Norish

In Founder Focus we introduce entrepreneurs and change-makers working on innovative startups, social enterprises and SME’s around Aotearoa New Zealand.

At a glance

Founder: Gina Urlich

Business: Norish

Founded: 2022

HQ: Hawke’s Bay

Can you tell us a bit about your business?

NORISH is a category changing baby food & children’s meal boosters – disrupting the industry in the most positive way possible.

By harnessing the power of freeze dried technology we preserve the nutritional value of the world’s most nourishing foods.

Or recipes are unique & innovative, carefully crafted by a clinical nutritionist to deliver essential nutrients without the use of synthetic vitamins or minerals.

For the first time we are seeing nutrition, convenience & an educational brand parents can turn to for trust & transparency.

What’s the backstory for your business idea?

Gina Urlich embarked on her professional journey in the field of nursing before pursuing a BHSc in Nutritional Medicine, specialising in women’s health and infant nutrition.

Following the arrival of her fourth child, Gina released an ebook dedicated to introducing solids to babies. The ebook received an overwhelmingly positive response, leading Gina to recognise the strong demand from parents for guidance on nourishing their little ones, despite their limited time. In today’s world, where both parents often work, convenience has become a near necessity.

Unfortunately, commercial baby food falls short in terms of nutritional value. Recognising this gap, Gina embraced the concept of freeze-dried baby food, which not only provides nutrition and convenience but also offers a sustainable and scalable business solution.

What programmes, learning or mentoring, or resources have been of assistance so far?

Gina has been involved with Innovate Hawkes Bay & the Ministry of Awesome accelerator programmes that support founders & new startups. Both of these programs have connected Gina with industry leaders and business support.