At a very young age, Vito Pirri was in a car accident and suffered from childhood cancer that scarred his face. At first, these scars defined him as he was bullied by peers and fell behind in school. But while Vito was falling behind academically, he was not failing in life. He turned his disability into a driving force that compelled him to succeed. After working in his father's fruit market at an early age, he began managing a competitor's store at the tender age of 17. From there, he would go on to be a business and marketing innovator and open and operate more than 15 different businesses - mostly (but not exclusively) in the produce, health food, and home renovations and landscaping fields.