Four years and some hard lessons later, Leonard Mead and Thys Strydom have started production of South Africa's first organic baby food range.
It's a smaller production line than they had first planned, and they're running at a fraction of their capacity, but right now they have more orders than they can meet.
The range, called Olli, is both kosher and halaal, and caters for three ages - from six months; from eight months and from 10 months.
Baby food is the only food category in the world in which the majority is organic, although that's not the case in South Africa yet.
And organic means no pesticides, and no harmful chemicals are used in the Olli brand. That philosophy extends to the organic cleaning products used in the factory in Strand.
It's a much bigger vision the two hold. This is not only about healthy food, but about a healthy environment, an ethical way of doing business, and a caring ethos.
Production only started a few months ago, and for Mead and Strydom, getting to this point has been a long and bumpy road.
Mead has a commercial background as a buyer for Woolworths' organic produce, travelling overseas to places that grow organic produce.
"The thing I saw was that children are the major motivator for people to go organic, to give children something better, leave a better world for them."
Mead had no doubt that organic baby food was the way to go, and on his return to South Africa he spoke to Strydom, a friend.
Strydom, who has an engineering degree, was living in George where he taught Tai Chi and had a natural health practice.
"It came to me that I wanted to make a bigger impact and get involved in the organic industry," he said.
His thinking was that if they could make organic farming more viable, by creating a demand for farmers' produce, there would be a ripple effect on the environment and people's health.
"I had a conversation with Leonard, and in 2003 moved to Cape Town."
Says Mead: "We also wanted this to be a platform to show how ethical food business can be done."
Pesticide-free baby food started off as being their only point of difference from other brands.
However, other brands also use starch (to bulk the ingredients), salt and/or sugar. They only use fruit and vegetables.
Their first plan to have a huge factory, with large investors, fell flat when commitments weren't honoured. Early in 2005 they had reached rock bottom, and had to rethink.
They decided on a smaller plant, which proved to be a very effective size, and investors came on board.
Through it all they remained sure of their dream, which they knew could work.
They employ 22 people at present, and Strydom says they've made it a little more labour-intensive than it needs to be.
"We've also put the export market on hold," says Mead. "It's more important to grow the local market, to make a difference to farmers," says Mead.
Working closely with a nutritionist, they're keeping the range simple: the focus is on fruit and vegetables containing key nutrients needed. Olli also is submitted to rigorous laboratory tests.
Mead and Strydom know their product has a market. "The product will sell itself on taste, and honesty - what is on label is what you get," says Strydom."
The range is now available at Pick 'n Pay, but will be sold at other outlets in time.
- Their website www.olli.co.za offers advice on feeding babies and a careline for parents.