Richmond Pie Maker Joyebells Picked up by Kroger
November 15, 2023 | 1 min to read
Richmond baking company Joyebells has expanded its reach by partnering with Kroger, adding its signature pies to 180 locations in the Mid-Atlantic region. The family-run business, founded by Joye B. Moore, now sells its desserts in 2,100 stores nationwide. Despite challenges in securing funding as a small, minority-owned business, Moore expresses her excitement and gratitude for this growth, affirming her commitment to persevere through the struggles.
After striking deals with Food Lion, Sam’s Club and QVC, Richmond baking company Joyebells has now added Kroger to the list of retailers carrying its signature pies.
Joyebells pies can be found at 180 Kroger locations across the Mid-Atlantic region. The family-run business is now up to 2,100 stores nationwide where its desserts are being sold.
“It is extremely exciting and a blessing to be able to expand the client base,” Joyebells founder and CEO Joye B. Moore said. “It’s been a challenge scaling as a small, minority business that can’t seem to secure funding. But it’s what I pray for, what I ask for, so I’ve been here fighting and swinging until I can’t swing anymore.”
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