On 21 July, the V&A Waterfront welcomed its newest food destination, but this isn’t just another café. Pure Good Café is a radically different space built entirely on the principles of sustainability, community empowerment and accessible wellness. From its thoughtfully designed architecture to its carefully crafted menu, this is more than a place to eat, it’s a catalyst for change, redefining how we experience food and sustainability every day.
The story of the café began in 2023, when the V&A Waterfront approached Pure Good, a health-focused contract catering company, with a one-of-a-kind opportunity: to take over an eco-structure built almost entirely from salvaged and repurposed materials. For founder Shannon Smuts and her team, it was love at first sight.
“The idea of creating something beautiful and functional entirely from discarded materials resonated deeply with us, not just as a business, but as individuals,” says Smuts.
True to their vision, the Pure Good team committed to fitting out the café using only upcycled, second-hand or landfill-bound items. Creative features like mosaics made from broken Mervin Gers ceramics, furniture fashioned by Wunders from office waste and ‘orphaned’ plants from Plantify that would have otherwise been discarded bring the space vividly to life. With over 98% of the entire café constructed from salvaged materials, this stands as one of the greenest café builds in South Africa.
This thoughtful approach, however, extends beyond materials to embody a broader philosophy. More than just visually striking, the café serves as a manifesto for a new kind of food experience, one rooted in conscious design and environmental integrity. From floorboards reclaimed from the iconic Old Clock Tower to an outdoor deck crafted from salvaged Quay Four wood, every detail reflects a dedication to reuse and purpose. Even the crockery, sourced from Mervin Gers’ factory seconds and “flawed” pieces, proves that beauty doesn’t require perfection.
“For us at the V&A Waterfront,” explains Donald Kau, Head of PR and Communications at the V&A Waterfront, “sustainability is a guiding principle, one that shapes the spaces we create and the partnerships we nurture. The extension of Pure Good’s presence in the Waterfront showcases the opportunities in action for tenants who embrace our shared values and principles.”
At its heart, Pure Good Café is all about wellness that truly works, offering practical and delicious nourishment that benefits both people and the planet. The café will serve wholesome, affordable meals crafted from scratch, using fresh produce sourced directly from Pure Good’s organic, regenerative farming partners.
“From the structure to the menu to the food waste streams,” adds Smuts, “we’re leading the charge on circular design, proving that sustainability and great food can go hand in hand.”
But Pure Good’s impact isn’t just centred around the café plate. Convenience meets wellness through the Feed Me: Pure Good app, which empowers office workers to order meals customised to their health goals, complete with personalised feedback and seasonal tracking.
The café’s kitchen is also a vibrant training hub for youth from disadvantaged communities. Partnering with organisations like The Homestead Project, Pure Good offers real skills, meaningful employment and genuine pathways to upward mobility, not just charity.
“Every cup of coffee and every bite of food supports a bigger mission for us,” explains Smuts. “Whether it’s training the next generation of food entrepreneurs or reducing waste, we want every part of the experience to matter.”
Just beyond the café, a surrounding garden, nurtured in partnership with the non-profit organisation Grow SA and supported by the V&A Waterfront, feeds directly into the seasonal menu.
So, what is on the menu?
Expect a vibrant, ever-changing menu featuring build-your-own protein-rich bowls, wraps and sandwiches bursting with local goodness. House-made sauces and pestos crafted from the freshest ingredients add unique flavours, while guilt-free treats and smoothies offer wholesome indulgence. Complementing these are excellent coffee options, along with hot drink alternatives and fresh juices. Each item is vibrant, versatile and carefully crafted to appeal to a wide range of tastes, from health-conscious commuters in need of a quick, nourishing option to tourists looking for a wholesome, satisfying bite.
With Pure Good Café doors now open at the V&A Waterfront, Smuts hopes it becomes more than just a place to grab a great meal. “We want people to walk in curious and walk out inspired,” she concludes.
With its bold vision, thoughtful details and commitment to doing good on every level, this is a café experience that invites you to nourish your mind, body and conscience. Whether you’re drawn by the flavours, the philosophy or a bit of both, Pure Good Café offers a refreshing new reason to visit the V&A Waterfront.
