Chef Joe Urban is the Founder and CEO of School Food Rocks. With more than 30 years of experience across both commercial and non-commercial foodservice, Joe brings a rare, well-rounded perspective to the industry. He began his career as the owner and operator of a successful chain of 1950s-themed diners in Central Florida before transitioning into K–12 school foodservice, where he spent 17 years as Director for Greenville County Schools.
In 2023, Joe founded School Food Rocks to help reimagine what school food can be. Today, he works with school districts nationwide, providing hands-on consulting, training, and practical solutions that help teams serve healthier, more appealing meals students actually want to eat. Known for blending operational know-how with real-world creativity, Joe is passionate about elevating school food programs and supporting the professionals behind them. His work continues to drive meaningful change in how schools approach nutrition, menu development, and student engagement.