Purely Elizabeth

How entrepreneur Elizabeth Stein turned a batch of homemade muffins into a thriving and socially conscious food business.

- NEIL ZEVNIK

“Start a natural foods company.” That was Elizabeth Stein’s declaration to her holistic nutrition instructor when asked about her “unpredictable future.”

Not long after, she was attending a local triathlon expo to promote her newly minted nutrition services, only everyone seemed far more interested in the healthy homemade muffins she brought to lure them in. “When everyone kept asking where they could purchase the muffins, the light bulb went on,” she says.

This was pretty much before anyone outside the “health food” community was aware of nutritional powerhouses such as chia seeds, quinoa, almond flour, coconut oil, and the like—all of which she had learned about in her holistic nutrition training.

Her path was now clear and thus was born Purely Elizabeth. “My mission as a nutrition counselor was to help my clients live a healthier, happier lifestyle,” says Stein. “This was a way to take that same purpose but help a much larger audience on their wellness journey. This is our guiding star and what excites me each day.”

Stein admittedly knew nothing about the food business, and her learning curve was steep but successful. “I learned that you don’t have to have all the answers, just put one foot in front of the other and move it forward each day.”