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Pure Beginnings has not taken for granted the opportunity to continue to trade during this unprecedented time in our country. Whilst we work hard (amidst obstacles) to bring you your favourite Pure Beginnings products, we are humbled and inspired by those around us who have turned what could be a devastating situation into one which is changing thousands of lives. 

With restaurants across our country closed indefinitely, Bellevue Café (a favourite of the Pure Beginnings family) has shifted their focus entirely to those in need. Keeping their staff employed (mostly waitrons who rely heavily on tips), they have turned their well-loved cafe into a soup kitchen. Partnering with the Durban-based Non-Profit Organisation Zero2Five, they are providing wholesome hot soups and stews to families whose livelihoods are worst affected by the virus.


Seeing the long queues of people waiting in line to receive food parcels to feed their families is devastating. We at Pure Beginnings felt that we could not, in good conscience, sit back and fail to assist the amazing people who are helping those in need. To this end, we have contributed towards the running costs of the soup kitchen at Bellevue Café, and will continue to support this fantastic initiative. In a small way, this will help them to continue to feed some of the most vulnerable communities in the areas of Ashville, KwaNyuswa, Winterton, Estcourt, Eshowe and surrounds. 


Zero2Five’s mission is to promote holistic early childhood development in disadvantaged areas. They strive to improve learners’ health and education outcomes through nutrition and education programmes within these centres. They help children reach their developmental milestones, which in turn can help them achieve their full potential and allow for a safe and prosperous life.

Every day Bellevue Café and Zero2Five aim to deliver 100 five litre buckets of warm soup/stew and rice in hygienically sealed buckets to these local communities. Some days they even manage to exceed that goal by making 150 buckets! Many people within these disadvantaged communities have run out of money for electricity or gas and are therefore unable to cook and provide warm meals for their families. It brings Pure Beginnings such joy to see the smiles on these kids’ faces as they receive the buckets of healthy and nutritious food to fill their tummies. 

Thank you to Bellevue Café’s Guy Cluver and his team, as well as Julika Falconer and everyone serving at Zero2Five for inspiring us to use this time to show love, care and compassion for those around us.

Photos taken by Rogan Ward.