Establishing a vertically integrated innovator in plant proteins.
Our food has a history.
From how a seed is bred, to how it’s nurtured from the dirt, to the multitude of hands and processes that shape its destiny on the way to our dinner table.
This journey matters. How we feed people affects all aspects of life on earth: human health, our water and land, animal welfare, the climate, the global economy. Food and the future of our civilization are intimately connected.
But our system today isn’t serving us well. Too many unanswered questions, mysterious origins, unstudied impacts and unintended consequences. These gaps make us less aware, less healthy, even less safe. What we don’t know can hurt us. With the maze of middlemen operating between the seed and the shelf, fully understanding what we eat would take a miracle.
So we created one. In 1985, our founder invented a system to develop perfect plant-based proteins. While a generation of scientists were busy reengineering life in a laboratory, he traced innovation back to its origin: the earth. By naturally selecting the most desirable properties of the plants, he created a renewable food source as nutritious and flavorful as any the world has seen.
And on we grew. Peas, soybeans, lentils, pumpkins — all plants with extraordinary potential to nourish and sustain our world. Three decades later, we cultivate a spectrum of these organic, non-GMO seeds, each naturally adapted to the needs of farmers, food makers and consumers.
No choice left to chance. We are united in purpose with a tight-knit alliance of growers and partners who share our uncompromising standards. Together we form an end-to-end chain that ensures a wholesome journey from seed to solution.
Food for the global good. Made in the USA. More abundant nutrition, flavor and choice for people. Superior ingredients to inspire breakthrough products. An engine of opportunity for forward-thinking farmers. Proven alternatives to harmful practices and impacts. A sustainable model to move the whole industry forward, restoring knowledge, control and trust to our food system. Who says you can’t have it all?
Welcome to a Plant Strong Planet. Our building blocks of nutrition can become the foundation of health and happiness for our country today, scalable to the needs of 10 billion people tomorrow. A smart, secure and sustainable food supply is ours.
All we have to do is grow it.
Critical Areas of Focus
Rebranding for Market Expansion
We shifted from World Food Processing to PURIS, planting deeper roots in new markets with a fresh, compelling identity.
Building a Food Lab that Pays
Grew an in-house team into a powerhouse lab, boosting partner revenues through cutting-edge, earth-friendly plant protein projects.
Plant-Based Products for All
Strengthening our North American grower network ensures a reliable, robust supply chain for our premium pea protein offerings.
Growing a Stronger Grower Network
Strengthening our North American grower network ensures a reliable, robust supply chain for our premium pea protein offerings.
Uncovering Insights to Develop New Markets
Learn how we worked together to uncover major insights and scale the business.
Transformative Beginnings: From World Food Processing to PURIS
When we first encountered PURIS, they operated as World Food Processing, having just established a manufacturing facility in Minnesota dedicated to pea protein isolate. With Tyler Lorenzen at the helm, the company's vision was clear: elevate pea protein into a global staple, fundamentally altering our food production methods. This moment marked the start of PURIS's ambitious journey, setting the stage for their future influence on plant-based nutrition and sustainability.
Facing Giants in the Protein Market
After analyzing the competitive landscape of protein ingredient suppliers, it became evident that PURIS, a family-owned business, aimed to provide environmentally-conscious solutions on a global scale. To succeed, we had to compete with some of the world's largest agricultural organizations, necessitating impeccable representation of our expertise at every engagement channel. With limited budgets compared to industry giants, PURIS's commitment to environmental stewardship positioned us to emerge as leaders in sustainable, commercially scalable food solutions. We couldn't afford to fall short in this high-stakes market.
A Strategic Leap
The initial build required a complete rebrand from the name to all of the sales channel components. We built a brand language that leveraged the broad range of commercially proven food innovations with pea protein. A position that the competitors couldn't pursue quickly. We also leveraged the proprietary organic and non-GMO practices that took decades to develop in order to protect the new brand during market entry.
Design and Leadership: Building the PURIS Brand
As design and build partner and later Chief Design Officer, I and my venture studio team played a crucial role in supporting PURIS through key milestones. We rebranded the company from World Food Processing to PURIS, creating a compelling brand language that highlighted their unique, earth-friendly pea protein. Our efforts protected the brand during market entry and set PURIS apart from larger competitors, guiding the 300+ person organization into new markets and establishing them as a leader in plant-based nutrition.
Pioneering Plant-Based Protein for a Better World
PURIS stands as the North American leader in pea protein, crafting hundreds of solutions for household brands globally. Our journey built strong alliances with other market leaders, proving the potential of organic agricultural technology and sustainable food solutions. Together, we continue to champion innovations that nourish our planet while meeting the needs of future generations.
Leading the Plant Protein Revolution
PURIS’s new market strategy led to it being named Fast Company’s most innovative food company within just 12 months.
Plant-Based Protein Success
Their partnership with LiveKindly launched a plant-based egg, leading to a $20M joint venture and doubling the business valuation within a year.
Leading the Future of Plant-Based Protein
PURIS's pea protein now enriches major brands like Taco Bell, and Chipotle, solidifying its role in sustainable food solutions.
