Man of La Muncha
Miller, 52, a former high school journalism teacher (and former marketing director at Sea World in Aurora, Ohio), has been editor of Snack Professional, a Cleveland-based trade publication, for 18 months. He doesn't just write about snacks, though. Miller has rapidly acquired a reputation as the most sophisticated palate in the business. He can distinguish among 10 brands of cheese-flavor crackers, speak knowingly about texture and seasonings—and name the manufacturer at a glance.
It's not a job for the faint of heart (Miller's doctor ordered him to go on a diet to lower his cholesterol) or the moderate of appetite. "Every new snack in the country filters through here," says Miller, who lives in suburban Ashtabula with Mois, his second wife. He gets to taste-test most of them, sometimes as many as 20 or 30 items at a sitting, though he insists, "I don't abuse the stuff."
All this snacking has paid off. "Joe is a sort of a catalyst," says E. Terry Groff, president of the Reading (Pa.) Pretzel Machinery Corp., whose machines turn out an estimated 80 percent of the world's pretzels. "His endorsement can get a product off to a good start." And if Miller discovers a flaw in a product, that gives a manufacturer a chance to fix it before it goes on the market.
That's just fine with Joe Miller. "I love every snack I see," he says. "There's no such thing as a bad snack."
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