Rush Nutrition’s Journey Of African Superfoods & Women’s Empowerment
Rush Nutrition’s Journey Of African Superfoods & Women’s Empowerment. Rush Nutrition, an authentically healthy South African brand made by moms for parents looking for simple, local, and natural nourishment, is leading the way in nutrition and women-led empowerment. With a workforce of 70% women and supported by investors – Secha Capital and Tiger Brands Venture Capital Fund – that prioritise empowering female owner-operators, Rush Nutrition is intentional in its commitment to hiring mothers and empowering women in the food industry.
“Thanks to our investor’s commitment to equality and empowerment, the largest equity stake remains with me as the female founder and our shared goal of investing in women in this sector,” says Lara Mare, Managing Director, and Founder of Rush Nutrition. “I am intentional about the hiring of mothers especially. I started the business as a single mother who wanted more autonomy and flexibility than that allowed by corporate work environments, and I want to pay it forward to other mothers and women.”
Rush Nutrition has cultivated a culture of flexibility and autonomy which has highlighted how difficult it is for women to raise a family within the constraints of modern business. “So many women carry the burden of responsibility for the children, and they are providers which makes it difficult, even if it is rewarding,” continues Mare. “We give people the space they need to be with their families. In fact, one of our slogans is ‘Made by Moms, Inspired by Nature’.”
Rush Nutrition has also made it easier for moms to build healthy families with a focus on creating a range of snacks and juices that make it easy for people to make healthy choices while staying far away from the bad things like gluten, soy, preservatives, additives, and refined sugar which compromise gut health and drive inflammation.
The company has an increasingly varied range of nutritious snacks and juices. Included within the range are the 100% Pomegranate Juice that has been endorsed by the Heart and Stroke Foundation; the just-launched 100% Blueberry Juice that is high in antioxidants, boosts brain and heart health, strengthens the immune system and promotes healthy skin and weight management; and a range of snacks that combine flavour with nutritional integrity.
“There’s an inherent trust knowing that mothers are conscious about what they’re feeding their families – they’re the gatekeepers, and we celebrate and applaud them,” says Mare. “Women just see nutrition differently, and they are also a powerful force for change in the business environment. They have a gentler approach, collaborate, and connect to build an immersive and engaging culture.”
Women-owned, woman-led, and women-inspired, Rush Nutrition is growing from strength to strength, bringing families the food they need to thrive. The brand has recently gained investment from the Tiger Brands Venture Capital Fund which became a minority shareholder in the last quarter of 2023, joining Secha Capital, an early-stage impact private equity firm which gained a minority stake in 2020. As Secha Capital Director, Rushil Vallabh, said: “Rush Nutrition excited us because they are at the forefront of functional nutrition design and have an authentic product.”
It is a sentiment echoed by Barati Mahloele, Tiger Brands Venture Capital Fund Director who said: “Consumer awareness is at an all-time high around product sustainability and nutrition. At the same time, our mission as Tiger Brands is to make plant-based snacks and beverages more accessible and affordable for South African consumers. This deal ticked all the boxes as well as being female-founded and operated.”
