“Start a Natural Foods Company”
“Start a natural foods company.” Those were the words I wrote down on the blank piece of paper while in class with my holistic nutrition school. My goal was simple. I wanted to provide healthier, better-tasting alternatives to what was currently on the market, using the incredibly powerful superfoods that I was learning about in school, like quinoa, hemp, chia seeds and coconut oil.
The Aha Moment + A Lucky Break
August 2008 – I have a booth at the Westchester Triathlon for my health counseling practice. In an effort to attract visitors, I whip up hundreds of free baked goods. Turns out nobody cares about signing up for my health counseling, they just want to know where they can buy the baked goods! The AHA moment is here.
Two Weeks Later… I am driving and nearly swerve off the road when I see an email titled “Purely Elizabeth and DailyCandy”. DailyCandy wants to feature Purely Elizabeth baking mixes in their daily email blast later that week. I remember going to sleep the night before the email blast thinking, “If I get 20 orders that would be great.
August 2009 – After a few months of intense work, I decide to launch Purely Elizabeth with three Muffin Mixes and one Pancake Mix at the 2009 Westchester Tri. It will just be a side project, I think to myself …. and then we sell out of product.
October 9, 2009 – DailyCandy’s email blast goes out and within 3 hours I have $10,000 of online orders. After the excitement wears off, I realize I have to actually fill the orders! We were in business and fast. When you dream big, big things happen.
Granola is Born
March 2010 – We land on the shelves of our first retailer, Whole Foods Market in the Mid Atlantic Region. Thank you mom for single-handedly getting us into every location, one phone call at a time!
March 2011 – Purely Elizabeth granola is born! I made the first recipe in my NYC kitchen (and haven’t changed it since!), we launch the new granola line at Expo West, the largest natural food show in the country. The granola is an instant hit.
May 2013 – I cry on the subway after receiving one of the best emails of my life. Whole Foods is going to carry Purely Elizabeth granola nationally. DREAM COME TRUE.
#1 Selling Granola
December 2013 – I sign my first cookbook deal! Eating Purely, launches in Fall 2015.
January 2014 – We launch our line of Ancient Grain Oatmeals.
June 2014 – My dream of moving west comes true! Purely Elizabeth relocates our headquarters from NYC to beautiful Boulder, CO.
March 2016 – Continuing our goal to be a category innovator, we launch our Probiotic Granola and Grain-Free Granola.
July 2017 – Purely Elizabeth is the #1 selling granola in the natural channel. We are so grateful for your continued support and are excited to continue redefining the standards of packaged foods.