My interview with filmmaker Joe Cross, an extraordinary entrepreneur, author and wellness advocate, is especially welcome in light of the public's concerned discussion about childhood obesity. Parents, like me, are invested to learn more about our children's diet and support their best health possible!
Joe earned his health and diet knowledge through his own challenging personal journey, one that took him from constant illness to prime health. Joe, despite his commercial success, found himself at age 40 overweight and sick, and elected to take matters into his own hands. After consultation with noted US doctor Joel Fuhrman, Joe embarked on a 60-day journey of transformation across the US, consuming nothing but the juice of fresh vegetables and fruits. That journey – filled with personal milestones for Joe, and eye-opening experiences with average Americans, resulted in his eye-opening films. They have inspired millions of people to follow his example and reclaim their own health and vitality by adopting plant-based eating habits.
Traveling the world with his previous two films, Joe met thousands of people. One issue that came up again and again was what to do about the growing childhood obesity problem. In THE KIDS MENU, Joe meets with experts, parents, teachers and kids, coming to the realization that childhood obesity isn't the real issue, but rather a symptom of a bigger problem, including the knowledge of, access to and affordability of healthy options; and the influence of negative role models, whether a parent, teacher or even a celebrity.
All of this together seems to be a lot to overcome, but - when empowered, he discovers that kids often make the surprising choice of the healthier path!
Joe directed, produced and was the subject of the award-winning documentary Fat, Sick & Nearly Dead, seen by more than 21 million people around the world, and the popular sequel Fat, Sick & Nearly Dead 2, released globally in multiple languages. They are credited with having accelerated the plant-based eating movement! The response to his film work was so overwhelming Joe founded Reboot with Joe (www.rebootwithjoe.com), a health and wellness company that offers support, encouragement, community, media and tools to everyday people.
Joe began his business career as a trader on the Sydney Futures Exchange where he worked from the early 1980s until 1998. He subsequently managed a diverse portfolio of assets in telecommunications, media, technology and financial services for Queensland Press Ltd., and in 2003 began investing his own capital through his investment vehicle Jaymsea Investments Pty Ltd. He authored the New York Times bestseller The Reboot with Joe Juice Diet book. His website, www.rebootwithjoe.com, has become an integral meeting place for a community of more than one and a half million Rebooters worldwide. He has been featured in various media including the Wall Street Journal, The Times of London and The Dr. Oz Show.
Joe lives in New York and Sydney.