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Come July, when you walk into a Woolworths Food store, you’re likely to see a familiar and friendly little character on the shelf – that’s our Ollie!

Pure Beginnings, South Africa’s first certified organic baby brand, is proud to announce its distribution into Woolworths Food stores countrywide.

Established in 2006, Pure Beginnings has recently enjoyed a growing portfolio of retail clients, both locally and internationally. They now successfully export to over ten countries in the EU and further afield. Here in South Africa, through a strong and successful partnership with Baby City, Dis-Chem and Wellness Warehouse, amongst others, the Pure Beginnings brand has become well known to the South African consumer. This is especially true of parents looking for natural and organic alternatives for their children.

“When we started Pure Beginnings, our vision was to provide South African consumers with safer, better skincare choices for their babies and children,” says Bruce Moore-Gordon, Managing Director of Pure Beginnings. “We are delighted that our alignment with Woolworths – one of South Africa’s most well-known retailers – will afford us the opportunity to offer our organic products to even more people. Like Pure Beginnings, Woolworths is committed to, and cares deeply about sustainability, social development and responsible sourcing.”

The growth of the Pure Beginnings brand is an exciting indication that consumers are becoming more aware of what goes on and into their bodies. Parents especially, are more mindful of the ingredients that are used in skincare products and want to make the best choices for their babies and their families.

Bruce continued, “We are committed to making certified organic skincare products available to as many people as possible. Launching in Woolworths is one more step in that direction”.

Pure Beginnings will be available online at and at 198 Woolworths Food stores countrywide on the 1st of July 2019.