Joye B. Moore will be appearing on Shark Tank this Friday, February 7, 2025, at 8PM on ABC.
In September 2024, Joye B. Moore was selected from tens of thousands of applications from entrepreneurs around the nation to pitch her company, Joyebells, to Sharks for potential investment on the ABC television series.
Joye, recounting the experience, “I am blessed! It was amazing, brutal and a great learning experience.”
Joyebells’ family recipes come from Joye’s 3rd Great Grandmother Susan Mae Howell and has passed down six generations with love. Joye B. Moore, also known by her family nickname Joyebell, and her family are the sixth generation to make these family recipes and the first generation to turn these traditions into a business.
The Big Reset
Among the many experiences of Joyebells’ journey, they faced a significant hurdle after a product manufacturing defect resulted in the Richmond-based small business distributing peach pies with unripened peaches into the market. Coupled with communication breakdowns, this resulted in prolonged inaction of product removal from some inventories, impacting their brand relationship with their customers and partners. In response, a full review of operations was conducted.
After a strategic assessment, valuable feedback from the Joyebells Family of customers, and thorough market analysis, Joyebells found itself misaligned with its mission, core values, and customer expectations; and recognized the need to reset and realign operations and goals. In comes The BIG Reset.
“It is a huge risk starting over, but worth it to be back in alignment with God’s will for me and my family,” says Joye. “We stand behind our mission for quality and our original recipe gourmet pies are that-quality. We believe our Joyebells Family of customers will appreciate that we listened to what they wanted; that is worth the risk.”
Original Recipes are Back
JOYEBELLS listened to their customers, pulled all its ambient (shelf-stable) products from the marketplace, and re-established a supply chain that aligns with Joyebells’ mission for quality. This decision was necessary to ensure that the company maintains the high standards and commitment to quality that customers expect and deserve.
Joye has secured a generational family-owned manufacturing partner to produce their quality homestyle gourmet desserts they know families deserve. “We are so excited to have a partner to produce our original recipe-gourmet pies that taste like they were made in my kitchen. It is what our customers want.”
Products have new sustainable packaging for the environment and are now merchandised in frozen sections of select regional retailers who support “giving customers what they want,” says Joye, including the frozen bakery cases at Kroger (Mid Atlantic) in June, in the frozen desserts case located in frozen foods in Costco (Northeast, date to be announced), and at Schnucks (Midwest) in April. This also represents a category expansion for Joyebells.
eCommerce Launch
Joyebells will also launch ecommerce with nationwide shipping on Friday, February 7, to coincide with Joye’s Shark Tank appearance, on joyebells.com as part of The BIG Reset.
“eCommerce gives our nationwide Joyebells Family of customers the opportunity to experience their gourmet pies while we work to expand our original recipe footprint in the frozen desserts marketplace.”
