As Joel spent more time at the gym, he noticed the clientele’s obsession with protein bars and became inspired to create his own version of “power food”. He toiled in his kitchen, using his new ‘whole food” approach to making food to create delicious “energy snacks”. His bars were met with fanfare at the gym and disappeared instantly.
Upon relocating from Miami Beach to the mountain mecca of Asheville, NC, Joel continued his snack-making quest from the kitchen of a local ice cream parlor called “The Hop”. He began to evolve his recipes by synthesizing his whole food “power snacks” with the sweeter sensibility of the desert world and the organic vibe common to Ashevillians.
From the local ice cream parlor, Joel began selling. Word spread quickly of the bald guy with the outrageous organic homemade treats. It became difficult for him to keep the treats on the table as the locals came by feet, bikes, and automobiles to indulge. He immediately developed a rapport with his customers, who he deemed CRISPY CATS.
