Hawke's Bay man Tim Baker gained international fame for selling Donald Trump toilet paper in the United Kingdom.
He was high on drugs at the time.
Now he's in recovery and on a mission to roll out a new venture concerning matters of the mind.
Baker, 31, says while he was hawking his humorous "bog roll'' in 2018, he was also fighting a serious battle with depression and addiction.
He has done so for a decade after his father died and he struggled to cope.
His grief led to depression, he got into drugs and ended up in trouble.
Ten years ago he served 60 hours' community work and was disqualified for driving for six months after pleading guilty to refusing to permit a specimen of his blood to be taken after a car crash at a roundabout.
The sentencing judge noted he had done well to rack up a significant list of offences in a short time, including offensive and disorderly behaviour, fighting, and breaching liquor bans.
"I spiralled, I had lost my dad. I did a lot of things I wasn't proud of."
Now he has come through it, and wants to help others with his registered charity The Kiwis For Good Foundation.
He has set up a company Kiwis For Good Ltd that he says will channel its profits into the foundation.
"This method has worked with AA and NA groups throughout the world for over 100 years to genuinely help people just like myself to work through their addiction and mental health problems," he said.
He said the project was also looking to actively recruit and train people in "real" need of support, whether or not they had mental health or addiction problems or had found themselves unemployed or homeless.
"These people will be given the paid duty of distributing our literature which will provide them with the tools they need to work their way towards a strong and independent future whilst being in control of their opportunity to earn an honest living.
"It's a hand-up rather than a hand-out."
Baker's journey to this point has taken a decade.
"I had a pretty major depression when my father passed away 10 years ago, it really shook me.
"It is a battle I had been fighting alone for the most part, and also a battle I know many other men and women are fighting tooth and nail to win every single day.
"For me depression manifested itself through escapism through alcohol and drugs."
Baker recalls getting a bag of marijuana from a friend, helping him "numb" his feelings so he wouldn't have to go through the grieving process.
"I dodged the grieving process.
"I was pretty good at hiding my feelings being a Kiwi bloke.
"I masked my depression pretty well. But I was high anyway, and so were my friends. I am not sure they would have noticed."
From Napier he ended up in, Perth and then Bristol, UK in the summer of 2012 where his addiction took off.
"I was doing hard drugs and alcohol.
"But I was ... a functioning addict. I always had money to pay for my rent.
"At my lowest point my addiction was consuming somewhere in the region of $50,000 - $60,000 a year."
Baker said he was now in recovery.
"With the help of my amazing girlfriend, I am in a much better more stable place free of drugs."
Last week, he came back to Hawke's Bay from Bristol, England, because he realised he was more motivated and less-stressed in New Zealand, and he wants to help those living with depression.
"Last year I was fundraising for the Cancer Society and realised that what I was doing was generating revenue.
"I've always been interested in starting a social enterprise and I figured why don't I start something that I am familiar with and The Kiwis For Good Foundation was born."
Baker said the registered charity was a project he believed would revolutionise the way Kiwis spoke about mental illness and addiction and provide active solutions to homelessness, poverty and unemployment.
More information can be found on the Kiwis For Good website- www.kiwisforgood.co.nz. The full website will be launched in early-December.
Where to get help:
Lifeline: 0800 543 354 (available 24/7)
• Suicide Crisis Helpline: 0508 828 865 (0508 TAUTOKO) (available 24/7)
• Youth services: (06) 3555 906
• Youthline: 0800 376 633
• Kidsline: 0800 543 754 (available 24/7)
• Whatsup: 0800 942 8787 (1pm to 11pm)
• The Word ? Depression helpline: 0800 111 757 (available 24/7)
• Rainbow Youth: (09) 376 4155 ? CASPER Suicide Prevention
If it is an emergency and you feel like you or someone else is at risk, call 111.