Refined to the purity measure of 100 per cent.

That’s all they sold, things that were the best, the purest.

Some wondered how they could possibly sell cheese. The very reason for cheese and the different varieties can often be as a result of “impurities”.

When it came to yeast or yogurt – were the “good” bacteria pure, or was that a product of an impure principle. That’s exactly how the press release addressed the topic.

One thing was certain, the enthusiasm of the founders was beyond belief, but highly contagious in its powerful purity.