DBN501: Introduction to Business in New Zealand -Management – Pure Food Co. – Case Study Assignment Help

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Case Study
Pure Food meals hit a sweet spot for people with eating problems
Tens of thousands New Zealanders have eating difficulties, as a result of illnesses, dental issues or injuries,
and have relied on texture modified food (TMF). Often, they have struggled to maintain a healthy diet.
Sam Bridgewater’s stepfather – who had cancer of the jaw – was one of those sufferers who struggled with
the enjoyment, independence and dignity of eating. Sam reckoned there had to be a better way to bring
pleasure back into eating and improve their quality of life.
For nearly two years, Sam and his business partners, older brother and Olympic rower George Bridgewater
and Maia Royal, researched texture modified or soft food and developed their innovative product that
looks and tastes great.
They talked to clinicians, dentists, District Health Boards, food scientists, chefs and consumers, and found a
market niche for people with eating difficulties.
The three partners launched The Pure Food Co (PFC) onto the market in October 2014 and first
concentrated on supplying nutritionally fortified meals in plastic pouches to people living at home,
including elderly and children with eating difficulties. The company then moved on and began supplying
aged care facilities.
Part of the company’s unique solution is that the meals are served as individual components (meat,
vegetables) rather than one mash of pureed food – the look and taste are consistent with the colour and
flavour of a normal meal.
Sam, a former corporate banker, says independently commissioned research showed tens of thousands of
people in New Zealand are presently on a TMF diet.
The eating difficulties may be related to cancer, dementia, Parkinson’s and Alzheimer’s, stroke, and having
no teeth or a broken jaw.
“We decided to provide a real food solution that keeps people well nourished,” he says. “The meals include
proteins, vegetables, carbohydrates and sauces, and we reduced the plate size and increased the vital
nutrition to ensure every mouthful is a winner.”
The consumers can choose, for example, hoki fish pie with leek and potato, cooked in a béchamel sauce
and hints of lemon, nutmeg and bay leaf; or roast lamb with potato, parsnip and carrot sautéed with
thyme, and braised purple cabbage.
The fresh beetroot is cooked with a touch of balsamic and the green beans are flash cooked with a
hint of lemon.
Sam and Maia first worked at their kitchen bench in Grey Lynn, and then operated out of Massey
University’s production kitchen in Albany. “We got our friends and our grandparents to taste our food,
and we took it to consumers at Mercy Hospice,” Sam says.
Organised through Auckland Tourism, Events and Economic Development’s Regional Business Partner
Network programme, The Pure Food Co received a $5000 Callaghan Innovation Getting Started grant
and then Callaghan contributed $12,800 towards a $32,000 R&D project.
The new business reached the stage of refining manufacturing processes and completing pre-
production runs at the state-of-the-art Food Bowl processing plant, located near Auckland airport.
ATEED’s Local Economy Growth Manager, Paul Robinson – who provided insights into the healthcare
food services market – says The Pure Food Co has developed a unique range of textured modified
meals. The company’s production now incorporates a full 28-day menu cycle and it is in solid growth
mode.
He says the founders have financial backgrounds and have taken a very regimented and disciplined
approach to determine if there is an opportunity in this area. They have developed a very compelling
investment proposition.
The Pure Food Co is now completing two-day production runs at The Food Bowl every three weeks
and is supplying its nutritious meals to aged care facilities and homes throughout the country.
The meals are supplied chilled and have a six-week shelf life. Customers can choose their own meals or
be sent a chef-selected set menu that provides a balanced and varied diet.
The menus will be refreshed every six months in line with seasonal ingredients, and each meal costs
$7.50.
The Pure Food Co will first tackle the New Zealand market but has an eye on exporting. “We have a
very healthy pipeline of interest, and we are aware of strong export opportunities,” says Sam.
The world is The Pure Food Co’s oyster – nutritionally fortified, that is.

Task:

1. Based on the case, propose the best
Internal
or
External
equity finance options to Sam Bridgewater in terms of sustainability of his business. Justify your answer with an appropriate and relevant example.
Q 2. Using your cognitive / intellectual skills, assess the New Zealand economy and recommend
FOUR (4)
appropriate sources of short-term borrowing to the CEO of The PFC. Provide reasons for the sources selected
. Justify your answer with example for each source

3. Evaluate the current state of New Zealand’s economy and analyse the significant negative and/or positive impact of any
THREE (3)
external environmental factors on the PFC. Provide relevant examples to justify your answers. 
4.By using your own conceptual knowledge, explain any THREE (3) objectives of the Human Resource planning and management process in sustaining the effectiveness of a business.
5. Identify
THREE (3)
stakeholders for The PFC and explain their importance in supporting the effectiveness of the business. Provide relevant examples to justify your answer.
6. Suggest at least
FOUR (4)
self-management skills to the CEO, Sam Bridgewater to develop in order to manage an effective working environment to achieve success in business environment. Support your answer with appropriate justification and logical reasoning.
7. Suggest at least
FIVE (5)
team leadership skills to the CEO, Sam Bridgewater to develop in order to manage an effective working environment to achieve success in business environment. Support your answer with appropriate justification and logical reasoning.
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