Who we are

Who we are





People, planet, priorities

From achieving finalist status on MasterChef SA to founding a flourishing corporate catering company, Pure Good founder Shannon Smuts has spent half of her life in the kitchen. The other half? Advancing the philosophy of Conscious Capitalism through her close relationship with non-profit Baphumelele Fountain of Hope Youth Farm – which happens to be how Pure Good was born. Watch this for the full story:

What we value



We keep our friends close and our farmers closer: Pure Good’s partnership of the Baphumelele Fountain of Hope Farm in Philippi not only allows us to advance the ideology of Conscious Capitalism through our sustained support of their social development goals, but also to create an ethical, nutrient-dense menu built entirely around what grows organically and in abundance on the farm. Everything from our kale to our carrots are of the highest, freshest quality – sourced straight from the farm and delivered to your fork.


We believe that doing good is good for business. Because social development is equally as important to us as business development, our strategy is defined by a purpose that goes far beyond profit. In the same way we source our produce ethically and sustainably, we strive to serve our community by offering opportunities for social and financial upliftment in close collaboration with the Baphumelele Fountain of Hope Farm and their Independent Living programme for orphaned youth. Scroll down to meet the team and learn more about their stories of success through Pure Good.




We believe that every time you eat is an opportunity to nourish your body – and nowhere is this philosophy more rewarding than in your work environment. Since setting up shop in the GetSmarter offices over a year ago, their wildly talented team of over 250+ have reported a significant improvement in their day-to-day levels of energy, productivity and ability to cope with stress. We are exceptionally proud to be part of a company whose commitment to their employee’s health and wellness is tangibly benefiting their team on a daily basis.


We are passionate about making real food available to real people. Eating ethically and organically shouldn’t break the bank – which is why our wholesome, nutritious menu is intelligently designed to get you the most bang for your buck. And because Pure Good’s owner happens to be somewhat of a health junkie, you can chat to her about your wellness goals and get practical, actionable advice anytime.


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