Family-Run Pie Company Goes National: Vendors Include West Chester’s QVC

Joye B. Moore Joyebells
Image via CBS 6 Richmond.
Joye B. Moore.

Based in Richmond, Virginia, pie-making company Joyebells has taken over shelves nationwide and is sold through West Chester’s QVC, as well as Sam’s Club and Food Lion, reports CBS 6 Richmond.

Three years ago, Joye-Bell Moore started selling a few pies a week to a local restaurant, using the sweet potato pie recipe created by her great-great-great grandmother.

At the end of her first year in 2019, revenue was $8,976.

This year, however, the company has generated $6 million, and by the end of 4Q2022, that windfall is expected to come in at $10.4 million.

“We look at each other and can’t believe it. Pies! Pies did this! It’s surreal,” said Moore, while sitting next to her husband, Eric. “I’m most proud of my family; all of us coming together; all of us coming together to elevate our historical family trajectory.”

Recently, Moore appeared on QVC for its 24-hour Season’s Eatings food event.

“The QVC merchandising team met Joye at the Fancy Food Show (a N.Y. trade gathering) this past summer and fell in love with her personality, her story, and of course, her pies,” said a QVC spokesperson. “Her passion and authenticity is a perfect fit for QVC.”

A Joyebells pie retails for $12.99. Plus, there are more recipes and flavors on the way.

Read more about the success of Joyebells at CBS 6 Richmond.


Joye-Bell Moore describes her culinary-entreprenureal journey for herself.

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