For nearly 30 years, Kaz Staples has championed wholesome, authentic food, driven by a belief in its transformative power. Her journey is not just a tale of business acumen, but resilience, reinvention, and a profound dedication to nurturing both people and products.

Words Lucinda Diack 

Kaz Staples’ entrepreneurial journey began in 1997 with the founding of Pure Delish, a breakfast cereal and snack brand that quickly became a household name. For 22 years, she poured her energy into building Pure Delish from the ground up, navigating the ever-changing landscape of the FMCG (Fast-Moving Consumer Goods) market. It was a period of extensive experience that provided her with invaluable insights into the industry, allowing her to understand consumer trends and the intricacies of product development and distribution.

The decision to sell Pure Delish in 2019 was multifaceted, including a compelling need to prioritise her health. ‘I am a two-time breast cancer survivor and it was a period of time where lots of friends and family were being impacted by similar things. It felt like the universe was signalling to me that it was time for a change of pace, so we sold our baby, and moved to Matakana. Just as Covid hit.’ 

It was during the Covid lockdowns, a period of introspection for many, that Kaz began writing her book, The Cereal Entrepreneur and turned her attention to ‘sprinkling a bit of Kaz gold dust’ – a philanthropic endeavour to support other women in business, sharing her wealth of knowledge and experience in the food and wellness sectors which found her involved in a fermentation business. 

‘It is so easy to cut corners, especially in a growing business, but we are determined to stay true and authentic in what we do, and that is wild fermentation.’ 

Rebranded Wildly just under three years ago, Kaz says wild fermentation is what sets them apart. Unlike many other commercial brands that add lab-grown cultures, Wildly’s process harnesses the power of naturally occurring microorganisms. Their water kefir, for instance, is brewed using live water kefir grains – a living organism similar to a kombucha scoby – which naturally produce probiotics. The meticulous, hands-on approach requires careful management of factors like temperature and feeding, highlighting Kaz’s commitment to authenticity over ease of production. 

The same dedication extends to their kimchi and sauerkraut, which are naturally fermented to develop their own unique bacterial profiles. These can take up to a month to ferment in tanks, and are turned and nurtured every few days until they are fermented to perfection.

‘There are faster, bigger, more commercial ways to make the products, but for us it is about making it “real”, which means we are focused on a hands-on small-batch production so that we can deliver a product that will truly change the lives of our customers and transform the way they feel. 

‘It is so easy to cut corners, especially in a growing business, but we are determined to stay true and authentic in what we do, and that is wild fermentation.’ 

It has been scientifically proven that having a healthy and happy gut is at the epicentre of human health and wellness; as Kaz states, ‘Our gut is our second brain, we need to be looking after it.’ A passionate advocator for clean eating, Kaz laughs as she runs through the various food trends over the years, highlighting that initially eating for gut health started off the same way. ‘Now we know the benefits, consuming clean, nourishing products that are as close to mother nature as possible, it is a no-brainer. It isn’t a trend, it is here to stay and my hope is that it will just evolve to be part of who we are and how we eat.

‘Fermented products are something that have been around for thousands of years, pre-dating refrigeration, and are something we can be consuming on the daily. They are fresh, delicious and beautiful.’

The notion that fermented products might be harsh or sour is something Kaz strives to educate consumers about and encourages everyone to give them a try. ‘Not only will you start to feel better, with increased energy, improved digestion and even reduced sugar cravings, all of which come about as the gut microbiome comes into balance, you might just be surprised how delicious water kefir, kimchi and sauerkraut really are!’ she enthuses.

Beyond the products, Kaz’s enduring passion lies in the people she surrounds herself with, and impacts. Whether it’s nurturing her staff or connecting with customers, human connection is at the core of her entrepreneurial spirit. ‘A big part of my why is supporting my people and helping them to grow and thrive,’ she explains. 

Her dedication to authenticity, combined with a relentless drive for innovation and accessibility, ensures Wildly is not just selling products, but fostering a healthier way of life, one delicious, fermented bite (or sip) at a time.

Kaz Staples Explains Fermentation’s Magic Touch

Ever wonder why that sourdough bread tastes so good, or why yoghurt leaves you feeling light? The answer often lies in a microscopic marvel: fermentation. Far from just a culinary technique, fermentation is a biological process where microorganisms like bacteria and yeast convert carbohydrates into acids, gases, or alcohol. Think of it as nature’s ultimate upcycling.

But the benefits extend far beyond flavour. Fermented foods are powerhouses for our gut health. Packed with beneficial probiotics, these living microorganisms help cultivate a diverse and thriving gut microbiome – the bustling community of bacteria within us. A healthy microbiome is linked to everything from improved digestion and nutrient absorption to a bolstered immune system and even better mood regulation. So next time you reach for kimchi, kombucha, or kefir, remember you’re not just enjoying a tasty treat; you’re nurturing a healthier, happier you from the inside out.

Try Sauerkraut

3 Ways to include Sauerkraut in your meals
Want to give it a go but not sure where to start? Sauerkraut is incredibly versatile and can be added to a variety of dishes adding flavour, crunch and of course a sprinkling of magic.

The Classic Topping: Sauerkraut’s tangy crunch is the perfect counterpoint to rich, savoury meats, whether as a side dish or a generous dollop on top! 

In Salads and Bowls: Elevate a simple salad or grain bowl with a heaped spoon of sauerkraut which will act as a natural dressing or complement a light vinaigrette.

Get Creative: Don’t limit sauerkraut to just traditional pairings! It can add a surprising twist to many dishes including scrambled eggs, cheese toasties or even smoothies!