This year, in 2025, we are celebrating the 40th anniversary of PURIS. We sat down with Jerry Lorenzen, the founder and visionary behind PURIS, to discuss the journey, family involvement, belief in possibilities, and team collaboration that has built this company, as well as his vision for the future. Here's what he had to say:
PURIS Founder - Jerry Lorenzen
Q: What inspired you to start PURIS 40 years ago? What problems were you trying to solve?
Jerry Lorenzen: It's a little bit of an inspiring moment for me. I came from a sports family and started working out to be a professional football player at age 5. I worked out every day from five years old till 21, and then I went to Iowa State to play baseball and football. I was sure I was going to be a baseball player or football player, but I also grew strawberries and pumpkins and did gardening experiments with my mom. One day, I thought I would go into the seed business. The whole concept of PURIS hit me like a bolt of lightning. I saw a world that would grow from 6 billion people to 10 billion people, and I knew we needed to build a world in which protein was more regionalized. There was no doubt in my mind that this was what we needed to do, and no matter what the odds were, we were going to pursue it and never give up on it.
Q: How did your family come around to this vision that you had, and who were the key players?
Jerry Lorenzen: It was a family event from day one. There's a picture of Nicole and Tyler out in the field, picking flowers and working the fields at a very young age. Nicole started going around the Midwest planning yield test plots at 8 years old. It was very hard work, and our family did it together. This created a culture of grit and teamwork that is reflected in how our company operates today. We all work together, and no one is left behind.
Q: Can you elaborate on the challenges faced during the early years?
Jerry Lorenzen: The early years were tough. We started the company with only $250. That budget made it difficult to get the business off the ground. We had to rely on small plots of land from my wife's family and my grandmother to grow the initial crops. Many people doubted my vision and couldn't understand why I wanted to focus on plant-based proteins instead of traditional animal-based proteins. The work was physically demanding, and we worked seven days a week, often for 14 hours a day. Despite these challenges, our belief in possibilities and the support of my family and team were instrumental in overcoming these obstacles and building the company into what it is today.
Q: What is your belief in possibilities, and how has it shaped PURIS?
Jerry Lorenzen: I've always believed that anything and everything you can imagine is possible. There's not one thought in your head that isn't possible. You need to believe, and if your belief is strong with everyone in the organization, there's nothing that can stop you. Life is full of problems, and maybe the problems are intentional in building your will so strong that you'll never stop. I've had mentors throughout my life, and I've always believed in the power of imagination and determination.
Q: Can you talk about team collaboration and the importance of working together?
Jerry Lorenzen: Team collaboration is crucial. If you can get the entire team of people going in the same direction with the same commitment and love, there's nobody that can stop you. You don't compete against your competition; you compete against yourselves. When that happens, it's magic. We work hard, but we also play hard and have fun. It's important to have a team that is stress-free and works with excitement and thrill.
Q: What is your vision for the future of PURIS?
Jerry Lorenzen: The concept of protein independence and local production is key. The world is going to be more regional in its manufacturing, with 3D printing and regional food production. The concept we started with was that if it doesn't taste good, it doesn't matter. We want to create an emotional experience for our customers where they say, "Oh my God, this is great." PURIS is about changing the consumer experience and developing plant-based proteins that are art, not just food. We aim to be a huge global company that lasts for generations, always caring about our customers and doing great things for them.
Q: What are you most proud of when you look back at PURIS?
Jerry Lorenzen: I'm proud of Nicole and Tyler and everything they've done. Even my son-in-law, Jordan [Nicole's husband], is crucial to our family business. But the person who gets no recognition for why PURIS is here today is my wife, Renee. She didn't sign up for this, but she brought in the discipline and financial power behind building the business. Without her, we wouldn't have been able to do all the things we're doing today. She always supported the dream and made sure we could manage our expenses and run the business effectively.
Photo - Jerry and Renee with young Nicole
Q: What parting thoughts would you like to leave for our readers?
Jerry Lorenzen: PURIS has had vision and determination since day one, which has kept us going for the last 40 years. I’m inspired by my whole family’s involvement from the very beginning and hope this inspires readers, too. My belief that anything and everything you can imagine is possible is at the core of what makes PURIS, PURIS. The importance of collaboration through commitment, love, and a shared vision continues to push our company further. We envision a future with independent and local protein production that creates an emotional experience for consumers. I have a lot of pride in my family, especially my wife Renee, who played a crucial role in keeping the company disciplined, especially in the challenging early years. Our commitment to doing good for people and our planet embodies PURIS's values.
PURIS 40th Anniversary
As we celebrate PURIS's 40th anniversary, reflecting on our journey from humble beginnings in 1985 to becoming a vertically integrated company that spans seed genetics to finished consumer products is incredible. Our commitment to innovation and sustainability has driven us to develop high-quality pea ingredients made in the USA. This milestone is a testament to our dedication to transforming the food industry and positively impacting our customers and the environment. Please keep a lookout for more content on our 40th anniversary. Here's to many more years of growth and success!
