Daily story, December 21, 2024

There were once two friends who started making yoghurt after seeing a video on the internet. They didn’t like yoghurt all that much, but it seemed like magic, so they thought they would try it. They worked apart, so that if one batch went wrong, they could compare notes to work out why. Before long it got competitive. More yoghurt, thicker yoghurt, tangier yoghurt. There was less and less room for anything else. Eventually, one of them would have to quit, or open a yoghurt business. That’s the Jones’s Spiteful Yoghurt brand story, and it’s still why we make yoghurt today.