Sisters Claudia and Kezia Pasaribu are redefining gluten-free snacking through Goodbake, their Calgary-based bakery specialising in crunchy, allergen-friendly brownies. Operating under their company Thousand Market—a nod to their Indonesian heritage—the entrepreneurial duo has transformed a family-favourite recipe into a growing business that addresses a common market gap: delicious gluten-free treats that don’t compromise on taste or texture. “Most gluten-free snacks are gritty, bland, or overly processed,” explains Claudia, who juggles the business alongside raising two boys and working full-time, while her sister Kezia balances production with full-time studies and parenthood. Currently available online and in select Canadian stores, their premium chocolate brownies have earned a loyal following, particularly among market-goers who express surprise upon learning the crunchy treats are gluten-free. The sisters aim to expand their retail presence this year, allowing them to step back from weekend markets and focus on family time—a challenging balance that exemplifies their commitment to both business success and maternal priorities.
Who is answering the questions, and what is their position?
Claudia Pasaribu, Co-founder of Goodbake.
What is your business called, and what does it do?
Our business is called Goodbake and operates under our company, Thousand Market. “Thousand Market” is an Indonesian translation of our last name, Pasaribu. Naming our company this way is our way of honouring our heritage. At Goodbake, we make delicious, crunchy brownies using simple ingredients. They’re gluten-free, nut-free, and baked right here in Calgary.
What made you want to do this work?
My sister and I have always had an entrepreneurial spirit and love trying new things. We’re also moms to young kids—I’m raising two boys, and Kezia has one. We first started baking our crunchy brownies at home, and they quickly became a hit with both kids and adults. Plus, Kezia and her husband have a background in the food and bakery business back in Indonesia, so experimenting in the kitchen and creating a great recipe came naturally to us.
What problem did you want to solve with the business?
Most gluten-free snacks are gritty, bland, or overly processed. We wanted to change that by making rich, chocolatey brownies that everyone—kids included—would love. Our goal is simple: good ingredients, snacks that make us feel guilt-free.
Who are your customers?
Honestly? We want everyone to enjoy our brownies! They’re perfect as a kid-friendly snack or snacks for adults. Plus, we made them inclusive, so people with gluten sensitivities or nut allergies can enjoy them too. They’re also great for anyone who cares about ingredients. We always read labels when shopping for ourselves and our kids, so we made sure our brownies are made with simple ingredients you can recognise and understand.
How does your business make money?
Right now, our crunchy brownies are available on our website, Amazon, and in a few select stores in Canada. This year, our goal is to expand into more retail locations and B2B partnerships, so we can step back from weekend markets and spend more time with our families.
What is the best question a prospective customer could ask a member of your profession when comparing services? Give the answer as well.
What makes your brownies different from other gluten-free snacks?
Many gluten-free snacks out there sacrifice either taste or texture, which is why kids often won’t reach for them. We’ve put in the effort to create a brownie that’s not only crunchy but also packed with rich, premium chocolate flavor. At Goodbake, we believe everyone deserves a treat that feels like an upgrade, not a compromise.
What is the best part about what you do? What is the worst part?
The best part: Meeting both our loyal and new customers at the markets. It’s so rewarding to see people’s reactions when they try our brownies and say, “Wait, this is gluten-free?!”
The worst part? Balancing production, selling, and growing the business—all while managing everything else in life! I’m working full-time, and Kezia is studying full-time. Between that, running the business, baking, selling at weekend markets, and being moms, it’s a lot to juggle. Finding balance has definitely been one of our biggest challenges. But we love what we do!
What is your favourite joke about your own profession?
Why did the mom sit down with a cup of coffee? Because it’s the only time she gets to espresso herself! (Just kidding—we don’t get a lot of sit-downs!)
Where can we follow you?
You can find us on Instagram at @goodbakeofficial, where we share all the latest updates and promotions about Goodbake!
PAY IT FORWARD: What is another local business that you love?
Curry Co. Authentic Thai Curry.
Our friends, Maris and Tanya, are a wonderful couple who craft delicious and authentic Thai curry here in Calgary. We’re lucky to share a kitchen space at Culinary Coworking, and their curries are gluten-friendly too!
