FortiFood Health Services formed in 1996 from the efforts of the late Emeritus Professor WJ Serfontein, known fondly as The Prof. He dedicated his life and career at the Department of Chemical Pathology, and lecturer and researcher at the University of Pretoria, to unveil the underlying causes of illness. He studied several subjects, including medical biochemistry and pharmacology (Universities of Stellenbosch and Pretoria), culminating in his doctorate at the University of Leiden in the Netherlands. He conducted desk-top research for FortiFood until 2014.

His main tasks were the provision of information in respect to the latest developments on the health scene, developing new products and providing guidance to health professionals who recognise the importance of lifestyle and nutrition in health. He also regularly published scientific articles and is the author of several books on health topics, including heart disease and cancer.

His son, HE Serfontein (Enkie), has a financial background and has been responsible for the management of the company since its inception.