Instagram star. Said to be "revealing the truth behind the public's favorite foods", he is a nutrition academic and long-time nutrition and wellness enthusiast. He became famous on Instagram through his profile, joey_wellness. His posts feature nutritional breakdowns featuring items such as soda, mac and cheese, and ketchup, paying particular attention to their sugar content. He has amassed more than 1.1 million followers. He joined Instagram in March 2013.