My name is Dwayne Ratleff and I am the sole proprietor of a house keeping business in San Francisco.   I formed Celldial Inc in 2007 not knowing where it would take me. 

In March 2009 I turned 50 and realized you can't treat a 50 year old body the same way you treat a 30 year old body. Truth be told you should not treat a 30 year old body that way either. 50 might seem a little late to change your diet but 50 is not dead and I planned on keeping it that way. 

I come from a family that could turn any vegetable dish into a ticking cholesterol time bomb from the amount of fat added to these already overcooked dishes. I still love this food, but it did not love me. So I changed what I put into my food, but what is being put in my food by others?  I decided to start reading food labels.

I speak English, and some Spanish, but I could not pronounce half the words on food labels and quickly realized that the ingredients on food labels tell us very little. I started querying my friends and associates about this and found most knew little more than I did. Over the next six months I started searching for information that was often conflicting and scattered all over the internet. After spending over a 1,000 hours I had created a database which would serve as the backbone for the iphone application Don't Eat That.