Greg McDonald established Goodfish in 2010. A former boss and encouraging friends helped Greg launch Goodfish Ltd. after a career in finance (hedge fund IFM Trading), industry (steel casting at William Cook plc), back to finance (M&A advisory at investment banks, ING Barings and Deutsche Bank), and industry (IMI plc). In the extremely fragmented plastic injection moulding market in the UK, a buy-and-build strategy was to be put into action.

Goodfish got its start by purchasing a small injection moulding and tool manufacturing company in Cannock. Greg and his team—former employees of IMI's Artform International—offered the direction and leadership the loss-making company needed to turn things around. Despite the challenging conditions as the world came out of the financial crisis,