Born and raised in Bristol, Sam Jukes founded Cacto Drinks in 2020 while still studying his BA(Hons) in Sports Business and Entrepreneurship. With the support of the UWE Bristol Entrepreneurial Futures Award (EFA), Sam’s company is going from strength to strength, and they’ve recently closed a successful investment round.
Sam’s prickly pear fascination
Sam was researching sustainable crops and water deprivation when his brother mentioned the cactus fruit to him. The prickly pear’s impressive nutritional profile – packed with electrolytes, antioxidants, and natural hydration – intrigued him. Sam’s first taste was a revelation, sparking years of experimentation and countless homemade recipes.
“Winning a taste of the West gold award this year is testament to the deliciousness of prickly pear and years of me being a mad cactus scientist in the kitchen.”
The science behind Cacto’s health and sustainability claims
Prickly pear cactus water is naturally hydrating and rich in antioxidants and electrolytes, making it great for skin, recovery, and digestion. Its light, subtly sweet flavour is a bonus.
According to Sam, the prickly pear is a real powerhouse when it comes to sustainability too.
“It requires no irrigation and thrives in harsh climates.
It’s the third most effective plant at carbon capture and requires less water per kg of fruit yield than any other plant, making it one of the most planet-friendly crops.”
The impact of EFA funding
Cacto Drinks won two lots of funding totalling £25,000 through the EFA, a programme supporting final-year and graduating student entrepreneurs at UWE Bristol, funded by alum Peter Fane.
“The people behind the programme believed in the idea from day one, and that meant a lot.”
The funding was a launchpad for Cacto, allowing Sam to finalise product development, refine recipes, and perfect the brand.
Mutually supportive links with UWE Bristol
Sam’s relationship with UWE continues to grow. The company have collaborated with a sustainability student intern to track and improve environmental impact.
Sam says UWE Bristol’s support has gone way beyond the funding – from legal and accountancy advice to help through multiple rounds of grants.
“Special thanks go Leanne Newton from Enterprise and to Kristian Fernandez-Mitchell who championed Cacto and helped stock it at One Zone and Morrisons on Frenchay campus.”
“I now advise current students through the Enterprise Team, a full-circle moment that I find deeply fulfilling.”
What’s next for Cacto Drinks?
With a successful funding round behind them, Cacto Drinks is focused on scaling up production to meet demand and expanding their retail footprint.
“I’m excited to see Cacto landing in more fridges across the UK. The team is growing, new marketing and sampling campaigns are launching, and the brand continues to stand out for its flavour, values, and greater purpose.”
Finally, Sam’s top prickly pear fact
Prickly pears are fascinating fruits. But Sam’s favourite fact is that the prickly pear cactus is central to the legend about the founding of the Aztec capital, Tenochtitlán, where modern-day Mexico City lies and it features on the Mexican flag.
“Aztecs considered the prickly pear cactus sacred and it’s still a symbol of Aztec cultural identity today.
And did I mention, prickly pear juice can reduce hangover symptoms. Not that I’d know anything about that.”
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