Founders of the Anathoth brand with their James and Pickles in New Zealand started their brand from making jam from their raspberries that could not be sold fresh. This began for them on a journey of establishing a system and sticking to it which is one of the pointers to having a successful business. They were eventually taken over and forced out by corporate companies. Ever the battlers they have moved country and used their experience to Reinvent themselves in Retirement to go back into a former version of their system. Their values and governing set of principles have guided them, helping them in their retired life. Owen's advice is to have a good quality product, be efficient in production then look to increase profitability without compromising your quality. They now share their business system in a book on the principles of marketing.