At the age of nine, Joseph was diagnosed with diabetes and by age 12, he created the first sugar free ice cream on the market. At 15 (1986) the fructose-sweetened Joseph's Cookies and brownies were released into the mass market. Because of the quality of their products they have won numerous awards, some of the awards include: The American Taste Award, Superior Product Award, NFDA All-Natural Product, FDM All-Natural Award, Sugar-Free Award, Healthy Product Award, The Quality Hero Award, Senate Productivity Award, Governors Viva Award, Blue Chip Award, Chamber Business of the Year Award, was named "The Best Sugar-Free Cookie of the year 2002" and "Grocery Product of the Month". The company has also received the prestigious American Success Award presented by President George Bush at The White House Rose Garden.