Joel Friant: The Purest Habaneros Straight To Your Plate

Joel Friant is known as a writer, a speaker, a success trainer, a free market enthusiast, and, most importantly in this case, a serial entrepreneur. Although Joel has experience in several other lines of work including real estate and home remodel, we will focus more on his restaurant and entrepreneurial interests.


The Original Habanero Shaker, the flagship product for Mr. Friant, was created conceptually while working in the restaurant business. He wanted to make habaneros as easily available to individuals as possible. He wanted to work through their purest form (raw, dry, and original) in order to create the best potential product. Most habanero products, when they could even be found, were products which mixed the habanero either with salt or other spices. Joel Friant made his version of the Habanero Shaker and distributed it in stores.


The habanero business was not enough to sustain full time employment, so Joel Friant briefly found success in the real estate business. He did home loans for a bit and then became a buyer and flipper of houses. The collapse in the real estate market then lead Joel Friant to do a bit of soul searching in regards to business. He wanted to get to the core of why some were successful and some seemed to fail over and again. He created his own set of success concepts including “The Income Thermostat” inspired in part by Wallace Wattles and Maxwell Maltz.


In 2012 Friant discovered Amazon for online buying and selling. This was able to help propel his Original Habanero Shaker to the next level in terms of sales, though they had been available in stores since 1995. The Original Habanero Shaker is now available online from anywhere in the world 24 hours per day with the luxury of overnight delivery.


The Original Habanero Shaker is vegan-friendly with absolutely no animal byproducts just 100% habanero flakes. The habanero flakes used are approximately 30x hotter than a jalapeno pepper and are rated at 200,000 Scoville heat units. There are many studies that link the use of capsaicin to trigger endorphins in the brain causing pain relief, calming, and a soothing sensation. Online reviews are quite favorable with first-time users typically ending up big fans.