Peter Rushford, a kid who grew up as one of nine siblings, spent his childhood immersed in outdoor activities. He later became a professional skier and established a traveling ski circus. Alongside his brothers, he started selling sunglasses out of a van before dedicating 37 years to working with renowned outdoor brands. After sustaining an Achilles injury while training for marathons, Peter explored healthier snacking options and realized the lack of tasty and nutritious snacks available. Motivated by this revelation, he embarked on a quest to create the ultimate trail mix, spending three years and countless hours perfecting the recipe.

Along the way, he found the best organic ingredients from artisan farmers and ultimately settled on the name Shār. The brand's commitment to sustainability led to the creation of a unique, reusable tube packaging. Eventually, Peter partnered with Lyn Graft, who shared his passion for storytelling, exceptional products, environmental preservation, and the outdoors, to propel Sh&3x0101r towards becoming the most sustainable and unbelievably delicious snacking brand worldwide.