Upon relocating from Miami Beach to the mountain mecca of Asheville, NC, Joel continued his snack-making quest from the kitchen of a local ice cream parlor called “The Hop”.   He began to evolve his recipes by synthesizing his whole food “power snacks” with the sweeter sensibility of the desert world and the organic vibe common to Ashevillians.

From the local ice cream parlor, Joel began selling.  Word spread quickly of the bald guy with the outrageous organic homemade treats. It became difficult for him to keep the treats on the table as the locals came by feet, bikes, and automobiles to indulge.  He immediately developed a rapport with his customers, who he deemed CRISPY CATS.

They lined up daily to feast on what his wife Julie deemed Tree Huggin’ Treats and the name began to stick.  He worked tailgate markets, festivals and events until he needed more space in order to continue to grow.

Tree Huggin’ Treats teamed with the vegan bakers of Birch Mountain Bakery  to rent a spot in Asheville’s artistic river district.  Vegan delicacies which defied the gravity of the healthy sweets stigma were churned out around the clock.

Beyond Asheville, word spread quickly about Tree Huggin’ Treats as the company built a strong foundation of regional accounts.  Joel continued to innovate new flavors until there was a buzz in the taste buds of candy lovers that has yet to subside.  Over the years his line of CRISPY CATS  has become the mainstay.

The introduction of CRISPY CAT  to the national marketplace signifies the release of the first organic candy bar. Tree Huggin’ Treats is still working markets, festivals and events and the world is now beginning to know that Joel Schantz and organic candy bars ROCK!