This magical, marvelous food on our plate, this sustenance we absorb, has a story to tell. It has a journey. It leaves a footprint. It leaves a legacy. To eat with reckless abandon, without conscience, without knowledge; folks, this ain’t normal.
―Joel Salatin, author and organic farmer
Pure Food started, as most good company ideas do, with a problem.
As a Healthy Eater and Fitness Fiend, I Couldn’t Find a Single Clean Protein Powder
These ingredient lists and nutrition facts panels expose 99.9% of so-called “all natural” protein powders for what they are: mostly hype.
Almost every “clean” protein powder on the market has highly processed, chemical-ridden fillers, additives, sweeteners, gums, and other hidden junk ingredients. Sometimes they’re disguised as “natural flavors.” Other times they’re staring you right in the face. Most people just don’t know to look for this stuff.
But I knew there were many other clean eaters like me that did, and I saw a big opportunity to create a protein powder with 100% real food.
So I got to work testing different ingredients and protein sources, vetting suppliers, and testing unique combinations of whole, superfood ingredients. After a year of research and testing, I finally created the recipe for my first product, Pure Food Raw Cacao Protein Powder.
It was (and still is) the first and only truly clean protein powder with 100% plant-based, organic, real food ingredients and probiotics.
In August, 2015, I Launched Pure Food Raw Cacao Protein Powder to the Masses
And by masses, I mean about 500 people who I knew through my email and Facebook contacts. My wife and I had about $7000 in savings and I used it all to buy the ingredients for the first batch … so I had no money to spend on marketing. I even blended, mixed, filled, and sealed the first 500 bags myself … took me a whole month!
The first year, I just made enough to break even and keep the business afloat.
I launched my second product, a vanilla protein powder, in January, 2016.
At that point, I still wasn’t selling a whole lot of my “revolutionary” clean protein powder, but I noticed something pretty awesome: the people who were buying it were experiencing fantastic results.
Here are a just a few unsolicited emails I got:
“I’ve lost 12 pounds. I feel better and have more energy.”
“DELICIOUS and from extensive research the cleanest ingredients out there for the price!”
“So grateful for this amazing product.”
“I have tried numerous brands and most have ingredients that upset my stomach (I have SIBO and multiple food sensitivities) I try and follow a low glycemic/paleo/primal type diet and do not eat grains with the exception of rice protein and try to limit the amount of meat I eat so eating is a challenge. This product is smooth and not sickenely sweet like some others. There are no added ingredients like gums, etc which bother me as well.Just wanted to let you know how pleased I am with your product!”
“I have lost 13lbs since January 10th and I incorporate 3-5 smoothies per week!”
“Usually, I do not feel health benefits the first day using a product but this one gave me a clean energy all day. The protein kept me full well into lunch time, which is amazing!!”
“I am not using this protein specifically for weight loss, but since I have added it in to my regular diet and exercise routine I have lost weight.”
“After only one week I feel more energy and my blood pressure has dropped. A customer for life.”
I literally have over 100 of these notes from customers, it’s crazy. I don’t tell you this to brag; I tell you because it’s an important part of the Pure Food story.
As a tiny business trying to go toe-to-toe with half billion dollar companies, the only way I can compete is to create better products than them, tell the right people about those products, and hope that my products add value to their lives.
I Recently Quit My Job to Work on Pure Food Full-Time
It was terrifying. My income from this business was less than $20,000 in 2016. I have a wife and 2-year-old son at home. But I knew I had two great products, and if I could show enough people about the results others were getting using those products, I’d be just fine.
Sure enough, in early 2017, Pure Food finally started taking off.
We sold out of cacao. Then vanilla.
It’s pure craziness and chaos right now, and I’m loving (almost) every minute of it.
The Key to Pure Food’s Success: Just Be Real
In the business world today, what wins hearts and minds is when products (and the people behind them) are REAL. I don’t claim Pure Food is the best tasting or cheapest protein powder. I understand that many people choose their powders based on those two criteria and I’m perfectly fine with them not buying my products.
The people who benefit from Pure Food the most are those who choose (or aspire to choose) clean, organic, plant-based food over processed foods and have a burning desire to learn more about where their food comes from, what’s in it, and how it can help them improve their lives and the lives of others.
Bold, dramatic, long-winded statement? Absolutely.
But it’s the truth.
And truth is one of the 4 “pillars” I built this small business on …
If I do those 4 things well, then I know my company will be a success.
So that’s the story behind Pure Food and my quest to create the best clean protein powder. If you want to learn more, have a look at our ingredients and nutrition information. Or drop me a line below if you have questions.
Founder, Pure Food Company