GoodEgg Shark Tank Update — Shark Tank Season 17
From backyard ducks to boardroom deals, how GoodEgg cracked the Sharks’ curiosity and landed a partnership with Chip and Joanna Gaines on Shark Tank Season 17.
Amy & Bryce Van Leuven and Tim Rowberry came to the Tank with a quirky yet practical innovation, an egg cleaning device, pitching their brand, GoodEgg.
Shark Tank Season 17 Episode 3 starts off with Chip and Joanna Gaines as the first-ever couple guest Sharks of the day, breaking the Shark Tank Code. Let’s get back to where we were and dig deeper into GoodEgg.
So, the question that looms is: Did the founders manage to crack a deal, or did their niche kitchen gadget fail to impress the Sharks?
About GoodEgg
| Category | Details |
|---|---|
| Business Name | GoodEgg |
| Founders | Amy Leuven, Bryce Van Leuven and Tim Rowberry |
| Industry | Food & Beverages |
| Product | Egg cleaning device |
| Investment Asked | $200,000 for 10% equity |
| Deal Status | Deal secured with Chip Gaines and Joanna Gaines |
| Deal Outcome | $200,000 for 20% equity with Chip and Joanna |
| Valuation | $2 million |
With a passion for sustainable local food and backyard animals, Amy and Bryce started GoodEgg. Cleaning the eggs can be a total pain, especially without breaking the shell. The founders claim that eggs are caked with different kinds of bacteria (or microflora), mud, poop, and feathers, which must be cleansed before eating.
So, Amy and Bryce decided to work with industrial designers and made over 50 prototypes. GoodEgg is designed to cradle perfectly in the egg shell and reach hundreds of spots across the shell. More than 650 silicone nubs are placed and sized in a different pattern. This maximizes debris removal.
Moreover, the product comes with GoodEgg wash. It is not soap as soap can push bacteria and viruses. So, the founders went on to use enzymes, as they are naturally occurring protein that breaks down contaminants. The product itself made the Sharks laugh, as it is a niche market.
When they were just about to launch the product, Amy was diagnosed with Stage 4 Breast Cancer. The story really moved the Sharks, but what about the numbers? Let’s find out if the financials are interesting enough for the Sharks.
GoodEgg Shark Tank Pitch
Amy, Bryce, and Tim entered the Tank asking for $200,000 in exchange for 10% equity in their brand, valuing GoodEgg at $2 million. One of the first reactions after checking the product came from the guest Sharks, Joanna and Chip.
Joanna shared with the founders that she has six ducks. So, she was very excited about the idea of having duck eggs.
Joanna Gaines further went on asking about the production cost and the selling cost of each of the brushes and the washers. Tim took the opportunity and shared the cost of production of the cleaning brush, which is $2, and it sells for $20.
The overall kit’s production cost is $10, and they sell it for $55. The GoodEgg washer has one of the lowest margins, as it lands for $3.79, and they sell it for $15.
Barbara Corcoran was perked up after listening to the margins. In the year 2024, they generated $1.1 million and made a profit of $360,000. Tim Rowberry shared with Kevin and the Sharks that in 2025, they will make approximately $3 million. Hence, the profit will be around $500,000.
Founders needed the investment for growing their inventory as well as Research & Development. They also wanted to invest in products that are in the modern home space.
What Makes GoodEgg Unique?
There are various reasons why GoodEgg is a unique product:
- The nest-style design of the brush cradle allows for easy drainage of natural enzyme cleanser and passive air flow for quick drying.
- Its 650+ flexible silicone nubs are deliberately sized and placed in a proprietary pattern to maximize debris removal while helping to prevent cracking the egg.
- The wash contains no soap and no bleach. No more struggling to scrub off glued-on mud, poop, feathers, etc.
Did GoodEgg Get A Deal On Shark Tank?
Joanna asked the founders how they would differentiate their product from the alternatives. Most people will instead use an anti-bacterial soap. So, how are the founders going to educate them?
Amy took this opportunity to tell that eggs are porous and if we use soap, the bacteria gets inside. She also shared that they allow space for 10% charity.
Chip and Daniel Lubetzky really liked the giveaway and charity part of the pitch. Daniel refused to participate in the negotiations, as he had already tried to get into this space. Barbara also declined to offer a deal as she does not see enough potential in the niche product.
Lori Greiner said she would love to use it if she ever bought ducks, but as she did not have enough exposure in this space, she refused. And so did Kevin O’Leary by stating that the customers won’t come back to buy a washer.
When the seasoned Sharks denied, Joanna decided to dig into the brand. Thus, the couple offered $200,000 in exchange for 20%. Amy, Bryce, and Tim countered with 15% but Chip and Joanna wanted 20% equity in the brand.
In the end, GoodEgg won over Chip and Joanna Gaines. With its heartfelt story and clever design, the brand continues to clean up — one egg at a time.
GoodEgg Shark Tank Update
It gained validation and a PR boost by being the first investment by the Gaineses. The brand’s retail expansion, product line growth, and online sales indicate it’s leveraging the exposure rather than fading after the episode.
Their emotionally charged narrative gives them storytelling fuel that aligns with the Gaineses’ brand style. The mix of influencer marketing, event presence, bundled offers, and wholesale channels suggests a multi-prong growth strategy, not reliance solely on the Shark moment.
Where Can You Buy It?
They sell cleaning devices and washers directly to consumers. You can check and purchase the product from their official website. Also, you can check their Instagram page.
Quick Summary
- Amy & Bryce Van Leuven, and Tim Rowberry came to the Tank with an egg cleaning device, pitching their brand, GoodEgg, and asking for an investment of $200,000 for 10%.
- GoodEgg is designed to cradle perfectly in the egg shell and reach hundreds of spots across the shell. It’s more than 650 silicone nubs that come with a washer, along with a kit.
- Joanna decided to dig into the brand. Thus, the couple offered $200,000 in exchange for 20%. Hence, the deal was closed with Chip and Joanna.
