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Joye B. Moore
Joyebell's Sweet Potato Pies
Joye B. Moore was born in Goldsboro, North Carolina in 1965. Moore spent her first five years observing and assisting her second-great-grandmother in the kitchen, garden, and barnyard. This loving early education helped Joye to survive a tumultuous childhood and adolescence in Dallas, Texas. In 1987, she moved with her husband to Richmond, Virginia, where the couple made their home and raised three children.
In 2019, a career pivot led Joye to launch Joyebell’s Sweet Potato Pies, a commercial baking venture predicated on a family recipe of six generations. In barely a year’s time, Joyebell’s has developed a passionate local customer base and is gradually expanding into the broader regional market. As Joye continues to build her brand and bakes hundreds of pies a week, assisted by her sister and daughter. She remains committed, above all, to using her platform to advocate for causes related to mental health support and youth services.