Chances are that at some point Joe Haddadin has fed you. If he hasn’t, it’s not from lack of trying. Starting in 2005 with Joe’s Cafe, Haddadin has served up thousands upon thousands of full plates in his efforts to feed Humboldt diners, one table at a time. With restaurants up and down the coast from Fortuna to McKinleyville (and soon beyond), he’s given you plenty of opportunities.
Haddadin did not take the usual path to restauranteur. He taught physics before immigrating to America from Jordan. He found himself in Eureka and in need of a job. His culinary career started in a tub of hot, sudsy dishwater in the back of Denny’s Restaurant. He read everything he could about cooking, a strategy that paid off six weeks later, when he was promoted to cook. He was soon managing the Denny’s, then within the year he became general manager of Kristina’s, a Eureka restaurant he added to his burgeoning empire in 2010.
The former physics teacher made great use of his educator’s background and love of learning. When Haddadin began to build his business, he realized he needed to know more about real estate. Again, he learned all he could, even taking classes. His success comes in part from his desire to know as much as possible about the different facets of his businesses.
He saw an opportunity to expand, selling Joe’s Cafe to open Pepper’s (719 S Fortuna Blvd., Fortuna). He added Kristina’s (250 W Fifth St., Eureka), Bella Italia (1875 Riverwalk Drive, Fortuna), a second Pepper’s location (500 Valley W Blvd., Arcata), Redwood Cafe (1206 Main St., Fortuna) and Adel’s (1724 Broadway, Eureka). When Niveen’s in McKinleyville closed, the unstoppable Haddadin saw another opportunity; Joe’s Green Barn (2145 Central Ave) soon opened its doors.
“I believe McKinleyville can support a business like Joe’s Green Barn. If I do the right thing, it is good for McKinleyville. Expanding was the right move. I made an effort to make it look better, better vibes.” The vibes are amazing in the parking lot on Saturdays (weather permitting), when a mechanical bull waits to delight you and your family. Or break out your Stetson and Tony Lamas to try your luck with the bull at the Time Out Sports Bar (3502 Broadway, Eureka) on Wednesday nights. Cowpokes can fuel up with some delicious sliders while they wait their turn.
Not one to sit still, Haddadin is carefully growing his network. He plans a food distribution center in Eureka, with the remodeling process scheduled to finish up next summer. He intends to grow this business slowly, saying, “When it starts up it will only serve my businesses. Then it will sell to other restaurants, and then to all Humboldt.” The distribution area just for his own restaurants is about to get bigger. Pepper’s Crescent City (308 U.S. Highway 101) will be opening in the old Apple Peddler location in February of 2026. Another new development: Bella Italia now has a full liquor license so get ready for cocktails.
The successful growth of Haddadin’s restaurant empire is not just because of his master’s degree in management (he has one of those, too). He’s built a system of employee advancement that takes care of his staff. “After COVID, I learned a new aspect of business, especially that expansion. Employees are like my family. I spent all my [Paycheck Protection Program] loan on them. I kept all my employees. I stayed open. I used the money for them even when I was struggling. I kept all surviving through that time by taking loans on my house.”
He taps an employee to manage each new location, offering them part ownership. This strategy is not just based on business, but on mutual dedication. “I started thinking of taking care of them more and more. Managers as part owners, raising them up in the business. That is my family,” Haddadin says, singing the praises of his partners. He then happily notes he is adding more employees at Crescent City.
He enjoys forging community connections through sponsorship of teams, both children’s and adult. “We sponsor 10 to 12 teams, including baseball, soccer and softball. It allows me to interact with the community in a much bigger way. I’m always looking to give more.” And give he does, feeding CalFire teams every summer since 2006. “They get to pick what they want from the menu,” Haddadin said. He knows what satisfies a hungry customer, but even better how to keep California’s fire teams fueled up for the fight to keep Humboldt safe.
When asked to complete the sentence, “My Humboldt life is,” Hadaddin was quick to answer: “Very humble. People were very amazing and inviting. It was a new life for me coming from education to the restaurant business. It opened every door for me. It is that land of opportunity, welcoming to an immigrant. Here for my family, my wife and children.” His voice thickens. “When we come back from traveling, we look forward to seeing home. We are excited about getting back.”
Haddadin goes on to say, “I love seeing how people come to eat on holidays, celebrating in our restaurants. It’s an amazing feeling, huge responsibility but amazing that I can do this and thrive. Exciting. Full of nature. Full of love.” Humboldt provides more than just a home for him and his family, it provides a rich and fulfilling life.
Adel’s Restaurant
1724 Broadway, Eureka
(707) 445-9777
Bella Italia
1875 Riverwalk Drive, Fortuna
(707) 725-1600
Joe’s Green Barn
2145 Central Ave., McKinleyville
(707) 839-3417
Kristina’s Restaurant
250 W Fifth St., Eureka
(707) 444-3322
Pepper’s Arcata
5000 Valley West Blvd.,
Arcata, (707) 826-0607
Pepper’s Fortuna
719 S. Fortuna Blvd.,
Fortuna, (707) 725-5580
Redwood Cafe
1206 Main St., Fortuna
(707) 725-3998
Time Out Sports Bar
3502 Broadway, Eureka
(707) 440-2222
This article appears in My Humboldt Life October 2025.