Can you give an overview of PURIS for readers unfamiliar with your operations?
PURIS is a second-generation family business, founded 40 years ago by my father, who was a plant breeder. His vision was to create a more sustainable and efficient food system by focusing on plant-based proteins. Instead of relying on animals to process protein for human consumption, he believed in growing protein-rich plants directly for people. This idea was groundbreaking in 1985, and it required building non-GMO, organic seeds and agricultural systems that could scale while producing food that was both healthy and delicious.
Thirteen years ago, we expanded into the ingredient business, focusing on pea protein. As the first and largest North American manufacturer of pea protein, we addressed challenges such as improving its taste and ensuring its scalability for farmers. Our approach connects regenerative farming practices with consumer demand for sustainable, healthy food. Today, PURIS is a leader in protein independence, offering innovative products derived from peas, which are resilient crops that support climate-smart agriculture.
How has PURIS maintained an edge in the competitive plant-based protein market?
Starting early gave us the advantage of learning through trial and error. When we began making pea protein, there were few suppliers or customers in the U.S. market. Now, pea protein is a cornerstone ingredient in plant-based food manufacturing worldwide. Our experience has built a resilient, innovative culture that continues to drive our success.
What sets us apart is our commitment to quality, transparency, and taste. PURIS provides organic, traceable, non-GMO ingredients, and we prioritize solving consumer problems—taste, affordability, and accessibility. Healthy food shouldn’t taste healthy, and our technology ensures that protein-fortified products deliver exceptional flavor while meeting nutritional expectations. We aim to connect consumers to their food, offering products that rival the taste and experience of animal-based proteins.
How has your facility expansion impacted PURIS’ ability to meet growing global demand?
Our expansion has been pivotal. We now operate two manufacturing facilities in the U.S., including a state-of-the-art plant in Dawson, Minnesota. This facility was a major investment in scaling our operations, allowing us to produce all our SKUs, including organic and non-GMO options, at a level that meets increasing demand. The plant operates 24/7 and is designed for future growth, ensuring we remain efficient and cost-effective in a competitive market.
The U.S. is the largest market for pea protein, with most global supply directed here. However, international competition, particularly from China, has posed challenges. To protect domestic producers and ensure fairness, we filed a petition with the U.S. government against dumped and subsidized Chinese imports. This resulted in substantial tariffs, reinforcing the integrity of the U.S. pea protein industry and supporting our investment in regenerative farming and high-quality production.
What role does sustainability play in PURIS’ operations and vision?
Sustainability is at the heart of what we do. Our focus on regenerative agriculture ensures that our crops, like peas, nourish the soil while supporting farmers’ livelihoods.
By creating markets for diverse, climate-smart crops, we incentivize sustainable farming practices that are crucial for addressing global food challenges.
We are also deeply committed to organic integrity. The U.S. organic market is valued at $60 billion, but there are challenges with oversight and fraudulent labeling, especially in imported products. PURIS champions transparency and trust in organic certification, building a model that scales sustainably while delivering high-quality, authentic products to consumers.
How has your background in sports influenced your leadership and vision for PURIS?
Growing up, I balanced playing sports with working in the fields alongside my father, which instilled a strong work ethic and resilience. My time in the NFL taught me the importance of teamwork, discipline, and leadership—qualities that translate directly into managing a company. Being part of a Super Bowl-winning team showed me how leaders commit to excellence and build a culture of success.
At PURIS, I aim to replicate that team spirit, fostering collaboration and innovation. In business, unlike sports, there are no seasons—it’s game day every day. My goal is to position PURIS as a leader in the plant-based industry, addressing global challenges like population growth and environmental sustainability through solutions that are scalable, impactful, and nourishing for both people and the planet.
What challenges and opportunities do you see in the future of plant-based protein?
The plant-based protein market continues to grow, but scaling requires navigating tight margins, consumer cost sensitivity, and evolving market dynamics. While competition is healthy and drives innovation, it must also be fair. Our success in securing tariffs against Chinese imports demonstrates the importance of maintaining a level playing field to support domestic producers and farmers.
Looking ahead, the need for alternative proteins will only increase as global populations rise. Plant-based foods, dietary supplements, and functional foods are converging into a single market, pushing the food industry to innovate. Consumers are driving this change, demanding nutritious, accessible options that align with their values. PURIS is well-positioned to meet this demand, leveraging our expertise and commitment to sustainable food systems.
What’s your outlook on the role of consumers in shaping the plant-based industry?
Consumers are the driving force behind the plant-based revolution. Their choices influence what manufacturers produce, and their expectations for taste, quality, and transparency push the industry to evolve. By providing solutions that meet consumers where they are—whether through vegan products or hybrid options—PURIS is helping to accelerate the adoption of plant-based proteins.
As consumers become more educated about their food choices, the momentum for sustainable, health-focused products will continue to grow. It’s an exciting time for the industry, and we’re proud to be at the forefront, delivering innovative solutions that make plant-based eating accessible and enjoyable for everyone.
