The School Food Rocks® Team

 Joe Urban is the founder of School Food Rocks and a foodservice leader with more than three decades of experience across commercial restaurants and K-12 school nutrition.

Before launching SFR, Joe owned and operated a chain of restaurants in Central Florida, then spent 17 years leading one of the largest and most progressive school foodservice programs in the country. His work focused on improving meal quality, student participation, nutrition, and the overall dining experience for students.

Through School Food Rocks, Joe now works with school districts, manufacturers, and industry partners nationwide to create better menus, stronger programs, and foodservice solutions that students actually get excited about.  

 Lauren Couchois is a registered dietitian with more than 14 years of experience in K-12 school foodservice. Her background includes menu planning, operations, nutrition strategy, and leadership within one of the nation’s largest school meal programs.

Recognized as a leading Farm to School expert, Lauren brings deep knowledge in local sourcing, student-centered menu development, and building healthier, more sustainable school food programs.

As one of the original members of School Food Rocks, Lauren helps districts strengthen operations, improve meal quality, and create foodservice programs that better serve students and communities.

    Tammy leads the creative storytelling efforts for School Food Rocks, bringing more than 15 years of experience in videography, marketing, and K-12 foodservice.

From podcasts and photo shoots to chef demos, cafe staff stories, and promotional campaigns, Tammy captures the people, purpose, and energy behind SFR’s mission. Her creative eye and attention to detail help bring every project to life with authenticity, emotion, and impact.

 Robert Bell leads the technical side of School Food Rocks, bringing more than 25 years of experience in IT, digital production, and technical operations.

Working closely with Tammy’s creative direction, Robert ensures every podcast, video project, and digital campaign runs smoothly from capture to final delivery. His technical expertise helps SFR produce polished, professional content with the quality and consistency our partners expect.

Chef Kim Cobb brings more than 25 years of culinary experience to School Food Rocks, including over a decade focused on K-12 school foodservice. As Executive Chef, she leads culinary development and training, helping school districts and manufacturers create healthy, flavorful menu items that students actually want to eat.

A talented chef and master baker, Kim is known for her creativity, plant-forward recipe development, and ability to balance great flavor with school nutrition guidelines.

Through hands-on training, chef demonstrations, and menu support, Chef Kim helps foodservice teams elevate their programs and bring fresh excitement to school meals.

  Erica Urban brings more than 30 years of experience in special education to School Food Rocks. With a Master’s in Special Education, an EdS in Educational Leadership, and certification as a Board Certified Behavior Analyst, Erica helps school foodservice teams better understand and support students with unique needs.

Her work focuses on practical training, inclusive strategies, and real-world guidance for serving students with dietary, sensory, behavioral, and accessibility considerations.

At SFR, Erica helps districts create more compassionate, confident, and inclusive foodservice environments where every student feels seen, supported, and valued.

Chef Eli Edwards brings more than 20 years of culinary experience to School Food Rocks, including a strong background in restaurants, culinary instruction, and K-12 foodservice.

As a Chef Consultant, Eli supports recipe development, menu innovation, and hands-on training for school districts and manufacturers.

 His work focuses on creating bold, flavorful, USDA-compliant dishes that students enjoy and foodservice teams can execute with confidence.

With his experience as a Certified Chef Instructor, Chef Eli brings practical teaching skills, creativity, and culinary expertise to every project, helping schools elevate their menus and bring more excitement to the cafeteria.

 Chef Warren DeShields brings three decades of K-12 foodservice experience to School Food Rocks, with a career spanning district leadership, culinary innovation, training, and program development.

A former K-12 director, chef, and respected industry leader, Warren is known for helping school districts and manufacturers create practical, student-focused solutions that work in real cafeterias.

As a Chef Consultant for SFR, Warren supports recipe development, hands-on training, menu strategy, and program improvement, bringing creativity, operational insight, and a deep passion for school foodservice to every project    

Kristen Wellbaum brings more than a decade of high-level experience in K-12 foodservice management, staff training, and program improvement to School Food Rocks.

As a Training Specialist, Kristen supports districts in food safety, sanitation, food quality, presentation standards, financial management, and team development. Her hands-on, practical approach helps foodservice staff build confidence, improve consistency, and strengthen daily operations.

Kristen’s ability to connect with teams and deliver real-world solutions makes her a trusted resource for districts working to elevate their school meal programs.

Howard leads facility design for School Food Rocks, bringing over three decades of experience in foodservice design, equipment specification, and project planning. His background spans K-12 schools, higher education, fast casual restaurants, airports, mall food courts, and other high-volume foodservice environments.

He is the creative and technical mind behind many of SFR’s new construction, remodel, and kitchen design projects, helping turn complex spaces into efficient, functional, and future-ready foodservice operations.

Sal Valenza brings nearly four decades of K-12 foodservice leadership to School Food Rocks, with deep experience as a director,K-12  advocate, and industry changemaker.

Known for his work improving school meals through both culinary innovation and policy advocacy, Sal helps districts and manufacturers create practical, student-focused solutions that meet today’s nutrition standards and operational realities.

As a Consultant for SFR, Sal supports recipe development, hands-on training, strategic planning, and program improvement, bringing unmatched experience, passion, and perspective to every project.