Back in the 60’s and 70’s Greenshell mussels were an unknown shellfish to most New Zealander’s and the world over. Noel had grown up eating Greenshell mussels and knew how delicious they were. In 1976 Noel learnt from a marine biologist about the incredible health benefits of the Greenshell mussels and seized on the opportunity to aquaculture and sell them. There was no easy start to the Greenshell mussel industry, it struggled severely in its early years. No one understood or appreciated this underrated shellfish, someone had to go tell the world about them. It was Noel who took the bold and courageous step to move the industry forward. In 1985 Noel jumped on a plane to America and through his relentless efforts in the USA radically changed the industry forever. Noel lived on the road full-time for the next 15 years promoting and educating restaurateurs, hotels, cruise lines, and chefs on this incredible gourmet product.