Baking meets business

November 16, 2016 //

Joe GreenJoe Green
BBA ‘12 | Founder and CEO of Affinity Confections

Hometown: Philadelphia
A taste for competition: Over the summer, Green pitched casting agents for “Shark Tank.” He’s also been selected as a finalist for Temple University’s business-plan competition, Be Your Own Boss Bowl.


By all measures, Joe Green, BBA ’12, is a successful young entrepreneur who followed his passion for baking to create Affinity Confections, a growing Philadelphia-based company that offers premium-made sweets with unique flavor combinations in smaller, bite-size portions.

But try as he might, there’s still one thing in which he’s not been successful: convincing his grandmother to give up her delicious apple cake recipe.

“I explained, ‘Listen, I’m building a business,’” he said with a laugh. “I bring it up often. And she just won’t give the recipe to me, no matter how much I ask.”

Some things, perhaps, are just too cherished to share with the world. But his grandmother is still the most-important figure in shaping Green’s future, teaching him how to bake when he was a young boy and passing on important lessons like, “You’re only as good as your ingredients.”

She even used to sell some of her cakes to friends or at small events, setting the foundation for Green to carry on the family’s baking legacy on a larger scale.

“If it was raining or cold outside and you’re a kid stuck in the house, what do you do?” said Green, who was raised by his grandmother. “I did all the usual things kids do, but if my grandmother was in the kitchen, I was right there with her. That was something I enjoyed and was my creative expression.”

While his skills in the kitchen grew and he learned the fundamentals of baking, he knew he needed to learn how to take those skills to the next level. That’s where the Fox School of Business came in.affinityconnections_150806_affinity_13376-1

From grasping the ins and out of the business world as an entrepreneurship major to learning on the job during a mandatory internship with Night Kitchen Bakery in Chestnut Hill to emerging as a finalist in Temple University’s renowned Be Your Own Boss Bowl, Green credits Fox with giving him the tools to start his company just a couple years after graduation.
“It’s one thing to be naturally talented at something or have a good background with it,” he said. “But it’s another thing to have that business acumen to really make it a viable business.

“Conceptually, baking is a good comparison to the business world itself,” he added. “It requires a lot of patience, a lot of time, and because it’s like chemistry, you’ve got to get those formulas right.”

Launched in 2014 after more than a year of product development (and testing the concept through a snack bar on Temple’s campus), Affinity Confections has certainly been more than viable. Green delivered what he thought to be an engaging pitch to casting agents for the hit ABC show “Shark Tank” when they recently visited Temple.

And although he’s proud of the tasty and fresh seasonal confections he’s developing, the company’s excellent online reviews, and strong track record of commercial and residential delivery, his eyes are now on the next phase: finding a brick-and-mortar location where Affinity can bring in its products from its West Philadelphia production facility and establish a footprint in the city.

From there, his ambitions are even greater.

“My aim is to be a staple in the city,” Green said. “When you think about Philadelphia, you think about cheesesteaks, pretzels, and water ice. I want people to put Affinity Confections in that category.”