Richmond-based entrepreneur Joye B. Moore, the founder of Joybells, will pitch her family recipe-inspired gourmet pie business on ABC’s “Shark Tank” this Friday Feb. 7, at 8 p.m. Moore was selected from tens of thousands of applicants in September 2024 to present her company to the panel of investors known as the Sharks for a potential investment.

“I am blessed! It was amazing, brutal and a great learning experience,” Moore said of her time on the program.

Joybells’ recipes trace back six generations to Moore’s third great-grandmother Susan Mae Howell. Moore, who carries the family nickname “Joyebell,” is the first in her family to turn these traditions into a business.

The company recently partnered with a manufacturer to produce home-style gourmet desserts. Their products will be available in Kroger’s frozen bakery section in June and Schnucks stores in the Midwest beginning in April. Costco locations are also expected to carry the brand at a later date. Joybells will launch nationwide shipping through its website, joybells.com, on Feb. 7. 

“E-commerce gives our nationwide Joybells family of customers the opportunity to experience their gourmet pies while we work to expand our original recipe footprint in the frozen desserts marketplace,” Moore said.