founded TML Studios in 2014, followed by his role as a Producer at Track36 Studios in May 2015. He left both positions by September and December 2016, respectively. From 2015 to October 2020, he was also the President of Beard Brand Inc. By April 2016, Tim became a Creative Producer at Fade In Studio and an Independent Contractor as Producer, Writer, and Director at the Sesame Workshop the following June. He also joined Blackfin, Inc. as an Associate Producer in July 2018.
While Tim left Sesame Workshop and Blackfin, Inc. in February and December of 2018, he moved on from Fade In Studio in October 2020. While working there, he briefly served as a Creative Producer at Funny Or Die for 7 months in 2019. Since October 2020, he has been the Managing Director at Partum Novum. Tim has been working as the Director and Lead Media Producer at Lumio since January 2022 and as a Producer at ROVAN Entertainment since January 2023, before he joined GoodEgg just two months later. In the initial days, the founders successfully received a pledge of $149,227 from 3,312 backers in the Kickstarter round.
The brand’s star product is the GoodEgg brush, designed with over 650 flexible silicone nubs to help remove dirt and feathers from eggs. Its unique nest-like design helps with airflow and easy drainage. The brush can be easily cleaned by flipping it inside out and can even be washed in the dishwasher when needed. The product features grippy ridges to prevent slipping from wet hands. It is entirely manufactured with food-grade silicone. Customers can pre-rinse the egg, scrub it thoroughly, and then give it a final rinse with warm water. They can also use their 99% organic food-grade cleanser, which is completely free of any foaming agents, dyes, soap, or bleach.
GoodEgg: Where Are They Now?
Following the launch of GoodEgg in March 2023, it has gained increasing popularity among homesteaders. Customers can seamlessly purchase their products directly from their website or through Amazon. Their main product, the GoodEgg brush, is available in standard size and large/XL egg sizes, priced at just $20. Its Flock Momma 2 Pack contains both sizes at just $38, and the Feathered Family Brush Pack includes two regular-size brushes and two XL egg-sized brushes at $66. Customers can also buy their GoodEgg Wash for $15 and the Wash’s Concentrated Refill at $11. Additionally, individuals who wish to purchase the brushes of both sizes, the wash, and a refill pack all at once can buy the Full Eggcellent Kit for $55.
Similarly, GoodEgg’s Flock Family 4 Pack is available for $172 and includes a Standard Egg Size GoodEgg Brush, a Large/XL Egg Size GoodEgg Brush, and a bottle of GoodEgg Wash. They also sell merchandise items, such as T-shirts at $30, hooded sweatshirts priced at $50, and single GoodEgg Stickers available for $4 each. If a customer prefers, they can opt for the five-sticker pack for $12. The brand also has digital gift cards, starting from $10 and ranging up to $200. They are currently offering a new Shark Tank Super Bundle, which is priced at $99.45. It provides the customers with both the sizes of the GoodEgg Brush, the wash, its refill, a hooded sweatshirt, and a pack of five stickers.
Aside from that, GoodEgg also offers wholesale and retail options, allowing individuals to sell their products in their own stores. Interested candidates may also become an ambassador for the brand. They further run their own charitable initiative, named GoodEgg Gives. Through this, the brand ensures that it will donate 10% of its profits directly to assist individuals and families who are battling cancer. They utilize their social media to promote their product. In January 2025, GoodEgg collaborated with influencer Fiona Osborne, followed by a brush invention demo at the event of the National Hardware Show (NHS) in Las Vegas, Nevada, with creator TJ McCormack two months later.
In April, GoodEgg conducted a giveaway with the entrepreneur, Roo Gardening, where the winners received their Flock Essentials Pack and a Roo-ster apron. Most recently, in September, the brand successfully collaborated with Chris Berry. That same month, they conducted a giveaway in partnership with Eaton Pet & Pasture and digital creator Noah Young, where winners had the chance to win the farm’s products, along with the GoodEgg Wash kit and two of their silicone brushes. Additionally, they have continued to attract numerous positive reviews from their customers, who consistently praise the quality and effectiveness of their products.
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