Shop safe. Eat well. Live better.
PuroPlate is built to take the detective work out of grocery shopping, empowering millions with allergies and dietary needs to find safety in every bite.
A personal problem. A universal frustration. A company.
It started quietly. A gluten allergy. Then, a couple of years later, a celiac diagnosis. And with it a realization that the joyful act of eating had become a daily vigilance exercise.
Grocery shopping meant decoding labels. Restaurants meant running a mental checklist before ordering. Dinner at a friend's place meant a familiar internal debate: ask the questions and feel like a burden, or say nothing and quietly go without.
It is the quiet isolation and the dread of being a burden that hurts the most. Rather than risking making yourself someone else's problem, you quietly learn to stop asking. You make do with what you can eat or don't eat all, and you tell yourself it's ok. But it is NOT ok. Everyone deserves to enjoy food they can eat freely and live safely.
It wasn't okay. And Tabbassum noticed.
Long before PuroPlate existed, Tabbassum, Avi's wife — had quietly stepped in as his food safety scout. Reading menus before they arrived. Calling restaurants to ask the questions he was tired of asking. Finding safe products online before the cart was even open. Doing the diligence, carrying the load, so he could just eat without worry.
And then in Oct 2025, she stopped wondering why there wasn't a better way to navigate this lifestyle, and decided to build something herself.
"That's PuroPlate. Not a business plan. A solution to a problem two people had been living with for years."
And they were not the first. In millions of American households, there’s at least one person for whom every meal involves a little extra thought. Someone scanning a label in the grocery aisle. Someone texting the host ahead of a dinner party. Someone ordering last at the table so they don't hold up the ordering. Living with an allergy is not a crisis but it is a persistent reality that shapes how they shop, eat and live. It is a drain on mental health but does not need to be. PuroPlate was built to liberate all consumer's like Avi so everyone at the table can enjoy the food on their plate.
Leadership
Tabbassum Gupta
CEO & Founder
Tabbassum founded PuroPlate to give the 85 million Americans navigating dietary restrictions a marketplace they can finally trust — and to give the specialty food brands who serve them a platform they actually deserve. She brings over two decades of operations leadership at high tech companies including Google, NetApp, Cisco, Intel and HP, where she built the operations and systems behind hyper-growth businesses. She applies that same operational discipline to food safety, turning high-stakes challenges into seamless, practical systems for everyday consumers.
Avi Gupta
Advisor & Co-Founder
Avi lives the problem PuroPlate solves — diagnosed first with a gluten allergy, then celiac disease, with a vinegar sensitivity layered on top. That daily reality of label reading, restaurant negotiations, and quiet sacrifice is what sparked PuroPlate. As a repeat founder, he co-founded and led SmartZip as CEO, growing it from zero to over $20M ARR before its acquisition by Constellation Software (TSX: CSU), then founded and led Bubble Insurance as CEO, which was acquired by The Baldwin Group (Nasdaq: BWIN), where he now leads embedded insurance for real estate. He advises PuroPlate on product, data/AI, GTM, and the lived-experience details that make PuroScore™ worth trusting.
"Just a tiny bit" is not the same as safe.
For the 33+ million Americans living with food allergies, and the 85 million navigating sensitivities, intolerances, and dietary needs, the food system was not built with them in mind.
"Allergy friendly" is a marketing phrase, not a standard. "May contain" can mean a theoretical shared warehouse or a genuinely high-risk facility — and the label won't tell you which. Cross-contact is not the same thing as cross-contamination. And "just a tiny bit" is not the same as safe.
The gap between what a label says and what you actually need to know is where trust breaks down. That's the gap PuroPlate was built to close.
What PuroPlate does — and how.
For Shoppers
PuroPlate is a curated marketplace of vetted, specialty food products where, every product is scored against your exact dietary profile. Allergies, intolerances, sensitivities, preferences — whatever matters to you.
At the heart of it is PuroScore™, our proprietary technology that analyzes every product's ingredients, certifications, allergen disclosures, and production details to generate a personalized safety rating. Not a generic label. Not one-size-fits-all. Your personal safe shopping platform.
Because every product has a different answer for every person.
Dairy-Free
Gluten-Free
Peanut-Free
Egg-Free
Tree Nut-Free
Soy-Free
Fish-Free
Shellfish-Free
Sesame-Free
For Specialty Food Brands
If you're an artisan or small-batch maker who already obsesses over your ingredient sourcing then PuroPlate was built for you. Your customers are searching for you right now. We connect you with high-intent buyers, handle the heavy lifting of ingredient data extraction, and give you a supplier portal to manage everything in one place. No upfront fees. No shelf battles. Just customers ready to buy your products that is right for them.
But PuroPlate is more than a marketplace.
We're building an education hub where consumers can learn what "cross-contact" really means, how to decode allergen labels, what's actually hiding in ingredients like sesame, soy, or milk. Confident, safe eating starts with understanding, not just a rating.
And we are building a community for the 85 million Americans navigating dietary restrictions. Connect with others who get it. Share what works. Learn from people living your same reality.
Dairy-Free
Gluten-Free
Peanut-Free
Egg-Free
Tree Nut-Free
Soy-Free
Fish-Free
Shellfish-Free
Sesame-Free
Eating safely shouldn't feel
like an apology.
Anyone who's asked a server to double-check an ingredient, or declined food at a party to avoid the whole conversation, knows the feeling. You're not "that customer." You're doing a risk assessment so
you can enjoy your life — and that shouldn't require an apology.
Come build PuroPlate with us
We're in our founding phase, curating our first artisan suppliers, building out PuroScore™, and getting ready for our first shoppers. It's early, and we're proud of that.
For Shoppers
If you've ever read the same label three times in a grocery aisle, or quietly gone without at a dinner party — we built this for you.
Join Early Access
For Brands
If you're a brand that believes transparency isn't just good ethics but good business — we want to grow with you.
Inquire to List
Restaurants
And if you run a restaurant or kitchen that takes dietary needs as seriously as your menu — we haven't forgotten you. That chapter is coming.
Shop Safe. Eat Well. Live Better.
PuroPlate · #PuroPlate
