Jimmy is a keen fisherman, always thinking about new ideas and how he could design and manufacture a product that was sustainable, dehydrated, and easy to use, hence the idea to start his own fish bait business was born. Starting with basic ingredients and innovative extrusion methods, he began to mix up a variety of recipes, changing and altering as things processed along. Jimmys family became involved in the packing of the product and it has remained a one man project from start to finish. Using the old kiwi wire ingenuity and his garage in the beginning to now selling nationwide in over 25 stores and online businesses.