"Summer party in your mouth" - Joyebells founder Joye B. Moore pitches on Shark Tank

Shark Tank season 16 episode 11 aired on ABC on February 7, 2025. The episode featured a delicious pitch from Joyebells owner, Joye B. Moore who hails from Richmond, Virginia. She started with a tuney hello that the sharks were visibly appreciative of.

Joye sought $600,000 for a 10% equity stake in her company on Shark Tank. Her product is the pies which have even won an award for their taste. According to Joye, the recipe for the pies was started by her third great-grandmother and was finally passed down to her. She is the sixth generation in her family to turn this tradition into a profitable business.

Joye has won the award of "Best Pie in the Nation by the American Pie Council." All of this pie-talk made the sharks, especially Robert Herjavec, hungry for a bite and he excitedly asked her for a taste of the same. Kevin was impressed by the taste and said he would rate it "10 out of 10." Replying to him, Joye said:

"It's a big ol' summer party in your mouth."

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Shark Tank entrepreneur Joye B. Moore pitches Joyebells

Joyebells are packaged pies that come in different flavors such as sweet potato, peach, and pumpkin. The idea for the business, Moore said, came from how she would bake these pies and "take them to work" and even gift them to people.

Talking about her past, Joye revealed that she is a survivor of an "untreated mentally ill mother," which had rendered her homeless in her teenage years.

Just to survive, she had to live in abandoned houses and eat out of dumpsters. This gave her hope that if she could survive this, there is nothing out there that is impossible for her.

Shark Tank investor Kevin then asked Joye about the valuation of her company at $6 million. Revealing her all-time sales, Joye says it is over $16 million. However, the sharks did not understand why her previous year's sales were more than her projected sales for the upcoming year. Joye explained that it was because of huge retail chains. She said:

"What I learned in the process is, big volume sales for them does not mean big profits for me."

This has made her drop two of her biggest clients because she wanted them to figure out how to bring her refrigerated product back.

Identifying the problem that she is facing in her business model, Robert Herjavec says that she either needs to increase the price of the product or decrease the production cost. However, Kevin was not on board with the business and claimed that he was out.

At the end of the negotiations on Shark Tank, none of the sharks decided to invest in the pie business but Barbara asked Joye to do what she knows needs to be done. This could make her product even more profitable.

The sharks also did not agree to a $600,000 ask from the company. As pointed out by Lori and Mark, it would be tough to invest and then make a profit off of that investment.

After exiting the stage, Joye shared her side of the story in a confessional. She said:

"I came, I tried and for anyone else out there, no matter what things look like or how they feel, you keep moving. And I hope you go get some! Mwah!"

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Shark Tank season 16 episodes drop out weekly on ABC at 8 p.m. ET on Fridays. Later, they can be streamed on Hulu.