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Elevator Talk: Joya Delivers Plant-Based Function Focused on Flavor

Our Elevator Talk pitch series showcases the up-and-coming food brands you need to know. Meet the founders behind the hottest brands hitting the market and hear their plans to stand out on shelf. You can catch this series on NOSH and the NOSH YouTube channel, with new pitches shared every week.

Ruth Elnekave is the Founder & CEO of Joya, a company focused on bringing consumers moments of pure, everyday joy through superfoods and functional foods that are just as decadent as they are nourishing and effective. Joya’s three lines of products include functional elixirs and loose leaf teas that utilize adaptogenic herbs and medicinal mushrooms, as well as handcrafted chocolates that feature simple ingredients. Focused on quality, the company independently lab tests all products prior to releasing them to the public. Joya recently launched online and is focused on building brand awareness among its target consumers of 30-40 year old females that are focused on wellness and quality ingredients, that don’t want to sacrifice flavor for function. Going forward Elnekave plans to continue to invest in marketing and sales and is looking for a strategic partner that can help her take her direct-to-consumer business into retail stores by building those relationships.


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