A long, long time ago (okay, 1988), in a galaxy not so far away, the cereal aisles of South African supermarkets were ruled by faceless conglomerates, churning out bland, over-processed products with questionable health claims. But a small band of breakfast rebels—led by Professor Tom Cronje and his wife, Tia—refused to accept this flavourless fate. They believed that mornings deserved more: real ingredients, honest food, and the freedom to choose something better.

Armed with little more than a washing machine (repurposed as an oven), a rusty lawnmower for mixing, and an iron to seal their packets, they began crafting muesli from their home—supplying local stores around Centurion and Johannesburg. Word spread. Tia’s Muesli grew, and today their rebellion has expanded to over 400 stores across 6 countries. Not bad for a team that started with a gas burner and a dream.

Yet the battle continues. The cereal empires still dominate, their glossy ads filling screens and shelves. But we, now a crew of 16 passionate custodians of Tom and Tia’s original mission, keep the flame alive. Because breakfast should be honest, wholesome—and never, ever boring.