May 2013
| Business World Magazine | 59
lives. This isn’t a professional objective, but a
highly personal expression of Ross’ purpose-
ful resolve to make a beneficial difference in
the lives of others.
Ross says, years ago, had anyone suggested
that he would be doing all he is doing today,
he would have thought them off their rocker.
He has a degree and engineering, and for-
merly worked for a high tech firmdeveloping
algorithms essential to the signal quality and
audio clarity of devices allowing for the play-
ing of Mp3s. He was happy and successful
in his career, but a family tragedy prompted
him to reevaluate his ideas about what really
matters in life, and how one defines value.
Ross says he comes froma very supportive,
caring and active family; a family that enjoys
sport, athletic competition and is more pas-
sionate than argumentative when it comes
to expressing their beliefs and opinions.
Having what he describes as such as “strong
connection” to his family made it very dif-
ficult when Ross learned that his sister was
diagnosed with breast cancer. The sister had
maintained a healthy lifestyle, was active and
raising a son, but at the young age of 34, the
cancer slowly, then suddenly, laid claim to
her life.
Though he had no background in food or
nutritional science, Ross struggled through
