Reclusive former AFL champion and Essendon coach James Hird has taken to Joy 94.9 FM, Melbourne's gay and lesbian radio station, to spruik his fair trade chocolate business Cacao Hunters.
Hird has largely stayed out of the public eye since May last year when he lost a court bid to have an insurance company pay his legal bills of close to $660,000 over the long-running supplements saga.
![Hird in January last year.](/web/20170424190212im_/http://www.theage.com.au/content/dam/images/g/t/m/m/w/r/image.related.articleLeadwide.620x349.gvq91b.png/1492874120278.jpg)
In January, he was rushed to the hospital after suffering a health scare, believed to be an overdose.
But on Saturday, Hird, along with co-owner Chris McKiernan, took to The Escape Hour on Joy 94.9 FM, to discuss his venture. Hosted by Russ Masterton and Tad Lombardo, the one-hour show focuses on travel and food.
The light-hearted conversation saw Hird touch upon a variety of topics including packing tips, Venezuelan politics and his stay in Colombia - but the chat only briefly touched on Hird's terrible year.
When radio host Russ Masterton notes that the former Essendon star player and coach couldn't get any further away from his chosen career, Hird said only: "there was a reason for that".
"I didn't think I would be selling chocolate. I was a football coach two years ago. Last thing I would be doing," Hird said.
Launched last year in Australia, the business markets premium Colombian chocolate.
Hird, who admitted to being a chocoholic, joked that when he first went to Colombia, he felt he was in an episode from popular television drama Narcos.
"It is a wonderful industry and it is a wonderful product. I don't think a lot of people understand how chocolate comes about and it is a lot of fun to educate..."
"We pride ourselves on the fact the company believes in growing not just our business, but the cacao industry in Colombia," he said.
"The best thing the consumers can do is be aware of what they are eating ... and if they are aware of supporting these producing nations then ... it is better for jobs, better for the ... families."
The Brownlow medallist was banned from coaching in 2014 by the AFL and spent a year away from the game, before returning to the club and tearfully resigning as coach in August 2015 after a series of heavy losses.