I spoke with Joe about:

- How growing up in a very health conscious family has led him to leave the finance world and start a company that is focused on creating healthy snacks, starting with a protein packed bar which is soley made from whole foods (and without processed protein powder).

- Why many health oriented people can't digest protein powders and are looking for such a solution? and how he came up with the idea?

- How are they marketing this bar (which just launched a month ago)? Who are their real competitors? and how do they plan to stand out given that this is a very saturated market?

- Why is he also working in parallel on a private investment firm called Holistic Growth Ventures, focused on health and wellness products, and how his background in finance helps him?

- What are his biggest challenges right now as a very new CPG brand? and how is he thinking about solving it?

Love Joe's mission, energy and hustle :)