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Virginia business owner Joye B. Moore is teasing customers and fans of our Southern dessert company JOYEBELLS ahead of appearing on “Shark Tank” Friday, February 7 at 8 pm EST on ABC.
JOYEBELLS’s family recipes come from Moore’s third great grandmother Susan Mae Howell and has passed down six generations with love. Moore, also known by her family nickname Joyebell, and her family are the first generation to turn these traditions into a business.
After being selected last September among tens of thousands of applications to pitch JOYEBELLES, the country will watch Moore step into the shark tank for a potential investment.
“I am blessed! It was amazing, brutal and a great learning experience,” says Moore about her experience.
JOYBELLES’s Big Reset and Re-Launch
Among the many experiences of JOYEBELLS’ journey, Moore 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 company’s family of customers, and a 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.
“It is a huge risk starting over, but worth it to be back in alignment with God’s will for me and my family. We stand behind our mission for quality and our original recipe gourmet pies are that-quality. We believe our JOYBELLES’s family of customers will appreciate that we listened to what they wanted to; that is worth the risk,” says Moore.
JOYEBELLS’s owner listened to her customers, pulled all of the ambient (shelf-stable) products from the marketplace, and re-established a supply chain that aligns with JOYEBELLS’s mission for quality. This decision was necessary to maintain the high standards and commitment to quality that the company’s customers expect and deserve.
In addition, Moore has secured a generational family-owned manufacturing partner to produce their quality homestyle gourmet desserts your 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,” she says.
As part of the-relaunch, 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.” JOYBELLS products will be available in the frozen bakery case at Schnucks (Midwest) coming in April, Kroger (Mid-Atlantic) this June and in the frozen desserts foods section in Costco (Northeast) later this year. These new retail partnerships represent a category expansion for JOYEBELLS.
JOYEBELLS’s re-launch also includes its eCommerce with nationwide shipping beginning Friday, February 7 through its website. The new eCommerce gives nationwide JOYEBELLS family of customers the opportunity to experience their gourmet pies while the company works to expand their original recipe footprint in the frozen desserts marketplace.
Will Moore get a deal with a shark? Be sure to tune in Friday, February 7 and continue to follow her journey with JOYEBELLS on Facebook and Instagram. See what six generations of baking is all about, visit the new website also launching on February 7.
