Sam Bridgewater and Maia Royal

Finalist - EY Entrepreneur Of The Year 2024 New Zealand

The Pure Food Co

Sam Bridgetwater and Maia Royal’s business journey began following Sam’s Stepdad’s battle with cancer. He was struggling to receive the proper nutrition he needed, he didn’t want to eat, and so he drained away and recovered slowly. This was all the motivation Sam and Maia needed to start The Pure Food Co (TPFC), a business that provides an innovative food and nutrition system for the elderly.

Older people require almost twice as much protein as elite athletes, yet most get as little as 60% of what they need. The multi-award-winning TPFC system has not only created a range of new products to answer this problem, but it’s also established a new category in New Zealand's food industry. Most importantly, the food looks and tastes good, making customers want to eat it.

Sam and Maia’s efforts have led to significant health improvements among consumers. They’ve seen a 27% reduction in falls, and a 38% decrease in weight loss among the most vulnerable in New Zealand's aged care eating their meals. The company is now serving every public hospital in New Zealand, 80% of aged care homes and significant numbers internationally, including in Australia and France.

Sam and Maia's dedication to improving senior care through innovative nutrition has not only transformed the industry but also set a new standard for the quality of life for seniors worldwide. With the world population aging and the ratio of adults to support seniors decreasing, Sam and Maia’s mission to nourish the world’s seniors is more critical than ever.