Serenity Heegel and Joe Carr created Serenity Kids Baby Food because they wanted the best possible food for their future baby. They both had found the Paleo diet was the solution to consistent health problems. Serenity cured her digestive issues, anxiety, and insomnia. Joe improved his focus, energy, and mood—all issues associated with his high-functioning autism.

In 2014, Serenity left her career in logistics for Fortune 500 companies to start the Joy of Paleo coaching business, which introduced Paleo to dozens of clients, friends, and family members.

Joe spent his post-college years doing social justice activism. Afterwards, he had a career in alternative education, starting a progressive youth nonprofit in 2012. Now he is a certified life coach and educator, and works with other autistic adults to help them harness the gifts of their autism.

In 2016, Joe and Serenity started a family cooperative living community in Austin, TX, where adults and children live and grow together in a modern-tribal environment. They aspire to transform the baby food industry, end childhood diabetes, and support sustainable, regenerative family farms.