After relocating to Toronto, Joe opened a store called blue King Tobaccos Store. Here Joe sold products produced by Imperial, Benson and Hedges, Macdonald Tobacco and others. Here he also produced his own pipe tobacco and fine cut blends and started selling them in his store. He bought tobacco from fellow Hungarian friends of his who were farmers in Delhi and Simcoe Ontario, and than packaged them in his garage behind the store.

As his tobacco products were selling very well, he decided to hire a Cuban immigrant to do his rolling. Shortly afterwards he hired a second Cuban worker. Within a couple of years, sales of his ‘homemade’ products accounted for more than half of his total sales. This encouraged him to become a full-fledged manufacturer.