A fourth generation Australian wheat farmer, John became frustrated watching the grains he grew being processed and added to refined, sugary breakfast foods.
He also saw that the lack of essential nutrition in modern diets was contributing to a growing rate of illnesses, like obesity and heart disease.
In 2001, while travelling the world on a Nuffield Scholarship, John discovered chia.
Offering the highest plant source of omega-3, fibre and protein, John knew that chia could provide a natural solution to dietary health.
John set out to make chia available around the world. He identified the best locations in the world to grow chia and partnered with farmers who shared his vision to establish the world’s largest scale chia farms.
He also set up a completely transparent global supply chain, ensuring fair value and traceability from farm to customers.