Our Beginnings
The PURA® brand was established in 1935 when Albert Siebel founded the PURA® dairy on Murray Road in Preston, Victoria.
At the time, there was only one cart delivering to a few streets. By 1964, the PURA® dairy was supplying 32% of Melbourne’s milk.
From these humble beginnings, PURA® has grown to be one of the best known milk brands in Australia.
1935
PURA® Dairy is established in Preston, Victoria.
1991
PURA® Light Start, a low fat milk, is launched in Victoria.
PURA® milk is introduced to South Australia, when Farmers Union White Milk products are relaunched as Farmers Union PURA.
1994
PURA® milk is introduced to Tasmania, when Tasmaid milk is relaunched as Tasmaid PURA.
1995
PURA’s® Light Start TV campaign launched featuring Keiren Perkins, Australian swimmer and gold medalist at the 1992 Olympics, with “and I still write my name on my milk”.
1998
PURA® Tone, a no fat milk, is launched.
1999 – 2001
PURA® is a major sponsor of the St. Kilda AFL team.
2000 – 2007
PURA® sponsors the Sheffield Shield, Australia’s domestic first-class cricket competition, renaming it to the PURA CUP.
2007
“Make Light of the Mornings” TV campaign launched for PURA® Light Start, positioning the Light Start sub-brand as the beacon of optimism and positivity in the milk fridge.
2022
PURA® Lactose Free milk launches in South Australia.
2022
PURA® exclusive café brand Bayside Dairy™ launches in VIC
Our Farmers
PURA® is proudly made in Chelsea, Victoria. We source our milk from across the state, using Victorian milk in our Pura products.
In Victoria, Pura® supports over 50 farming families and communities, bringing you farm fresh milk while supporting our local farmers.
Our Farmers
PURA® is proudly made in Salisbury, South Australia. We use milk from our local South Australian farms, and from Victoria at certain times of the year.
In South Australia, Pura® supports over 20 farming families and communities, bringing you farm fresh milk for over 30 years.
Our Farmers
PURA® is proudly made in Lenah Valley, Tasmania. We source our milk from across the state, using Tasmanian milk.
In Tasmania, Pura® supports 11 farms, bringing you fresh milk while supporting our local farmers across the state.