Nourishing success: Sam Bridgewater on his entrepreneurship journey with The Pure Food Co

Pictured above: Sam Bridgewater.

Sam Bridgewater is a finalist for the EY Entrepreneur of the Year 2024 in New Zealand. With a keen eye for innovation, he shares details on his entrepreneurship journey from personal passion project to a growing multinational making a real difference in the wellbeing of those in aged care.

Since its inception in 2013, The Pure Food Co. has been revolutionising how nutritious food is delivered to seniors, creating significant impacts both in New Zealand and Australia, and now setting its sights on Europe.

For Sam Bridgewater, being named a finalist in the EY Entrepreneur of the Year awards (alongside Co-founder Maia Royal), is both an honour and a moment of reflection. “I think it was a huge honour for both of us to be recognised by a global business awards programme,” Sam shares. “It’s that overnight sensation, a 12-year overnight sensation type thing. We’ve been doing this for a very long time, and of course, the business is very different to how it started out.”

The recognition is not just for the success of The Pure Food Co. but also for his commitment to a mission that has remained steadfast: to nourish seniors with high-quality, nutritious food. This vision, which Sam describes as their “north star,” has guided their efforts to improve the lives of seniors through better nutrition.

The journey of The Pure Food Co. began with a personal connection. Both Sam and Maia brought commercial acumen from their respective backgrounds – Sam from banking and Maia from management consulting. Their entry into the food industry was catalysed by a personal experience with Sam’s stepfather, who faced challenges with eating due to his battle with cancer. This situation illuminated a gap in the market for nutritious food that not only meets dietary needs but also tastes good.

“In the early years, we made sure that our foods had that nutrition within it,” Sam explains. “They tasted great and were highly nutritious, but they didn’t necessarily look as good as they could do.” This challenge led them to innovate continually. One of their significant advancements was reshaping blended foods to look like regular meals, which Sam notes has increased consumption by some 40 percent.

Today, The Pure Food Co. is on its way to delivering nearly 10 million “experiences” per year, including meals, smoothies, and special snacks. “We provide more foods for people across the senior spectrum,” Sam says, highlighting their efforts to cater not just to the most vulnerable but also to those who enjoy regular meals with enhanced nutrition.

A defining feature of The Pure Food Co.’s approach is its focus on the customer experience. For Sam, “experience” encompasses both the end consumer and the healthcare operators who use their products. “I want to see [consumers] looking forward to their meals and consuming them in their entirety,” Sam says. This focus is critical, given that meals are often a central part of the day for seniors, blending social and cultural significance with nutritional needs.

The company leverages data to continuously refine their offerings, ensuring that every meal not only meets nutritional standards but also pleases the palate. For the healthcare providers they supply to – including the likes of Arcare Aged Care, Ryman and Uniting Residential Aged Care – consistency and reliability are key. The Pure Food Co. ensures that their products are suitable for various food service models and that they meet the standards required for efficient care delivery.

Operating in both New Zealand and Australia has its challenges. The markets are distinct, and what works in one may not necessarily work in the other. “You have to be careful about what you assume,” Sam says. “Many companies have gone to Australia and it hasn’t worked out for them.” Understanding local customs, regulations, and market needs is crucial for success.

In the current economic climate, with rising food costs and a cost-of-living crisis, Sam says they’ve had to be conscious about price hikes their end. “We’ve been quite proud that we’ve been able to minimise the food price rises in terms of our offering.” Scaling operations and improving efficiency have been key strategies in maintaining affordability while continuing to provide high-quality products.

Looking to the future, Sam and Maia are focused on expanding their reach and innovation. “We’re really doubling down from an innovation perspective,” Sam says, noting their plans to develop more products and explore new markets. The company’s recent venture into Europe represents a significant step, with a focus on collaborating with some of the world’s largest aged care providers.

This expansion into Europe, with a base in Paris, underscores their commitment to international growth. “We went up there and we couldn’t find anything quite like what we are doing in this part of the world,” Sam says. The goal is to replicate their success and adapt their model to the European market.

When asked what he believes makes for a successful entrepreneur, Sam reflects back on the start of his journey noting the need for “that deep passion” for what you are doing.

“I often talk to young or new entrepreneurs about the highs and the lows and in those early days you can have those highs and lows in the same day. It’s just a rollercoaster all the time. But that still continues and the challenges still remain. I think it’s really important to surround yourself with great people who share the vision and the passion, the energy, and that they’re comfortable on ships that move super-fast. It means you might have to do everything or you might have to drop things and focus on something else,” says Sam.

Throughout Sam’s business journey, mentorship and business networks have played a crucial role. Sam highlighted the importance of surrounding oneself with a diverse group of advisors and mentors. “I’ve always had a bit of a variety of mentors and people that I respect and appreciate,” he says. These relationships have provided invaluable insights and support, helping navigate the complexities of scaling a business.

One network Sam has particular interest and passion in is Future Food Aotearoa. “I’m on the SteerCo, and it’s a group that’s really trying to accelerate the growth and impact of foodtech businesses from New Zealand. We believe that New Zealand has an amazing heritage in terms of milk protein, red meat protein and the like. But the future will depend on us being able to bring some of our great Kiwi ideas and make them scalable across the world. So we have a group that tries to assist younger future food entrepreneurs, founders, and the like to try and build scalable systems with their ideas.”

Sam says that being an entrepreneur can at times be an incredibly lonely journey, making it so much more important to get the right people around you. “At times its something we probably haven’t been as good at,” he admits. “But celebrate the milestones, sending your first box, first pallet, first container stop, even if it’s just 30 seconds and just reflect. I think that’s pretty important to give people the energy to go to that next level.”

One piece of advice that stands out from early on in his entrepreneurship journey is the importance of focus. “It’s so much more about what you say no to than what you say yes to,” he says. He explains that early on the business had to concentrate on critical areas, particularly sales, to drive the business forward.

For those looking to scale their businesses in the current climate, Sam’s advice is straightforward: “Deliver value.” He believes that understanding and delivering value to customers is essential for building a successful business. This focus on value, coupled with resilience and a supportive network, he says is key to navigating the entrepreneurship journey.

The 360° Entrepreneur is proudly brought to you by EO New Zealand. The series will follow Kiwi entrepreneurs and how they are overcoming challenges both professional and personal to grow and scale their businesses.

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