Daniel Movitz and other entrepreneurs held a kosher falafel tasting on Sunday, January 24, 2016 at the St. Louis Hillel at Washington University to gauge interest in a food truck. The people behind the idea participated in JFACE, a 22-week program created by Jewish Federation of St. Louis in collaboration with The Mission Center L3C (TMC), a local social enterprise incubator, and Washington University’s Skandalaris Center for Innovation and Entrepreneurship. The program’s purpose is to help participants develop entrepreneurial skills and creative thinking in an effort to solve the local Jewish community’s emerging issues.