Eat It, Virginia!

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 ju