The School Food Rocks Team

Joe Urban is a seasoned professional with over three decades of experience in the commercial and non-commercial foodservice segments. With a passion for creating memorable dining experiences, Joe has made a significant impact in various roles throughout his career.

For 15 years, Joe served as the proud owner and operator of a chain of 50's themed diners in the central Florida area. His dedication to authenticity and quality earned him a loyal customer base and recognition as a prominent figure in the local culinary scene.

In a career shift, Joe spent the next 16 years working in the K-12 segment of the industry  serving as the director of one of the largest and most progressive school foodservice programs in the nation. During that time, he spearheaded innovative initiatives to improve the quality and nutrition of meals served to students. His commitment to excellence and forward-thinking approach led to significant improvements in school foodservice across the district.

Recognized for his expertise and influence, Joe became the first and only K-12 chef ambassador for the Certified Angus Beef Brand and the Seafood Nutrition Partnership. In these roles, he actively promotes the benefits of incorporating high-quality ingredients into school meals, ensuring students received nutritious and delicious options.

Building upon his vast knowledge and experience, in 2023 Joe founded School Food Rocks, a company dedicated to revolutionizing the K-12 school foodservice industry. Through this venture, he continues to provide consultation, training, and innovative solutions to manufacturers and school districts across the country, enabling them to create healthier, more appealing menus that resonate with students.

Joe Urban's extensive background, entrepreneurial spirit, and unwavering commitment to improving the quality of foodservice in schools have positioned him as a visionary leader in the industry. His contributions have left a lasting impact, inspiring positive change and shaping the future of school foodservice.

Lauren Couchois is a highly experienced professional with over 14 years of dedicated work in K-12 school foodservice. As a registered dietitian, she brings a wealth of expertise and a passion for improving children's nutrition and well-being.

Lauren earned her Bachelor of Science degree in Nutrition and Dietetics from Western Carolina University and completed her dietetic internship at Indiana University Perdue University of Indianapolis. Her academic background and commitment to continuous learning have equipped her with a solid foundation in nutrition science and its practical application.

Throughout her career, Lauren has held various roles within the K-12 school foodservice industry, demonstrating her versatility and deep understanding of the field. From her early days as a Menu Planner to her position as Director of one of the nation’s largest K-12 programs, she has consistently strived for excellence in developing and implementing innovative operations.

Recognized as one of the nation's leading Farm to School experts, Lauren has made significant contributions to promoting locally sourced and sustainable food options in school cafeterias. Her passion for connecting students with fresh, wholesome ingredients has inspired positive change in numerous school districts across the country.

In addition to her impactful work within the K-12 school foodservice sector, Lauren is one of the original staff members for School Food Rocks. As part of this pioneering company, she continues to share her expertise and provide guidance to school districts seeking to revolutionize their foodservice operations. 

Lauren’s extensive knowledge, practical experience, and commitment to promoting healthy eating habits make her a respected authority in the field of school foodservice. Her contributions to the Farm to School movement and her involvement with School Food Rocks continue to shape the industry and empower schools nationwide to provide nourishing meals that support the well-being of students. 

 With over two decades of experience as a manufacturer broker and extensive direct work with food manufacturers, Jeff Dodge brings unmatched expertise and professionalism to School Food Rocks. Known for his stellar reputation nationwide, Jeff has cultivated strong relationships across the K-12 school foodservice industry, making him a trusted advisor to schools and manufacturers alike.

Jeff’s career is defined by his deep understanding of the unique challenges and opportunities in K-12 foodservice. His ability to bridge the gap between manufacturers and school nutrition programs has resulted in countless successful partnerships and innovative solutions that meet USDA guidelines while delighting students.

With over 30 years of dedicated experience in the field of special education, Erica Urban is a passionate advocate for students with unique abilities. Holding a Master’s degree in Special Education, an EdS in Educational Leadership, and certification as a Board Certified Behavior Analyst (BCBA), Erica brings unparalleled expertise and a heartfelt commitment to her role at School Food Rocks.

As VP of Training – Education Segment, Erica specializes in helping school foodservice programs navigate the diverse needs of students with special needs. Her extensive knowledge ensures that schools can create inclusive environments that accommodate dietary, sensory, and behavioral requirements, enabling every student to thrive. Erica provides tailored training, actionable guidance, and practical strategies to empower foodservice teams to serve students with compassion and confidence.

Erica’s work is fueled by her unwavering dedication to making a positive impact in the lives of students with unique abilities. Her holistic approach combines educational best practices with a deep understanding of individual needs, ensuring that every child feels seen, valued, and supported.

When she’s not championing inclusive practices in school nutrition, Erica is a mentor, speaker, and advocate who inspires others to embrace the importance of equity and accessibility in education.

With over 25 years of experience in the culinary field, including more than a decade specializing in the K-12 foodservice segment, Chef Kim Cobb is a true leader in the world of school nutrition. As Executive Chef at School Food Rocks, Chef Kim oversees our culinary development and training teams, collaborating with school districts and manufacturers to create healthy, flavorful dishes that resonate with K-12 students.

Chef Kim’s expertise extends beyond her role as a chef—she is also a master baker with a passion for crafting innovative, plant-forward recipes. Her creativity and dedication have helped redefine school meals, bringing a fresh, modern approach to menus while ensuring compliance with USDA guidelines. Chef Kim’s ability to balance nutrition with flavor has made her a sought-after partner for schools and food manufacturers alike.

Through hands-on training sessions, culinary demonstrations, and menu consultations, Chef Kim empowers foodservice teams to elevate their offerings and connect with students through food. Her commitment to excellence and student satisfaction is at the heart of everything she does.

Chef Kim’s visionary leadership and culinary artistry continue to drive the mission of School Food Rocks—making school meals an exciting, nutritious experience for every student.

With over 20 years of experience in the culinary field, including an impressive background in restaurants and as a Certified Chef Instructor, Chef Eli Edwards is an integral part of the School Food Rocks culinary development and training team. As a Chef Consultant, Chef Eli brings a wealth of expertise and passion to creating innovative, student-approved recipes and empowering foodservice teams across the K-12 segment.

Chef Eli’s diverse culinary experience allows him to craft creative, USDA-compliant dishes that blend nutrition with bold flavors students love. His deep understanding of menu development and hands-on training approach make him a trusted partner for schools and manufacturers alike. Chef Eli’s commitment to excellence ensures that every dish not only meets nutritional standards but also resonates with students and staff.

Through culinary demonstrations, menu consultations, and training sessions, Chef Eli helps schools elevate their foodservice programs, inspiring teams to deliver healthy, delicious meals that make a difference. His dedication to innovation and culinary artistry drives the School Food Rocks mission to transform school meals into an exciting, memorable experience for every student. 

With three decades of experience and recognition as one of the foremost leaders in K-12 foodservice nationwide, Chef Warren DeShields brings unparalleled expertise and passion to School Food Rocks. As a Chef Consultant, Warren draws on his extensive experience as a former K-12 Director, Chef, and SNA Royalty to help school districts and manufacturers elevate their programs and products to new heights. 

Warren’s deep understanding of school foodservice stems from a career dedicated to enhancing meal programs and empowering foodservice teams. As the founder of Crystal Clear Coaches, he has provided guidance and support to districts nationwide, making him a trusted advisor in the industry. His expertise in culinary innovation, program management, and student engagement perfectly aligns with the School Food Rocks mission to revolutionize school meals.

Known for his dynamic approach, Warren works closely with school districts and manufacturers to develop creative, USDA-compliant recipes and deliver hands-on training that inspires staff to excel. His ability to combine culinary artistry with practical solutions ensures every project is a success, meeting the unique needs of students and communities.

Chef Warren’s commitment to excellence and his visionary leadership make him an invaluable asset to School Food Rocks, as we continue to provide the highest level of support and services to our district and manufacturing partners.

With almost four decades of experience and a legacy as one of the most respected leaders in K-12 foodservice, Sal Valenza is a driving force for change and innovation in school nutrition. As a Chef Consultant for School Food Rocks, Sal leverages his extensive background as a K-12 Director and Chef to help school districts and manufacturers enhance their programs and deliver exceptional results.

Sal’s career is defined by his tireless advocacy for improving school meals through legislative action and policy reform. A passionate leader in the industry, he has worked to shape the future of K-12 foodservice by championing initiatives that prioritize student health, wellness, and access to nutritious meals. His dedication has earned him widespread recognition and admiration across the school nutrition community.

 Chef Sal works closely with school districts and manufacturers to develop USDA-compliant recipes, deliver hands-on training, and provide strategic guidance tailored to the needs of each program. His ability to combine culinary creativity with a deep understanding of the regulatory landscape ensures that every solution is both innovative and practical.

Chef Sal’s vision and commitment to excellence align perfectly with the School Food Rocks mission to revolutionize school meals. His decades of leadership and advocacy make him an invaluable asset in our work to support districts and manufacturers nationwide.

With over 25 years of combined experience in videography and IT, Tammy and Robert Bell are the dynamic duo behind the creative and technical efforts at School Food Rocks. As the Videography and IT Specialist Team, Tammy and Robert play a pivotal role in bringing our vision to life through compelling podcasts, engaging video and photo shoots, and impactful marketing campaigns.

Tammy’s expertise in videography and storytelling ensures that every project captures the heart of our mission—whether it’s showcasing the stories of local ranchers, filming chef-led demonstrations, or creating promotional content for school foodservice programs. Her creative eye and attention to detail bring authenticity and emotion to every frame.

Robert complements Tammy’s artistry with his technical mastery in IT and digital production. From ensuring seamless podcast recordings to managing the technical aspects of video editing and distribution, Robert’s skills ensure that every project is executed with precision and professionalism.

Together, Tammy and Robert are the powerhouse behind our multimedia content, using their talents to amplify the message of School Food Rocks and inspire positive change in school nutrition. Their dedication and creativity make them an invaluable part of our team.

 With over a decade of high-level experience managing and training K-12 foodservice staff, Kristen Wellbaum is a true expert in the field. As a Training Specialist for School Food Rocks, Kristen specializes in food safety, sanitation, food quality and presentation standards, financial management, and staff development. Her wealth of knowledge and practical expertise make her an invaluable resource for school districts seeking to improve their foodservice programs.

Kristen’s hands-on, personal approach to training sets her apart. She works directly with school foodservice teams to identify their unique challenges and tailor solutions that meet their needs. Her approachable style, combined with her deep understanding of best practices, ensures her training sessions are both engaging and effective. Districts consistently praise Kristen’s ability to empower staff with the tools and confidence needed to excel.

From implementing rigorous food safety protocols to enhancing meal quality and improving financial outcomes, Kristen’s impact is transformative. Her dedication to helping foodservice teams succeed reflects the School Food Rocks mission to elevate school nutrition and create a positive dining experience for every student.

With extensive expertise in school nutrition and a passion for creating inclusive meal programs, Aren Dodge serves as a Registered Dietitian Consultant for School Food Rocks. Aren’s credentials mirror the highest standards in the field, with specialized knowledge in managing special diets, allergens, and diabetes education. Her dedication to ensuring every student has access to safe, nutritious meals is central to her work.

Aren brings a wealth of experience in developing strategies for schools to meet the unique dietary needs of their students. From crafting allergen-free recipes to designing menus tailored for students with diabetes, she provides expert guidance to ensure compliance with USDA regulations while prioritizing student health and satisfaction.

Her ability to blend technical expertise with practical solutions makes her an invaluable resource for school foodservice teams. Aren’s collaborative approach empowers staff to confidently navigate complex dietary requirements, fostering an inclusive environment where every student can thrive.

Aligned with the School Food Rocks mission, Aren’s commitment to innovation and accessibility is helping transform school nutrition programs across the nation, ensuring no student is left behind at mealtime.