In 2008, Fred Goodall started Mocha Dad to chronicle his life as a father and to counter the negative stereotypes regarding fatherhood. He wanted people to get a first-hand account of a father who was intimately involved in his children’s lives. Now he uses the website to share parenting tips and help motivate other men to be more actively engaged and involved with their children, families, and communities. Goodall is a regular contributor to several major parenting websites and magazine and is a regular guest on media outlets.