Monday, 6 February 2017 - 8:23pm

Published by Matthew Davidson on Mon, 06/02/2017 - 8:40pm in

Through trial and error Joel overcame a range of food intolerances which lead him to identify a niche in the market. Around one in four Australians suffer a food intolerance of some description and as a solution, Joel has developed a range of fresh, healthy meal choices that not only taste great, but also accommodate a wide range of common food intolerances.

One in four? According to whom? Any even mildly debilitating health problem suffered by 25% of the population is a major public health issue, not something to be solved by plucky food truck entrepreneurs. Actual medical research, as opposed to self-reported conviction, puts the figure at about one-tenth of that (eg. doi:10.1111/j.1365-2222.2008.03184.x), but let's not permit science to get in the way of a little entrepreneurship.

If you're going to make claims of medical efficacy based on "trial and error" and a sample size of one, why stop at one in four? Why not get into the diagnosis market and make that three in four? Coffs is hardly short of well-to-do cretins desperate to be cured of imaginary ailments.

Give me gluten-free flour, or give me death! I want to take my snake oil as a burger to go. Ooh, and a kale and chipboard smoothy. And a side order of those healing crystals. My spirit guide says they're delicious.