Making the world a healthier place
Interview with
Haleo founder Jane Pieterse
by Lorna Morris
Tell us a bit about your background…
J: I grew up back in New Zealand in a place of around 65,000 reisdents (Rotorua). An amazing tourist town with so much to do outdoors. Time after school in summer would be spent either swimming in the lakes, biking in the forest, climbing trees, but always with nature.
I studied law only because a career advisor in my final year told me I was good at english and history so I should go with that! My Dad was a family lawyer, as was his Dad, so I just followed suit.
I have always wanted to help others and I love to be around people, but I realised pretty early on that I would not be cut out for something like family law (as this would be too emotionally taxing) so deep down I knew it was not my calling.
The only law paper I really loved at uni was legal ethics. It wasn’t a paper which consisted of strict rote learning, but rather, our lecturer encouraged active discussion and one assignment was to read ‘To Kill a Mockingbird’ but Harper Lee (still to this day, one of my favourite books). It’s major theme is that people should not be judged according to who/what they are, but should be judged on their actions and behaviours. This fascinated me.
When did you feel that you needed a change?
J: After researching diet and seeing Dad’s journey back from the brink of death — I could no longer even feign being passionate about law. I felt a kind of social responsibility to help others and share Dad’s story.
When I read the story behind Haleo I actually cried — it’s incredible! For those who don’t know the story please would you share it?
J: In September 2013, one phone call changed everything. I had just arrived back in London from New Zealand where I had been visiting Dad in hospital who had been battling stomach cancer. A team of 5 oncologists had just delivered the news that Dad had days, maybe even a few weeks to live and there was nothing more they could do for him. I had been summoned back home to spend Dad’s last few days with him until his time was up. Within 48 hours of landing in London, I was back on another 24 hour flight back home with Gray (my husband) — this was the start of our incredible journey. When you have no hope left, you begin to look for anything to get some sort of hope reinstated. We were told about ‘apricot kernels’ combatting cancer.
They are natural and banned in the US, but have small dosages of cyanide and can slowly kill off cancer cells. They contain a vitamin called B17, which can be found in other nuts etc. We were told by some incredible people we met through hospice about these kernels and, because of this, we were motivated to use ‘Dr google’ late at night and started to pick up on a trend with plant based food and natural products combatting cancer.
We took Dad off all red meat, dairy, processed food, started giving him the kernels and a nutrient rich plant based diet — and a miracle was born. He didn’t die — in fact, he looks the best he has in years. Slowly, but surely, the yellow went down and the liver seemed to start working again.
Are you enjoying your startup journey?
J: It’s been an incredible journey so far! Everyday I am just learning so much and have been fortunate enough to have undertaken a course through ‘Escape the City’ with other like-minded souls who are also on this startup adventure.
It’s been amazing to be around this group, as there is a wealth of knowledge, support and encouragement. I think it’s essential to have a core support network, as like with anything new, it can be incredibly scary and lonesome going at something new on your own.
What has been the hardest part so far?
J: By nature, I am not too patient when it comes to “work” and I have had to realise that starting your own business isn’t instant. It’s a process that takes a lot of time.
My goal is to open a clean food cafe one day, but right now, I just want to focus on building a community on the Haleo website in order to educate people with Dad’s story, the importance of eating well, being mindful and becoming more conscious with what you are putting on your plate.
Are there any specific challenges you are facing at the moment?
J: I am wanting to get into some pop-up space to trial put some of my clean food dishes as a clean takeaway option (either dinner or lunch) but it’s not as easy as I had hoped. A lot more networking and “hustling” is involved which, by nature, isn’t my strongest point!
How do you envisage the future of Haleo?
J: I see it being a “go to” health website, where hopefully others benefit through recipes, reading the blog and learning (in a easy fashion) about nutrients etc. I would love to build up the number of followers. Ideally, I would love Haleo to become a brand which has clean products for sale through retail and then eventually a wellness cafe.
What is your biggest frustration with the food industry?
J: Even in this day and age, labelling and misrepresentation still gets to me. People assume when certain buzz words put on products they are good for you. For example, we all thought (at first sight) that Nakd Bars were good for us. Read the label and you will be startled at the amount of sugar one small bar contains!
Also, I am frustrated that the likes of Mcdonalds and KFC are still around. I believe fast food is as bad as the tobacco industry. Legislation should come into force banning fast food. They make it cheap therefore accessible and this contributes largely to obesity, poor diet and cancer.
Have there been any resources (books/websites/etc.) that you have found particularly useful in your Haleo journey to date?
J: The internet is filled with incredible resources! We never found one particular website which had all the information we needed at the time (hence building Haleo in the first place) but Kris Carr is an incredible woman who fought cancer too and her website is a good read: kriscarr.com
Our favourite book at the moment is “Mind over Medicine” by Dr. Lisa Rankin which provides scientific proof that you can heal yourself. The power of the mind is simply amazing. It’s one thing to have a good diet but we must start to understand how stress and worry can contribute largely to ill health. This is the first book published with scientific proof — which is great for the skeptics out there!
Have you got any advice for people who want to live a healthier lifestyle?
J: Read your labels! Understand what you are eating. Chances are if you can’t pronounce the ingredient or have never heard of it it really isn’t good for you.
Eating well can be incredibly flavoursome and nourishing — you can make it fun! Make sure you eat more consciously, exercise, sleep, lessen stress — we have heard this for years, but it’s the key to living long and well.
Jane Pieterse is an ex-lawyer turned health warrior. She shares delicious recipes on her Haleo website as well as giving advice to those who want to move over to a plant based diet. She’s also an awesome rapper but F’Eminem only comes out on special occasions…
For food porn and to keep up to date with Haleo recipes follow Jane on instagram.
