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Joel Friant: Behind the Habanero Shaker

Most people do not know Joel Friant as a successful entrepreneur, or an expert in product creation and branding. In fact, most people have no idea that he owns a mortgage lending firm or hosts online seminars in professional development. They have never read his articles or heard of revolutionary concepts like the “Income Thermostat” that Friant created. They probably have no idea that at one time he was known as the “Thai Guy” and developed the first fast food Thai concept. This is because Friant is known mostly for inventing a little plastic shaker with real Habanero flakes in it.

The Habanero Shaker came to be in 1995. Most shakers at that time contained only small amounts of actual Habanero, the rest of the mix consisting of additives and salt. A lover of the pepper, Friant set out to create a shaker that would be 100% Habanero. What he ended up with was a revolutionary product. It was healthy, contained no additives or salt, use real Habanero flakes, and met the requirements of a vegan diet. Its introduction revolutionized the industry as other companies wanted to capitalize on its success. The first two years saw the product gain a wider distribution, and that is when Friant was crowed a “foodpreneur”.

Despite moving on to other successful endeavors, the Habanero Shaker always held a special place in Joel’s heart. In 2003 he returned to the real estate world to create his successful mortgage lending firm. He started by rehabilitating and selling old houses. A process that came to be known as flipping. When the financial woes of 2008 occurred, he returned to product branding and creation. Observing trends in business at that time Joel developed his business concepts, like the “Income Thermostat”.

Despite all this success he never got past the sensation of the Habanero Shaker. In the wake of digital technology blossoming Friant changed fields again. In 2010 he learned the online selling trade. He used the success to bring his Habanero Shaker back into production. Proving that Friant will always be the Habanero guy.