Pies
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Joye B. Moore’s passion for baking was deeply influenced by her family’s culinary traditions, particularly those passed down from her third great-grandmother, Susan Mae Howell. These cherished recipes became the foundation of Joyebells, with Joye becoming the first in her family to transform these heirloom dishes into a business. Her mission extends beyond selling pies; she aims to share comfort food that brings people together and preserves her family’s legacy.
Joyebells offers premium refrigerated Southern-style pies rooted in six generations of family recipes. Joye B. Moore sough $600,000 for 10% equity.
Joye did not secure a deal on Shark Tank.
Following its appearance on Shark Tank, Joyebells increased its retail presence by securing agreements to introduce its original recipe pies in Schnucks and Kroger stores.
Robert Herjavec |
No offer |
Kevin O’Leary |
No offer |
Mark Cuban |
No offer |
Lori Greiner |
No offer |
Barbara Corcoran |
No offer |
During her Shark Tank appearance, Joye sought an investment of $600,000 in exchange for a 10% equity stake in Joyebells. She presented a range of pies, including peach, pumpkin, apple, and the signature sweet potato pie, all made from her family’s time-honored recipes. The Sharks were impressed by the pies’ exceptional taste, with Robert Herjavec remarking they were among the best ever featured on the show.
However, discussions revealed challenges in the business model, particularly concerning production costs and profit margins. The Sharks expressed concerns about the high cost of goods sold (COGS) and the impact on profitability. Despite their appreciation for the product and Joye’s compelling story, these financial considerations led the Sharks to refrain from making an offer.
Season and Episode |
Season 16, Episode 11 |
Air Date |
February 7, 2025 |
Entrepreneurs |
Joye B. Moore |
Product |
Joyebells offers premium refrigerated Southern-style pies rooted in six generations of family recipes |
Investment Sought |
$600,000 |
Equity Offered |
10% |
Valuation |
$6 million |
Initial Sales |
Lifetime Sales: $16.1 million. 2023 Sales: $7.7 million. 2024 Sales (Projected): $4.3 million |
Retail Plans |
Joyebells planned to relaunch in Kroger stores in the Mid-Atlantic, Costco locations in the Northeast, and Schnucks stores in the Midwest. |
Final Deal |
No offer. |
*After the filming of a Shark Tank episode, investments are subject to thorough audits and evaluations. During this time period, the terms of the investment can be altered or canceled by either party. As a result, the deals presented on the show may not always come to fruition for various reasons. This site does not guarantee the accuracy of any final investment figures.
Following the Shark Tank episode, Joyebells experienced a significant boost in sales and brand recognition. The company expanded its retail presence, securing deals to launch its original recipe pies in Schnucks stores across the Midwest and in Kroger stores in the Mid-Atlantic region. Additionally, plans were made to introduce Joyebells products in Costco locations in the Northeast. These strategic partnerships have enabled Joyebells to reach a broader customer base and continue sharing their beloved family recipes nationwide.
Joyebells offers a selection of pies, including:
These pies are available for purchase through various retailers and online via the Joyebells website. Each pie embodies the rich flavors and traditions of Joye’s family, aiming to deliver a taste of Southern hospitality to customers nationwide.
Joyebells is a company founded by Joye B. Moore that offers Southern-style pies, including sweet potato, peach, apple, and pumpkin, based on six generations of family recipes.
No, despite the Sharks’ praise for the pies’ taste, Joyebells did not secure a deal due to concerns about production costs and profit margins.
Since its inception in 2019, Joyebells achieved lifetime sales of $16.1 million, with $7.7 million in revenue in 2023.
Joyebells pies are available in various retailers, including Schnucks stores across the Midwest, Kroger stores in the Mid-Atlantic region, and plans to launch in Costco locations in the Northeast.
Joyebells pies are crafted from family recipes passed down through six generations, aiming to deliver authentic Southern flavors and a homemade taste.
