Decades of Creative Evolution
Born in Southern California, Jeff's creative journey started early in life, but a teacher in college lit the fire that fueled Jeff's passion for pursuing it. The teacher, a deaf-in-one-ear war veteran, taught Jeff the fundamentals of life drawing and introduced him to abstract painting. He would pluck Jeff's brush right from his hand and show him techniques that became the foundation for his early work.
It was in 1989 that Jeff went to a show at LACMA called 'Raw Vision". Here, he witnessed works made by the incarcerated and the mentally ill, paralleled by the greatest artists of the 20th Century who were inspired by the self-taught. Even though Jeff sought a degree in the sciences, he found himself attracted to materials and processes and found love in folk art through ceramics and painting. He switched majors to fine art and studied under some of the most influential artists from Otis Parsons. His journey led him to win multiple art competitions and land his work in one of the largest privately owned art collections in Los Angeles. He has amassed thousands of pieces of work that can be seen in museums and collections worldwide. Jeff graduated from California State Fullerton with a Bachelor's in Fine Arts.
“I have been carrying an orchid around for more than 30 years. I love to watch it grow and bloom, just like the love I have for my art, my business, and my daughter”. — Jeff
My Journey
From folk art to pop art - to playing with earth and fire - to product branding and development, my journey has been fast-paced, chaotic, and sometimes very peaceful.
In the mid-90s, I produced and sold work to collectors, actors, and professional athletes. I was invited to produce ceramics at a studio in Kauai in 1999. While there, I learned high-fire ceramic glaze techniques, surfed Poipu, and ate smoked fish. Paradise came to a close after getting into a fender bender with 3 nuns.
I moved into an apartment with my childhood friend in Seal Beach, CA in 2000 and started to create my “Surf” series of paintings and clay tiki masks. It was here that a VP from Quicksilver started collecting this series. The impact of 9/11 produced a whole new body of artwork with oil sticks on canvas. A year later, the death of a close friend forced me to pivot in a safer direction.
During this time, much of my output became digital, working in different fields including real estate marketing, electronics, automotive design, and ongoing design support for spring water in Iceland.
Married, the year was 2005 and my greatest creation was born. My daughter arrived in mid-June at a hospital in Santa Monica, CA. I spent much time building a new body of work inspired by her. We would take walks to the beach and have lunch in the Marina. A few years progressed and my work was shown in Venice and surrounding galleries. During this time, I was designing GPS graphics for a company in Michigan and working for Icelandic Glacial Water in Torrance at the same time. Life was good and then a messy break-up left me without a family. In 2010, I traveled to Denmark and created a great body of work, before realizing I could not be without my daughter, and moved back to Manhattan Beach to be closer to her.
In 2011, I provided creative direction for theFUZZco brand, a skateboard, and clothing line inspired by my art. I produced another large amount of graffiti-style work by employing mixed media and my graphic design skills, had some shows, sold my work, and enjoyed the beach lifestyle with my daughter.
2012 brought Jenny, the love of my life. We connected deeply on food and beverage development and started creating products in the kitchen due to dietary limitations in the founder’s family. This brought about the desire to create convenient, healthful foods for those who find themselves with the same dietary limitations, and those who are looking for a way to add healthy foods to their diet.
2013 was the year evil entered my life. A Silicon Valley art collector from the 90’s contacted me about a coffee farm in Honduras that needed package and brand design support for the finished goods. I traveled to Honduras in late 2013 to get familiarized with the operation and work on marketing collateral. I had no idea I would be stepping into a few-year battle with a vexatious businessman. It was time to incorporate and protect myself.
Early 2014 brought Jenny and I closer together by incorporating Moda Foods. From here, we have formulated for and managed large national private-label programs and brands.
In the wild…
2014 to Present - Creativity for the Connoisseur :)
For the last decade, Jeff, with his partner Jenny, Moda Foods has been creating better-for-you products for an audience looking for clean-label food products. Jeff has an extensive background in food and beverage brand development and marketing programs at every level of product introduction – local, national and international. Their latest venture is CAELO®, a coffee brand for coffee lovers. He carries a passion born from fine art and creativity that permeates everything he does in food and beverage.