Alexi von Eldik, founder of CRU8, had a theory that eating a high-raw, mostly plant-based diet would positively affect work productivity and well-being. She set out to prove this theory through her MSc (Organisational Psychology, City University) thesis research.

Results showed that this type of diet not only significantly enhances work productivity but emotional well-being. Alexi was subsequently awarded a distinction for her thesis and set up Cru8 with the purpose of transforming corporate eating habits, as well as those of her individual clients.