60 | Business World Magazine |
May 2013
that period of his sister’s illness by learn-
ing everything he could about vitamins and
minerals and the manner in which our bod-
ies absorb these materials and use them to
produce other chemicals with properties
that impart health. He researched the foods
that are most responsive to proper nutrition
and examined lifestyle factors that get in the
way of good nutrition, and suffice it to say,
his entire awareness changed. “The experi-
ence with my sister really forced me to take
a step back and to look at what I was doing
with my life, what we were all doing, and
that meant also looking at what we were eat-
ing or not eating. It transformed my view of
what’s important and made me want to have
better health, and help my family have better
health,” explains Ross.
His foray into food preparation was
something of a trial-and-error process. Upon
understanding what constituted critical, es-
sential nutritional ingredients, his idea was
to concoct a bar that he could bake-up on
his kitchen stove which had him boiling and
