James Brett is an Englishman who, in 1999 while on a business trip to Peshawar in the north west province of Pakistan, had his first glass of pomegranate juice, and fell in love with it. He founded the first pomegranate juice drink in the UK, Pomegreat (.pdf). Further research led him to Afghanistan, where the best pomegranates in the world are grown, particularly in the Kandahar region. A recovering substance abuser, Brett was also aware that Afghanistan was a major producer of heroin.
Afghanistan Will Be Saved By Pomegranates
Check out this story from Crooks and Liars: