Pure Heart Aotearoa

What Pure Heart Aotearoa does

Pure Heart Aotearoa is a New Zealand-based commercial initiative of the non-profit M\u0101ori Iwi organisation Ngati Kahungunu ki Tamaki nui-a-Rua, operating as a community-owned health food venture. Founded in 2018 and headquartered in Dannevirke, the company sells a focused portfolio of three organic hemp food products: 250g Organic Hemp Hearts (shelled hemp seeds), cold-pressed Hemp Heart Oil in 250ml and 500ml recyclable glass bottles, and 450g Organic Hemp Hearts 70% Protein Powder. These products are differentiated by a cold-pressed extraction process that operates without heat or chemicals, and by the use of shell-free hemp hearts aimed at purity. Product packaging and certifications (HACCP, Food Safety Programme, and Australia New Zealand Food Standards Code) target the health-conscious, plant-based, and specialty diet consumer segments.\n\nThe business model is primarily direct-to-consumer e-commerce via the company's Wix-hosted website, offering individual SKUs at price points ranging from NZ$17.99 to NZ$69.99 and three discounted bundle SKUs. A monthly subscription option is offered across the core product line, adding a recurring revenue mechanic to a predominantly one-time purchase base. A wholesale/stockist enquiry channel suggests early-stage B2B distribution ambition, but no named retail partners are disclosed. The geographic footprint is currently limited to New Zealand domestic sales with free shipping on orders over NZ$50. Marketing is digital-first across Facebook, Instagram, and LinkedIn, supplemented by email newsletters, with messaging emphasising M\u0101ori community ownership, organic certification, and nutritional density (e.g., 70% protein content, 130% RDI magnesium per 40g serve).\n\nOperationally, the company is a micro-entity of 1-10 employees with no institutional venture capital; the only disclosed funding is a nominal NZ$3,318 Callaghan Innovation grant in February 2022. Revenue is not disclosed. The competitive position rests on Iwi community trust, organic positioning, and cold-pressed processing claims rather than proprietary patents, technology IP, or scale advantages.

Name

Pure Heart Aotearoa

Legal name

Pure Heart Aotearoa

Website

https://pureheartaotearoa.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Pure Heart Aotearoa is a New Zealand Iwi-owned (Ngati Kahungunu ki Tamaki nui-a-Rua) e-commerce brand selling organic, cold-pressed hemp hearts, hemp oil, and hemp protein powder to health-conscious consumers via DTC subscriptions and bundles.

Ownership category

akta.pro rank

Product category

Nutritional Hemp Foods

NAICS

Food (Health) Supplement Retailers (456191), All Other Specialty Food Retailers (445298)

SIC

Wholesale-Groceries, General Line (5141)

akta.pro industry

PRIMARYCRADAGAB

Vitamins & Minerals (Single Nutrients)

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Vitamins, Supplements & Sports Nutrition

SECONDARYCRAOAIAG

Hemp & CBD Product Wholesale Distribution

Consumer Products & Retail/Wholesale, Distribution & Category Management/Alcohol, Tobacco & Cannabis Wholesale Distribution

SECONDARYCRADAGAG

Weight Management & Metabolic Supplements

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Vitamins, Supplements & Sports Nutrition

Keywords

• Organic hemp foods
• Hemp hearts products
• Plant-based protein powder
• Cold-pressed hemp oil
• Nutritional hemp supplements

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Others

Revenue model

1. Direct Product Sales: E-commerce sales of organic hemp foods including hemp hearts, hemp oil, and hemp protein powder. Products sold as one-time purchases or monthly subscriptions.
2. Wholesale/Stockist Sales: Potential wholesale channel through stockist enquiries on contact page, indicating B2B sales to retailers.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Pure Heart Aotearoa produces and sells a line of organic, non-GMO nutritional hemp food products, including Hemp Hearts (250g pouch), cold-pressed Hemp Heart Oil (250ml and 500ml glass bottles), and Hemp Hearts 70% Protein Powder (450g pouch). Products are sold directly to New Zealand consumers via the company's e-commerce website through one-time purchases or recurring monthly subscriptions, with a secondary wholesale/stockist channel for retailers. The company is the commercial arm of the non-profit Ngati Kahungunu ki Tamaki nui-a-Rua Iwi organisation.

Product overview

Pure Heart Aotearoa is a non-profit Iwi organisation (Ngati Kahungunu ki Tamaki nui-a-Rua) selling organic hemp food products. The product portfolio consists of three core individual products: Organic Hemp Hearts (250g pouch), Organic Hemp Heart Oil (250ml/500ml glass bottles), and Organic Hemp Hearts 70% Protein Powder (450g). These are sold both individually and as value bundles: the Hemp Hearts & Hemp Heart Protein Combo, the Hemp Hearts & Hemp Heart Oil Combo, and the comprehensive Hemp Food Bundle combining all three products. The company offers subscription options for monthly deliveries of these products.

Differentiator

Problem solved

Functional benefit

Brands

• Manawa Pure: Sub-brand under Pure Heart Aotearoa product line
• Pure Health
• Hauora Pure
• Pure Hemp
• Kōaka Pure

Products and services

• Organic Hemp Hearts Premium grade AAAA Organic Hemp Hearts in a 250g pouch, sourced from non-GMO hemp seeds and processed without the shell. Provides complete protein with all nine essential amino acids, high levels of healthy fats, fibre, vitamins and minerals including iron, magnesium and zinc. Gluten-free, lactose-free and vegan-friendly; intended for individual consumers following plant-based, paleo, keto or gluten-free diets.
• Organic Hemp Heart Oil Cold-pressed Hemp Heart Oil extracted from the heart of the hemp plant without heat or chemicals, packaged in recyclable glass bottles of 250ml and 500ml. Rich in essential fatty acids including omega-3 and omega-6, and contains no CBD or THC. Targeted at New Zealand consumers seeking plant-based omega supplementation.
• Organic Hemp Hearts 70% Protein Powder Organic Hemp Heart Protein Powder in a 450g pouch containing 70% protein. Rich in essential amino acids, healthy fats, dietary fibre, magnesium (130% RDI per 40g serve), iron, zinc and potassium. Gluten-free and suitable for smoothies and baking; targeted at fitness and wellness consumers and those needing nutrient-dense plant-based protein.

Quantifiable outcome

• 130% RDI of magnesium in a single 40g serve of protein powder
• +1 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Nutiva: US plant-based superfoods brand with a strong hemp hearts, hemp oil, and hemp protein line, marketed around organic and cold-pressed claims similar to Pure Heart's positioning. Comparable on product format and brand narrative, though Nutiva operates at materially greater scale.
• Manitoba Harvest: Global category leader in hemp foods (acquired by Tilray), selling hemp hearts, hemp oil, protein powder, and hemp-based snacks at scale across North America and beyond. Represents the upper bound of what a pure-play hemp food brand can become and the principal competitive benchmark.

Direct peers

• Hemp Foods Australia: Australia's largest dedicated hemp food company, offering hemp hearts, hemp protein, and hemp oil across retail and food-service channels. Closest trans-Tasman peer with near-identical product range and the most natural target for Pure Heart's stated ANZ compliance.
• Australian Primary Hemp: Vertically integrated Australian hemp grower and consumer brand selling hemp hearts, protein, and oil. Comparable because it pairs a regional provenance story (Australian-grown) with a similar retail SKU set; useful read-across for Pure Heart's iwi-provenance positioning.
• Evo Hemp: US hemp food and snack brand selling hemp hearts, hemp protein, and hemp oil direct-to-consumer and via specialty retail. Comparable product mix and DTC-led distribution model make it a relevant peer for benchmarking Pure Heart's e-commerce and subscription economics.

Regional players

• Good Hemp: UK-based hemp food company selling hemp hearts, hemp protein, and hemp-derived beverage and food products. Comparable SKU set and DTC-led retail model; serves as a regional read-across for hemp foods adoption in English-speaking developed markets outside NZ.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/PureHeartAotearoa
• LinkedInlinkedin.com/company/pure-heart-aotearoa
• Instagraminstagram.com/pure_heart_aotearoa

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pure Heart Aotearoa