Joel Friant is an entrepreneur from Corpus Christi, Texas. He began in the real-estate business where he made a career for himself by flipping houses. He later transitioned into mortgage lending and writing. In 1995, he introduced a product known as “The ‘Original’ Habanero Shaker. The product did well for its time, but would disappear from the market place until the surge in interest for spicy foods and goods that came with the rise of the “chili heads” in recent years.
The Original Habanero Shaker was reintroduced in 2012 to fill a niche in the food industry. Many of its competitors were blended with salt or other spices which dampened the heat and flavor. This is not the case with this shaker. It is 100% pure, flaked, Habanero pepper with no additives, preservatives, artificial flavors, or color alterations. The result is smoky, buttery, and spicy which lends itself well to cooking and seasoning applications. It provides both flavor and heat in a balance that allows even more sensitive palettes to enjoy this creation.
Since its reintroduction, Friant’s spice has seen success through the online marketplace thanks to eBay and Amazon. Joel saw an opportunity to easily market and distribute his product through the internet thanks to the massive popularity of these sites. After branding his product as The Original Habanero Shaker, he had a website developed for the seasoning and set about creating online storefronts for his product. Thanks to its niche and exposure, the product has seen success, particularly through Amazon. The official website for the spice contains no less than three direct links to this storefront, and even contains a link to the Facebook page for the product. The Facebook page itself has 123 followers and a five-star rating as a Food & Beverage company.
Not fully satisfied with the success of the Habanero shaker, Joel Friant has turned his attentions to research on how the spice can be improved. His main focus being a further refined taste. With his experience and determination, this reinvention will come sooner rather than later. The Original Habanero Shaker, and its later incarnations will likely continue to delight chili heads and non-chili heads alike.