Through crowdfunding, Puremilk began its sustainable practice in the dairy industry in 2015. The venture was co-founded by veterinarians Gong Jianjia, Lin Xiaowan and Guo Zheyou, who hoped to serve as a bridge between consumers and dairy farmers and form a healthy cycle of dairy consumption. For Puremilk, behind a bottle of fresh milk is a revolution of the industry — enabling veterinarians to realise sustainable education and reallocate resources to rural areas.
Puremilk upholds the concept of fair trade, purchasing raw milk from high-quality dairy farmers at a reasonable price. On top of rewards for high nutritional content, since 2016 it has allocated 10% of its annual net profit to cooperating dairy farmers each year, to prioritise improvements to the cattle breeding environment and the welfare of ranch employees.
From veterinarian to entrepreneur
CEO Gong Jian-Jia reflects that his earlier capitalist values shifted after connecting with indigenous communities on Orchid Island, where he observed sustainable living practices. “They do not pursue a lifestyle of maximisation, which touched me deeply.” Over five years, the company built interdisciplinary teams and developed longer-term stakeholder partnerships rather than purely commercial relationships.
Nurturing talent, embracing diversity and inclusion
At five years operational, Puremilk’s enduring commitment remains focused on “farmers, animals, and our partners,” with the aim of evolving into a “diversified, rich and inclusive company” over the next decade.
Fresh milk is made to become more tolerant and people-oriented — whether it is dealing with the environment or with people.Gong Jian-Jia, CEO, Puremilk
He illustrates the philosophy through former team members who launched complementary ventures inspired by Puremilk’s culture — describing them as “seeds germinating in different industries.”