Joe Cross is an Australian entrepreneur and investor who invests in early stage high potential growth companies. These include investments in the fashion, transportation, private equity finance, derivatives trading, early childhood education, structural steel distribution and health and wellness sectors. Joe began his business career as a trader on the Sydney Futures Exchange.  Joe founded several companies in the derivatives trading and technology space.

Joe had always been financially successful in life however he was 'physically bankrupt'. A rare auto-immune disease forced him to take prescription medication and he soon realised, at 142kg, that he was about 50kg overweight.  He decided to instead, for 60 days, only consume plant food, fruits, vegetables, nuts, beans and seeds - in liquid form. And the idea for the doco, entitled Fat, Sick and Nearly Dead was born.  Joe then founded a lifestyle brand that provides information, tools, media and entertainment, consumer products and community support that encourage people to consume more fruits and vegetables in order to improve their health and vitality.

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