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Cesar started Fit2Go in 2004. They detail the beginnings of their company in their Starter Story interview: 
Q: How did you get started on Fit2Go?
I have an engineering degree and a corporate marketing background, and worked as a production engineer in Venezuela, specializing in logistics and project management. I also spent four years as a marketing manager in R&D for Proctor and Gamble in Latin America.
Three factors combined to fuel my move to Miami in 2005 and change my career path. First, things were economically tough in Venezuela. Second, I wanted to start a business. And finally, while I’d found weight management to be a lifelong struggle, the corporate lifestyle made it even more difficult. A hectic work schedule basically gives you two options—grab something from the vending machine or hit a fast food joint.
> For a long time, I thought that being a good leader meant feigning total strength and confidence. This is a big problem with first-time and even many seasoned entrepreneurs—those negative connotations around the positive concept of vulnerability.
I gained around 30 pounds while being stuck in that cycle. And it was only when I consulted with a dietician and combined that advice with exercise and well-balanced nutrition that I saw real progress. I decided to start a business where I could help other professionals make that breakthrough.
It was a passion project at first because I had no experience in the food industry and really no clue what I was getting into. I always had full confidence that my idea would succeed, however, and I committed fully to my vision by sinking all of my savings into it. It was a crazy period for me at 24 years old—I moved to a new country, got married, and started my first business, all at the same time.
This wasn’t easy but I felt invincible at that age—and I was certainly a bit naïve. I had assumed that once I developed the website and pressed “play,” the customers would just appear. Turns out, it doesn’t work that way. So, I initially spent a lot of time educating potential customers and wooing early adopters of what is now a very established meal delivery industry.
Where the market was at that point was a challenge, but it also gave me a real opportunity. Fit2Go was one of the first companies to offer to-your-door meal delivery and the market eventually validated both the idea and my faith in it.