[1][2] He decided to follow the example of his vegetarian wife Debbie and daughter Tammy after observing the inhumane conditions in a working pig farming facility built by his own construction firm.

As public demand for vegan food in South Africa was marginal at the time, the company had to innovate as a manufacturer in a new market.

[1][2] As of 2018[update] its frozen food products, which are manufactured in a custom-built factory in Durban and by a contractor in Cornwall, are sold by supermarket chains and other retailers in over 30 countries.

[1][5] As of 2023[update] it has expanded to include more than 40 products —including schnitzels, sausage rolls, chicken-style nuggets, stir-fry strips, pea protein mince, plant-based popcorn (chick'n style), polony and more—which are made without any meat, egg, or dairy ingredients.

[1][2][4] The unpatented plant-based meat substitutes are made from legumes, grains, natural flavourings, and spices, and do not contain any genetically modified ingredients.