Chef Shannon Smuts on how profit, not revenue, drives sustainable business growth

Cape Town entrepreneur Shannon Smuts, a former MasterChef South Africa finalist, launched Pure Good Food as a way to create a market for a community food garden. The business grew from a small cafe into a catering company operating across various settings. However, Smuts found that scaling the business exposed operational capacity, systems, and cash flow gaps.

To address these issues, Smuts integrated digital systems such as Xero accounting software, point-of-sale technology, inventory tools, and staff communication platforms. This shift improved efficiency, visibility, and confidence in growth, ultimately shifting her focus from revenue to sustainability. Smuts emphasizes the importance of daily financial management, including cash flow monitoring, profitability reviews, and forecasting.

For other business owners, she recommends a step-by-step approach to digitising operations to enable smarter procurement and reduce food waste.

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