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This is an intriguing case of a start-up family business that rose to become a major name in the fruit and juice segment of the food industry. A young couple moved to cosmopolitan Lagos from a quiet South-west town in Nigeria, and suddenly found it difficult to enjoy the fresh fruits they had been accustomed to having readily available. They discover in this difficulty an opportunity to help themselves and others, and so decided to set up a business that will make it easier for people to buy fresh fruits, juices and smoothies, and therefore conveniently eat more healthily. The business got off to a tough start as people continued going to the usual rough locations to get their fruits, as they feared it would be more expensive in the nicely set-up store the couple had just started. Just as the couple was wondering if they had made a mistake by opening the shop, an opportunity to sell in a different location in an upscale part of town opened up. The instant success of the business in terms of customer patronage revealed to them that they had been selling to the wrong target market. They relocated the business, and it has been growing since then, despite other challenges they faced. The case narrates the different challenges the couple faced at different stages of the business. It therefore, provides lessons for future and established entrepreneurs, so they understand that there will always be challenges and that business success depends on how one responds to these challenges.