Previously working for leading luxury group Louis Vuitton Moët Hennessy, Alex became a public figure in 2013 when he pitted against some of the most talented business minds in Asia AXN reality business show “The Apprentice Asia with Tony Fernandes” which led him to work in Tony Fernandes’ company, Caterham Group.
Alex is a high energy individual who wasn’t scared to leave a very successful corporate career to follow his dream of changing the way people eat….
During his corporate days, Alex experienced first hand how difficult it was to find real healthy food around that was not “boring, tasteless and expensive”. Looking at Asia’s overall health crisis, symbolized by the quick rise of diabetes, Alex felt the need to redesign the way the mass market experience healthy food. He wanted to make HEALTHY COOL!