Joye B. Moore: Joyebells

Joye B. Moore's smile is infectious. But behind the
sixth-generation baker's big grin and loud laugh, there is pain.
Before moving to Virginia, Moore grew up in North Carolina and
Texas where she lived with an abusive stepparent and a mother
with severe mental health challenges.


"My mother was undiagnosed with mental illness, that the family,
just due to cultural reasons was not aware of," she said. "So at
some point, we ended up living with my second great-grandmother."


It was there, in her grandparents' gardens and kitchens, where
Moore learned about the importance of good food and family.


"I know they are proud of us. We are walking talking
manifestations of all of their prayers heard," she said.


Moore is talking about what she and her family have been able to
do with Joyebells. 


Moore and her family started making pies after she lost her job
at a nonprofit in 2019.


Moore started by selling just five pies a week at the Dairy Bar
in Scott’s Addition, to making 10 pies a week for that
restaurant. She then jumped production to between 100 and 200
pies a week for other local stores before Food Lion took notice.
Production then jumped to 1,800 pies a month to meet the demand
for area retailers.


It now has shelf space at all 1,100-plus locations in Food Lion’s
10-state footprint. It’s also grown into all 600 Sam’s Club
stores nationwide.


“We look at each other and can’t believe it. Pies, pies did this.
It’s surreal,” Moore said in an interview with the Associated
Press. “I’m most proud of my family, all of us coming together,
all of us coming together to elevate our historical family
trajectory.”


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