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Photo Credit: Keven Ellwood

Joey Adler is a philanthropist, former president and CEO of Diesel Canada, and a McGill-HEC Montréal EMBA alumna. She recently added another string to her bow as she became the CEO of Carve Bar, a new food product inspired by surfers and launched in March. She is a living example of an entrepreneur who is not limiting herself to a specific industry; she truly follows her instincts!

“I tasted the bar. I could not believe how good it was. More than that, the passion of this young man [Scott Long, the founder] was flabbergasting. I’ve been an entrepreneur all my life, I know someone passionate when I see them,” says Joey Adler, in an article in CRAVE online magazine. “You know that line, ‘I liked it so much I invested in it’? That’s truly my story.”

Whilethe name Carve came from a lifestyle philosophy as well as a surfing technique, we recognize Joey at the heart of it as well: “As a people, what we’re doing every day is trying to carve our own path,” she explains.

carve-bar_optJoey hasn’t left her philanthropic side behind in taking on this new challenge; she brought it with her to Carve: when purchasing Carve Bars online, shoppers can opt to add a donation to Colin Cook’s fund. He’s a surfer who lost his leg in a shark attack, and the fundraising will help him get back to surfing with a prosthetic. The company also created the“Baker’s Dozen”, a concept that donates one Carve Bar to a community partner for each 12-bar box purchased.

Read the complete article in the online magazine CRAVE as it recounts the interesting story of this startup and its founder, Scott Long, a former college-football-player-turned-surfer who’s passionate about health.