Joel Friant is an innovator and small business owner who presently lives in Corpus Christi, Texas. After graduating from high school he started his first business. This business involved buying homes that a bank had foreclosed on, rehabbing it, and then selling the home to make a small profit.
In 1995, Joel Friant was a restaurateur who specialized in Thai Food. It was will operating this business that he decided to build a brand around one of his favorite things to spice up his food with, habanero peppers. He developed the Habanero Shaker which can be used to both season a food and it can be used while cooking. He differentiated his product from similar ones on the market by it being a premium brand. The only ingredient in the Habanero Shaker was habanero peppers. Other similar spices were a mix of habanero pepper, salt, and cheap spices.
The habanero pepper is part of the Chinense family of peppers. It’s not too mild or too hot to spice food with. It also has a really great flavor that Joel Friant calls sizzling. He says that habanero peppers need to be completely dried once they are harvested for two reasons. One, to ward off potential diseases and secondly because if they’re not dried they lose a good deal of the flavor.
In 2012, Joel Friant reintroduced his habanero brand as the Original Habanero Shaker. Along with the change in the name, he also moved sales from physical grocery stores to online sells at the two e-tailers Amazon and eBay. The reason for this is that by doing online sales you can reach a global market. He says it also makes it a lot easier to do advertising for his product since the ads and the Original Habanero Shaker are both online making it easier for consumers to buy.
Joel Friant also likes to point to the health benefits of eating habanero peppers. They contain capsaicin which, because it boosts your metabolism, may lead to weight loss. They’re also a natural antibacterial source and contain several vitamins such as both A and C.
Learn more about Joel Friant on Behance