Customer Story

PURIS

PURIS set out to elevate pea protein from niche ingredient to global staple—redefining how plant‑based foods nourish people and planet.
Location
Minneapolis
Industry
Plant Proteins
Website
puris.com
Adv.
Seed‑to‑Solution Control

Why PURIS Needed a Breakthrough

Family‑owned PURIS faced protein giants with billion‑dollar budgets. To win, the brand had to prove absolute uniqueness, align with consumer emotions around sustainability, and connect to the global push for cleaner food systems—all at once.

Focusing the Lens on Finished Products

PURIS’s secret weapon wasn’t just superior pea protein—it was a home‑grown lab capable of turning that protein into fully functional, commercial‑grade foods. By visualizing an entire portfolio of market‑ready beverages, snacks, and meat analogues, we leapfrogged competitors who only sold ingredients. Customers no longer had to imagine possibilities; they could see, taste, and launch them in weeks. The result? A knee‑jerk wave of inquiries from brands and even competitors eager to secure PURIS innovations before the window closed.

What We Did

We applied the Outsider Advantage process to uncover, validate, and amplify PURIS’s edge in record time.

We began by rebranding World Food Processing as PURIS, creating a distinct identity anchored in organic, non‑GMO excellence that larger players couldn’t duplicate. Next, we scaled their in‑house R&D into a revenue‑generating food lab, launching proprietary pea‑protein formulations that opened new channels. Simultaneously, we introduced PURIS‑branded consumer products, giving shoppers direct access to sustainable protein options. Throughout, we fortified North American grower alliances to ensure supply‑chain resilience and traceability, cementing PURIS’s position as both an ingredient innovator and a consumer‑facing brand.

Evolution to Market Influence

From Challenger to Category Leader

Armed with a clear narrative and a portfolio of finished products, PURIS transitioned from challenger to category leader. Within 12 months, they earned Fast Company’s “Most Innovative Food Company” title and forged a $20 M joint venture with LiveKindly to launch plant‑based eggs—doubling their valuation in the process. Strategic partnerships with Taco Bell and Chipotle followed, embedding PURIS pea protein into mainstream menus. By proving that seed‑to‑solution transparency can outpace ag giants, PURIS set a new standard for sustainable food and continues to inspire the next generation of plant‑based innovators.

The Market Narrative
chevron down icon

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.

Another success story