The company was established over 15 years ago by Dominic Mitchell, who has been passionate about medicinal plants and phyto-chemistry since his childhood, having learned initially about medicinal plants from his mother. He has also been involved in sustainable forest management and the establishment of associations for sustainable medicinal plant harvesting. He is fluent in several African indigenous languages and is also a qualified socio-economist. He has worked professionally in more than 25 countries across the globe.