Pure Good Food PTY
What does your company do?
Food Service Management, Contract Catering, Catering
What is your biggest success?
There are multiple facets of success I attribute to Pure Good, but the ones that I am most proud of are rebuilding the entire business from scratch after COVID, using the business as an opportunity to upskill dozens of untrained staff into roles such as baristas, supervisors, and managers. Making the Top 20 in the 2020 Africa Business Heroes competition was a defining moment that validated our impact and vision on a continental stage. Through our onsite canteens, tuckshops, and office delivery app, we’ve given thousands of people daily access to healthier, more nourishing food choices. Another highlight has been our work alongside global catering teams at the World Economic Forum, where we helped reduce food waste through clever systems and sustainable kitchen practices. While Pure Good is a food business at its core, its true success lies in the people it empowers, the waste it prevents, and the culture of health its building.
What has been your biggest hurdle?
My biggest hurdle came during COVID, when I faced the very real choice to sell the business and walk away. At the time, Pure Good was entirely corporate-focused, with no access to kitchens to pivot or generate income during the pandemic. But deep down, I knew I hadn’t fulfilled what I set out to do, change lives through food. So instead of letting go, I leaned into my community and values of giving back. We created a feeding scheme that kept our communities nourished, supported local farmers, and ensured our staff remained employed. It was a risky move, especially as the corporate landscape remained uncertain and unstable for years after. But I chose to hold on and trust that what we were building, sustainable, purpose-driven, health-focused food systems, would eventually be seen for what it is. Now, we’re on the rise, and it’s more clear now (12 years later) than it ever has been, that food is how we can build stronger, happier teams.
