Healthy eating made tasty

THE health food industry is fast becoming a global business phenomenon as more people aim to eat healthily.

More than a passing new year’s resolution, healthy living has gained prominence in many people’s lives.

Joe Manjoo, 39, married his passion for bodybuilding with food to develop the Fitdeli ideology.

A national bodybuilding champion, Manjoo subscribes to the “clean eating” philosophy as a way of preparing for competitions and says he had to make healthy food choices.

The idea of being on a diet all the time took the pleasure out of eating. His concept is meant to enable people to enjoy their food while still watching what they eat.

The business offers halaal, healthy and wholesome meals delivered to your door, in packages that suit your budget.

Manjoo was born in Estcourt and moved to Durban, completing his accounting degree at the University of Durban-westville.

As his bodybuilding evolved over the years, he focused on healthy eating as a way of life, something he has not turned into a business.

“Early in my career, it was difficult to eat diet food daily, which can be challenging and depressing. My wife, Nasreen, took pity on me and began to experiment in the kitchen to find ways of preparing my meals that would make them appetising without compromising on the strict macro-nutrient content I required,” he said.

“We are now at a point 10 years later where I can honestly say I love my food and look forward to my diet meals. We have now brought our custom meals to the marketplace and have been blown away by the response.”

Manjoo provided the framework for the testing of the products and, in partnership with restaurateur and businessman Mohammed Taahir Shah, Fitdeli’s business model grew from Shah’s expertise of costing, marketing and branding.

This collaboration, along with Shah’s wife, who acts as the product developer and nutritionist, has allowed for the business to grow exponentially based on the vision of healthy eating but with food that is tasty and appealing and which doesn’t feel like a conventional diet or sacrifice.

Sourcing his inspiration from fitness idol Arnold Schwarzenegger, Manjoo’s rules for success have been adopted by those who admire Schwarzenegger.

“When seeking advice, whether in life or business, it’s important to know who you really want to be, and to follow your dreams regardless of who shares that vision with you.

“It is also important to break the rules and discard the accepted status quo. As an entrepreneur, you have to be able to think outside of the box. You also then need to embrace failure as a stepping stone to success.

“Finally, there is no quick way around hard work. You have to work your butt off to achieve your dream.”

With the dream of expanding the business internationally, Manjoo’s motivation is derived from a desire to give back – he finds the transformation of people extremely gratifying.

With a fearless attitude built on the discipline of bodybuilding, the success within his business endeavours will become tangible.