In 2005 Pete and Monique Ethelston left their successful corporate careers behind and went backpacking through the Himalayas on honeymoon. While sitting in an internet café in Kathmandu they received an email from Pete’s long-time business partner and friend, Carl Pretorius, inviting them to try a rooibos espresso upon their return. Monique, a tea drinker and health guru, and Pete, an entrepreneur and avid sportsman, were both intrigued by Carl’s idea of a healthy alternative to coffee made from herbal rooibos tea that grows only in their native South Africa.
Pete and Monique had already decided to combine their passions for health, wellness and economic upliftment to start a business together. A product that was both uber-healthy and able to create significant employment in South Africa seemed a perfect fit.