Pure Food

Pure Food

Organization type: 
Project Stage:
$100,000 - $250,000
Project Summary
Elevator Pitch

Concise Summary: Help us pitch this solution! Provide an explanation within 3-4 short sentences.

The amount and impact of food poisoning scandals in China is increasing. > 80% of Chinese consumers actively distrusts the food they consume. Pure Food enables individuals and families to make sure the food they consume does not contain remains of pesticides and other toxins.

About Project

Problem: What problem is this project trying to address?

Chinese consumers are struggling to get access to healthy food which is not polluted with pesticides and other toxins. Due to suboptimal management in agriculture, lack of transparency in the supply chains, problems with industrial pollutions and (in some instances) active manipulation of food, Chinese consumers do not trust food from China. Recent surveys show tha 80+ % of the Chinese identifies food safety as their major safety concern

Solution: What is the proposed solution? Please be specific!

An affordable, easy to use and well designed food test-kit for consumers. The kit offers easy tests (think pregnancy tests design and user modus) on the top 20 most common and harmful toxin residues in food (types of pesticides, heavy metals). Additional to purchasing the KIT at a locally present retail chain consumers can also share their test results online. There they can access results of all users on a digital map that shows high risk foodstuffs and purchase locations. Next to offering concrete guidance on how to avoid toxic food, it helps identifying both the companies that perform good and those that do not. This gives businesses (and other stakeholders) an incentive to improve the quality of their products.
Impact: How does it Work

Example: Walk us through a specific example(s) of how this solution makes a difference; include its primary activities.

You have been shopping on a local market and in your supermarket and have bought a wide range of foodstuffs. In the supermarket you also bought the 'Pure Food-KIT'. At home, you take out the 'Pure Food-KIT' to test to foodstuffs you bought. This KIT consists of a nicely designed and easy to use measurement tool. You take a small sample of each foodstuff and test it with the KIT. After a few minutes it gives a clear indication (colour) if toxics above a normal concentrations are found. If you find something harmful you can share this on the online Pure Food platform. Here you can also find if your retailer and the foodstuff are in the high risk category. This allows you to change your shopping behavior to safe outlets and foodstuffs.

Marketplace: Who else is addressing the problem outlined here? How does the proposed project differ from these approaches?

There are two major other approaches to the problem: 1) Certification (by governments or NGOs) Should give a guarantee to consumers, but as fraud and lack of transparency are significant issues they are not effective in building trust in China 2) Imported food from abroad (where food safety is not believed to be an issue) Offers a short term solution to affluent consumers, but does not offer permanent solution: poorer consumers do not have the opportunity to import food, it does not improve the agricultural value chains in China. We provide agency and influence the total food system
About You
Polre Advisory (Limited)
About You
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About Your Project
Organization Name

Polre Advisory (Limited)

Organization Country
Country where this project is creating social impact
How long has your organization been operating?

More than 5 years

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Your Solution
Founding Story: Share a story about the “Aha!” moment that led you to get started and/or to see the potential for this to succeed.

When visiting Shanghai last year I was struck by the fact that all local people I met mentioned food safety as major sustainability issue. One of them called it the fear for 'fake foods'. Where international media have been covering milk powder scandals, Chinese media are showing a high frequency of uncovered food scandals. Often with lethal consequences for consumer amongst who children. Richer consumers now tend to import food to be sure that it is produces according to certain standards. Local trust in certification by government of international bodies is almost zero. This kept me worried and started me wondering how to provide consumers with the power to assess if their food is safe: Pure Food, offers the tool to do this..

Select Sector(s): To which of Unilever's categories of sustainability does your solution apply?

Sanitation and Hygiene, Nutrition, Sustainable Agriculture, Supply Chain Micro-entrepreneurs.

Measurable Impact
Audience: Who have you identified as your customers/recipients and why? How will you get your solution to them or engage them in your initiative?

Upcoming Chinese middle class consumers.
Just as everyone else they care about their safety and that of their children. They have a demand: recent studies show it at the top of their priority list. They have the means and the numbers have the numbers: In China more than 400 million people now earn more than 5000 US dollar a year, and their numbers will increase. Through deals with locally present retailers the product will be marketed and distributed.

Impact: What is the impact of the work to date and expected impact in the future?

Not yet as it is still in the initial phase. Work on designing and developing the test-kit is currently being done.

Potential impact:
At present:
- selling to potentially hundreds of millions consumers (400 million people in middle income class)
- helping >billion consumers as the Pure Food could become a force that changes the way Chinese agrofood value chains work.

the Future: the amount of people with middle class income in China will grow, just as the environmental and food safety issues as nothing changes.

Growth, Finance & Leadership
Scaling the Solution: How do you intend to scale your activities over the next two years (e.g., reach new markets, diversify solutions, etc.)? What will make this possible?

We work with the partners in our sustainability consultancy company and several partners (product developers, University of Amsterdam, Dutch Chemical company, Hong Kong business developer ) . The combined network and portfolio will help reach out to different types of partners (for development, marketing, retail & funding).

The funds & publicity will allow us to:
- further develop the hard copy prototype
- Convince potential partners & 'ambassadors'
- launch the first edition of the product. We will pilot it in the open market of Hong Kong. Based on experiences there we will reach out to partners in mainland China. Starting in selected Cities, we will built the brand, improve the product and start the 'online sharing function'.

Financial Sustainability: What is your business model to ensure financial sustainability?

Regular product based commercial business model. The sales of the test-kit will form the major source of income. In a later stage income might be diversified by utilizing the data collected online (for example by providing data services to companies that are active in the food sector, investment sector e.d. and try to improve operations)

Experience: Please provide examples of any previous entrepreneurial initiatives you have pioneered.

Set-up a successful CSR & Sustainability consultancy boutique. Based in Amsterdam and working internationally (projects in Brasil, India, Sri Lanka, China). Wide experience with engaging different types of stakeholders in supply chains.
Experience in setting up a monthly event in 4 cities in The Netherlands, responsible for marketing, partnership development and community building. From concept to reality with zero budget. www.vonked.nl