Joe Urban shares his journey of transforming school food in Greenville, South Carolina. He pushed the limits and changed the perceptions of school food, making Greenville one of the most recognized school nutrition programs across the country. Joe's vision and drive, along with the dedication of his team, led to numerous improvements in the quality and presentation of school meals. Despite facing some resistance from peers, Joe advocated for his staff and highlighted their great work. He believes in collaboration over competition and surrounds himself with rock stars to achieve success. In this conversation, Joe Urban and Erica Urban discuss the journey of School Food Rocks and its impact on school districts and manufacturers. They emphasize the importance of collaboration and putting clients first. Joe shares his experience in maintaining ethical standards and the support he received from the Greenville community. They also discuss the future plans for School Food Rocks, including the opening of a state-of-the-art headquarters and the development of a line of better-for-you, authentic, ethnic foods for schools.