"In 1999 James Brett founded Pomegreat the first commercial pomegranate drink in Europe. In 2004 in a newspaper article James mentions he would like to see things change in Afghanistan and that pomegranates could help. In 2007 James attended a horticulture seminar in Kabul Afghanistan and whilst there ran into a field of opium farmers and convinced a farmer to grow pomegranates. Two months later James returned to Afghanistan and erected a sign on the farmer’s land that read “this land has been acquired as an alternative livelihood from poppies to pomegranates. The next day James appeared on national television in Afghanistan and urged farmers to grow lots of pomegranates. So many farmers came forward that James realised something large scale could be achieved and was introduced to some elders in the tribal system in Afghanistan.