Food With a Soul that #doDifferent
We often talk about food that nourishes the body, but what about food that nourishes the community? In the heart of Cape Town, a vibrant social enterprise is proving that every single sandwich, corporate lunch, and catering platter can be a powerful ingredient for change.
This is the story of Pure Good, and how they’ve baked the principles of social upliftment and radical sustainability into their very business model, making them South Africa's answer to the "food with heart" movement.
Pure Good isn't just a catering company; it's a living example of Conscious Capitalism in action. Founded by MasterChef SA finalist Shannon Smuts Brauer, the company moved beyond simply serving delicious, healthy food to make a commitment: that the success of the business must directly drive social and environmental success.
Their entire operation is guided by four core pillars that ensure their profit is purpose-driven:
Better Together: Partnering with small farmers and changemakers.
Purpose-Driven Profit: Creating jobs and fuelling local projects.
Feedback Fuels Growth: Committing to transparency and improvement.
Waste Not, Want Not: Championing sustainability and reducing food waste.
This commitment transforms a simple meal purchase into an investment in a better South Africa.
Like successful social enterprises abroad, Pure Good uses its culinary operations to create meaningful economic opportunities where they are needed most. Every order placed with Pure Good directly supports internships and job creation, ensuring that as their kitchen grows, so does its positive impact on the community.
Furthermore, the Pure Good kitchen serves as a vibrant training hub, particularly for youth from disadvantaged communities. They collaborate with esteemed organisations like The Homestead Project to offer real, hands-on skills development and provide a genuine pathway to upward mobility. This approach ensures that they are not only feeding people well but also equipping the next generation of chefs and food entrepreneurs with the skills to build stable futures, making their work truly about empowerment, not just charity.
Pure Good is deeply committed to building a sustainable food system, going far beyond simple recycling. They address the food chain from farm to fork and beyond.
Local, Sustainable Sourcing: Their menus are meticulously designed to maximise the use of available vegetables and produce sourced from local, small-scale farming communities. This means less food miles, support for local economies, and 100% sustainable menus.
The Greenest Café Build: Their flagship café at the V&A Waterfront in Cape Town stands as a physical manifesto for sustainability. The facility was constructed using over 98% salvaged, upcycled, and repurposed materials, making it a pioneering example of circular design and one of the greenest café builds in South Africa.
Zero Waste Goal: They actively use clever preparation techniques and work with "rescued ingredients" to ensure that nothing good goes to waste, moving toward a more sustainable way of eating and living.
If you're in the Cape Town area, supporting Pure Good is simple: choose their food!
Whether you are a busy office looking to elevate your team’s well-being with in-house corporate catering, a parent wanting nutritious options for your children via their school canteens, or simply looking for a wholesome, feel-good meal, every purchase is an act of supporting their mission.
Next time you grab a coffee or order a lunch, remember the story behind the plate: it's great food with an even better story—one that is fuelling positive change, one delicious, purpose-driven meal at a time.
