Sam Bridgewater and Maia Royal founded The Pure Food Co in 2014 after witnessing his stepfather, Mark, struggle with food and nutrition while battling a major illness at an aged care facility.
Sam felt that there had to be a better way to provide appropriate food for seniors or those suffering illnesses that combined taste and nutrition. He undertook extensive research and development to innovate a solution that combined higher levels of essential nutrients into beautiful meals and other snacks.
And so Sam and his colleague were inspired to create a meal system that provided not only optimal nutrition but also good flavour and diversity to encourage seniors to continue eating enough volume. So at 28 years old, the team set out to solve that issue; that’s how The Pure Food Co was born in 2014 — an innovative food system tailored to the nutritional needs of seniors. Following significant growth and recognition within the NZ market, The Pure Food Co has launched in Australia, partnering with several sizeable aged care groups.
The Pure Food Co offers pre-shaped food products presented in an engaging way to provide visually appealing, extremely nutritional pureed foods. Their product line also includes purees, designed for simple swallowing and created with the best local ingredients, all with protein as a vital component to help seniors with muscle maintenance and repair.
“Coming from backgrounds in banking and management consulting, it’s safe to say that my co-founder and I have had plenty of learnings – some the hard way! Food production and the complexities of this were very new territory for us, and ensuring that the food solution we were offering not only addressed the nutrition and taste problems we’d identified but was also economically sustainable for our customers was a key challenge we had to face from the outset.
“Our solution not only had to compete with tight food budgets but deliver value well beyond this to get into networks and stay long term. Equally, we were doing very new territory from a market perspective. Fortifying foods the way we do wasn’t a ‘thing’ at the time, so we took a gamble, and it paid off; this was a critical turning point for us in creating true innovation.
The early days
“Initially, our approach focused on the healthcare space, and we are now partnered with almost all of New Zealand’s public hospitals. More recently, we’ve seen massive growth in the aged care sector, aligning with our mission to nourish the world’s seniors.
“After starting production within a food innovation incubator in 2017, we built our production plant in Mt Wellington, which provided the scale we needed to fuel rapid growth. We entered the Australian market in 2019 and, despite the challenges of a pandemic soon after, have seen a significant impact with the business quintupling over the past year.
“At present, we deliver around 3 million food experiences annually across these two markets, and we’re proud to be a multi-award-winning company with multi-award-winning innovations, most notably three-time category-winner of The New Zealand Food Awards including Supreme Winner in 2019, as well as The Deloitte Fast 50.
Sam notes that gathering insight from important stakeholders was a vital technique for them from the start.
“Engagement with Dietitians, Speech Pathologists, Operators (healthcare and elderly care), and, of course, the people who would consume our meals was critical during the research and product development phases. Because we invested heavily in researching with our relevant audience, we came to market with a product that delivered on the value propositions they wanted and needed, as well as the elements they didn’t know they needed but now love!
Conducting product assessment: Knowing what the customer wants
Sam insists that getting the product right has, without a doubt, been essential to their marketing strategy.
“If those foundations aren’t in place, there’s no opportunity to grow when customers need to see a positive outcome to justify the investment. As a result, the organic referral has been the biggest driver of growth for us since the beginning—kitchens and clinical teams that use the product move around providers and bring us with them.
“We’ve constantly agitated for awareness and representation of the nutritional needs of seniors and, in recent years, haven’t been afraid to call out the problem. Recently, we’ve been looking closely at our social media approach as another avenue to drive customer leads, with LinkedIn being one of our priority channels.
“We see this route as a great way to engage with not only operators that could directly become customers but also to increase overall consideration of the issue of senior nutrition. For example, we’ve recently launched a campaign on our social media channels aligning with notable Australian athletes to highlight the similarities in nutrition requirements between athletes and seniors and to tap into these athletes’ audiences to raise consideration of ageing nutrition amongst younger generations.
“We conducted some research alongside the campaign, which found that despite health and wellness being a huge priority for the everyday Australian, very few had considered how this could look in later life, and changing this is a theme we’ll be looking at across the board when it comes to our marketing.”
When it comes to learning, Sam says that he has been caught in the trap of trying to do too much at one time in the past, which resulted in them getting laser-focused on key strategic priorities to grow the offering and the customer base in a way that’s aligned with their overarching mission.
“We still consider the day-to-day signing of a new customer or network as a significant moment; it’s a huge responsibility to implement a food system for residents and businesses and something that we don’t take lightly.
“From our own first-hand experiences, we know just how important doing this the right way is for these residents and their families, so we never underestimate the task at hand.”
Successfully launching into a new market
“The Pure Food Co was inspired by a problem we identified on a personal and societal level. Put simply, no solution provides seniors with tasty, easy to eat and adequately nutritious foods while meeting the tight budgets of the public health system. Hailing from New Zealand, our focus naturally started there and saw us grow to a scale where we are implemented across nearly every public hospital and 100% of sizeable aged care networks.
“However, the challenge is global, so in 2019 we began to launch into the Australian market. Throw a global pandemic in the mix, and you’ll see why it’s only now, in 2022, that we’re ready to talk about successfully launching into this market.
“The Australian aged care sector is complex and highly scrutinised. With 50% of people entering senior care classified as malnourished in this country, it’s also an industry needing help. We saw an opportunity to meet the need that we had answered in New Zealand in this new market.”
Lead with product
Sam says his answer to anyone starting a business is to keep the product as the team’s primary focus, the advice we have held to when launching into this new market.
“We needed to prove not only the efficacy of our product but also the affordability (working to tight budgets where many aged care facilities are required to feed their residents on around $12 a day, and often less) and practicality of our offering. In an industry already struggling to retain sufficient staffing, we need to provide a solution that makes carers’ lives easier, not harder.
“The most important part of any product?”
“Ensuring it can get into the hands of those who need it. Key learning through the pandemic and beyond has been to ensure that we were clear, careful, and on the borderline of conservative regarding our supply chain to ensure product availability at all times. The trust operators place in us to implement their food systems is immense, and once this trust is broken, it would be extremely challenging to rebuild – regardless of the business you’re building.”
“An organic referral is a huge driver of business growth and for many businesses looking to expand,” Sam continues.
“Investing in a dedicated Country Manager that can engage directly with potential and current customers was crucial when it came to growing our presence in this new market, supported by ab diverse and highly skilled team focused on continuous improvement.
“Remaining nimble and evolving how you communicate your business’s offering can make all the difference when changes to the macro environment arise. It’s no surprise that the pandemic has devastated the aged care sector and the priorities these already stretched teams are juggling. In our case, we saw that health was more important than ever across the board, and people considered the role diet plays in their wellbeing.
“However, labour shortages meant our potential customers would not consider solutions that were difficult to implement. Communicating the benefit of our pre-packaged solution became an important message with the skills shortage in mind. When testing the waters in a new market, finding new and different ways to engage with your audience is vital.
“While our core focus is aged care and hospital environments, speaking to a secondary market of those with loved ones in such facilities and pushing them to advocate for the seniors in their life is proving fruitful.
“We recently launched a campaign across our social channels that focus on heroing the #grandfluencer in your life (the significant senior that’s made a difference for you); it’s a step in the right direction of getting these younger audience groups to consider the conversation of senior nutrition., and start to understand the realities of senior nutrition.
“Overall, whether launching into a new market or driving growth in an existing territory, being able to measure success, improve conversion, and reduce any risk associated with implementing your product are crucial in driving success. There may not always be a pandemic creating challenges for your global expansion, but there’s sure to be a curveball around the corner, so prepare accordingly.”
More on The Pure Food co here.
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Amazon won’t have to pay hundreds of millions in back taxes after winning EU case
LONDON (AP) — Amazon won’t have to pay about 250 million euros ($273 million) in back taxes after European Union judges ruled in favor of the U.S. e-commerce giant Thursday, dealing a defeat to the 27-nation bloc in its efforts to tackle corporate tax avoidance.
The ruling by the EU’s top court is final, ending the long-running legal battle over tax arrangements between Amazon and Luxembourg’s government and marking a further setback for a crackdown by antitrust chief Margrethe Vestager.
The Court of Justice backed a 2021 decision by judges in a lower court who sided with Amazon, saying the European Commission, the EU’s executive branch, had not proved its case that Amazon received illegal state support.
“The Court of Justice confirms that the Commission has not established that the tax ruling given to Amazon by Luxembourg was a State aid that was incompatible with the internal market” of the EU, the court said in a press release.
Amazon welcomed the ruling, saying it confirms that the company “followed all applicable laws and received no special treatment.”
“We look forward to continuing to focus on delivering for our customers across Europe,” the company said in a statement.
The commission said it “will carefully study the judgment and assess its implications.”
The case dates back to 2017, when Vestager charged Amazon with unfairly profiting from special low tax conditions since 2003 in tiny Luxembourg, where its European headquarters are based. As a result, almost three-quarters of Amazon’s profits in the EU were not taxed, she said.
The EU has taken aim at deals between individual countries and companies used to lure foreign multinationals in search of a place to establish their EU headquarters. The practice led to EU states competing with each other and multinationals playing them off one another.
Tesla autopilot recalls: 2 million vehicles need to have their defective systems fixed
DETROIT (AP) — Tesla is recalling nearly all vehicles sold in the U.S., more than 2 million, to update software and fix a defective system that’s supposed to ensure drivers are paying attention when using Autopilot.
Documents posted Wednesday by U.S. safety regulators say the update will increase warnings and alerts to drivers and even limit the areas where basic versions of Autopilot can operate.
The recall comes after a two-year investigation by the National Highway Traffic Safety Administration into a series of crashes that happened while the Autopilot partially automated driving system was in use. Some were deadly.
The agency says its investigation found Autopilot’s method of making sure that drivers are paying attention can be inadequate and can lead to “foreseeable misuse of the system.”
The added controls and alerts will “further encourage the driver to adhere to their continuous driving responsibility,” the documents said.
But safety experts said that, while the recall is a good step, it still makes the driver responsible and doesn’t fix the underlying problem that Tesla’s automated systems have with spotting and stopping for obstacles in their path.
The recall covers models Y, S, 3 and X produced between Oct. 5, 2012, and Dec. 7 of this year. The update was to be sent to certain affected vehicles on Tuesday, with the rest getting it later.
Shares of Tesla slid more than 3% in earlier trading Wednesday but recovered amid a broad stock market rally to end the day up 1%.
The attempt to address the flaws in Autopilot seemed like a case of too little, too late to Dillon Angulo, who was seriously injured in 2019 crash involving a Tesla that was using the technology along a rural stretch of Florida highway where the software isn’t supposed to be deployed.
“This technology is not safe, we have to get it off the road,” said Angulo, who is suing Tesla as he recovers from injuries that included brain trauma and broken bones. “The government has to do something about it. We can’t be experimenting like this.”
Autopilot includes features called Autosteer and Traffic Aware Cruise Control, with Autosteer intended for use on limited access freeways when it’s not operating with a more sophisticated feature called Autosteer on City Streets.
The software update will limit where Autosteer can be used. “If the driver attempts to engage Autosteer when conditions are not met for engagement, the feature will alert the driver it is unavailable through visual and audible alerts, and Autosteer will not engage,” the recall documents said.
Depending on a Tesla’s hardware, the added controls include “increasing prominence” of visual alerts, simplifying how Autosteer is turned on and off, and additional checks on whether Autosteer is being used outside of controlled access roads and when approaching traffic control devices. A driver could be suspended from using Autosteer if they repeatedly fail “to demonstrate continuous and sustained driving responsibility,” the documents say.
According to recall documents, agency investigators met with Tesla starting in October to explain “tentative conclusions” about the fixing the monitoring system. Tesla did not concur with NHTSA’s analysis but agreed to the recall on Dec. 5 in an effort to resolve the investigation.
Auto safety advocates for years have been calling for stronger regulation of the driver monitoring system, which mainly detects whether a driver’s hands are on the steering wheel. They have called for cameras to make sure a driver is paying attention, which are used by other automakers with similar systems.
Philip Koopman, a professor of electrical and computer engineering at Carnegie Mellon University who studies autonomous vehicle safety, called the software update a compromise that doesn’t address a lack of night vision cameras to watch drivers’ eyes, as well as Teslas failing to spot and stop for obstacles.
“The compromise is disappointing because it does not fix the problem that the older cars do not have adequate hardware for driver monitoring,” Koopman said.
Koopman and Michael Brooks, executive director of the nonprofit Center for Auto Safety, contend that crashing into emergency vehicles is a safety defect that isn’t addressed. “It’s not digging at the root of what the investigation is looking at,” Brooks said. “It’s not answering the question of why are Teslas on Autopilot not detecting and responding to emergency activity?”
Koopman said NHTSA apparently decided that the software change was the most it could get from the company, “and the benefits of doing this now outweigh the costs of spending another year wrangling with Tesla.”
In its statement Wednesday, NHTSA said the investigation remains open “as we monitor the efficacy of Tesla’s remedies and continue to work with the automaker to ensure the highest level of safety.”
Autopilot can steer, accelerate and brake automatically in its lane, but is a driver-assist system and cannot drive itself, despite its name. Independent tests have found that the monitoring system is easy to fool, so much that drivers have been caught while driving drunk or even sitting in the back seat.
In its defect report filed with the safety agency, Tesla said Autopilot’s controls “may not be sufficient to prevent driver misuse.”
A message was left early Wednesday seeking further comment from the Austin, Texas, company.
Tesla says on its website that Autopilot and a more sophisticated Full Self Driving system are meant to help drivers who have to be ready to intervene at all times. Full Self Driving is being tested by Tesla owners on public roads.
In a statement posted Monday on X, formerly Twitter, Tesla said safety is stronger when Autopilot is engaged.
NHTSA has dispatched investigators to 35 Tesla crashes since 2016 in which the agency suspects the vehicles were running on an automated system. At least 17 people have been killed.
The investigations are part of a larger probe by the NHTSA into multiple instances of Teslas using Autopilot crashing into emergency vehicles. NHTSA has become more aggressive in pursuing safety problems with Teslas, including a recall of Full Self Driving software.
In May, Transportation Secretary Pete Buttigieg, whose department includes NHTSA, said Tesla shouldn’t be calling the system Autopilot because it can’t drive itself.
AP Technology Writer Michael Liedtke contributed to this story.
Why Was Sam Altman Fired? Possible Ties to China D2 (Double Dragon) Data from Hackers
Theories are going around the internet why Sam Altman was fired. On an insider tech forum (Blind) – one person claims to know by third-hand account and how this news will trickle into the media over the next couple of weeks.
It’s said OpenAI had been using data from D2 to train its AI models, which includes GPT-4. This data was obtained through a hidden business contract with a D2 shell company called Whitefly, which was based in Singapore. This D2 group has the largest and biggest crawling/indexing/scanning capacity in the world 10x more than Alphabet Inc (Google), hence the deal so Open AI could get their hands on vast quantities of data for training after exhausting their other options.
The Chinese government became aware of this arrangement and raised concerns with the Biden administration. As a result, the NSA launched an investigation, which confirmed that OpenAI had been using data from D2. Satya Nadella, the CEO of Microsoft, which is a major investor in OpenAI, was informed of the findings and ordered Altman’s removal.
There was also suggestion that Altman refused to disclose this information to the OpenAI board. This lack of candor ultimately led to his dismissal and is what the board publicly alluded to when they said “not consistently candid in his communications with the board.”
To summarize what happened with Sam Altman’s firing:
1. Sam Altman was removed from OpenAI due to his ties to a Chinese cyber army group.
2.OpenAI had been using data from D2 to train its AI models.
3. The Chinese government raised concerns about this arrangement with the Biden administration.
4. The NSA launched an investigation, which confirmed OpenAI’s use of D2 data.
5. Satya Nadella ordered Altman’s removal after being informed of the findings.
6. Altman refused to disclose this information to the OpenAI board.
We’ll see in the next couple of weeks if this story holds up or not.