In this episode I interview Izzy Shu, one of four co-founders of JOI (Just One Ingredient), a plant-based milk company with a difference.

When Izzy and her fellow co-founders met in grad school, they quickly realized their shared passion for healthier lifestyles and a quest to make the world more sustainable, and created a thesis project: An innovative solution to make plant-based milks cleaner, more accessible and more eco-friendly.

In 2016, JOI was created. The company offers concentrates made from whole, natural, raw ingredients which, when blended with water, create customizable, instant clean and nutritious plant-based milks.

Before founding JOI, Izzy worked in marketing and brand identity, as well as graphic and production design.

In this interview Izzy discusses:

• Why the company pivoted from hardware manufacturer to creating food products, despite investing time and money in the former

• How JOI is different to other plant-based milks and also to standard ‘instant milk’

• The benefits of a subscription-based sales model and a customer rewards program

• How Covid impacted the business – in a good way

• And more

Visit the JOI website

RESOURCES:

My Online PR Course for Vegan Business Owners & Entrepreneurs: Vegans in the Limelight

My book Vegan Ventures: Start and Grow an Ethical Business

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