He's an Australian Euntrapanuerer (Can't spell that) who I think started out in electronics, but a few years ago he moved to food and grocery products that are made entirely in Australia, along the lines on "Buy Australian". Because Australia's biggest industries are agriculture, .... belives buying food from other countries is just plain stoopid for the economy, which is a valid point I guess. But some of his products have hillarious names, like to compete with foreign Redhead matches, .... made his own matches and called them ".........".