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Like many business travelers, Mesut Celebi was frustrated by the lack of healthy snack options when he was on business trips. He’d reluctantly munch on chips, sweets and other high calorie snacks, wishing that he’d had better options.

Meanwhile, he noticed that when he travelled to Mediterranean countries, he often had tasty and nutritious snacks. Foods he enjoyed eating — celebrated even. He felt more alert and healthier. That got him to thinking how he could bring these delectable treats to the U.S. market.

A serial entrepreneur who has helped launch dozens of successful businesses, he decided to incubate his own concept in 2015. This led to CeleBites, a diversified food products brand unleashing a movement to make snacking a celebration of life.