JOI pioneered plant concentrates within the alternative milk industry.

In 2019, we made the first single ingredient, cold-milled almond base that, when blended with water, makes clean, pure and delicious almond milk made with Just One Ingredient. Since then, our product line has expanded to include multiple plant milk options, available for both direct-to-consumer (DTC) and wholesale purchase, with further offerings in development.

Aside from being fully customizable (you can adjust creaminess and flavor to your liking), because YOU add the water, our concentrates significantly reduce packaging waste and carbon footprint impacted by shipping, storing, and consuming liquid-based store-bought milk.

When we first started JOI, we weren’t trying to create another plant milk brand. We were trying to solve a deeper problem that no one in the industry seemed interested in acknowledging. While the plant-based category was expanding in sheer volume, the quality behind the products remained stuck in place. It felt obvious that consumers deserved more than cartons full of mostly water, stabilizers, and preservatives. They deserved something genuinely new.

As we peeled back the layers of how plant milk had historically been made, we discovered something liberating. Once we removed the water, we unlocked a completely different world. Suddenly, we could deliver a fresher, more powerful, more sustainable experience without relying on the wasteful logistics of the old liquid model.

The moment that clicked, JOI transformed from an idea into a conviction. We realized we weren’t fighting for shelf space in a crowded aisle. We were building the aisle that would eventually make the old one look outdated.

Once we committed to concentrates, everything aligned. We understood intuitively that consumers want products with ingredients they can trust, and our formula allowed us to strip everything back to its essentials. Minimal ingredients. No preservatives. No stabilizers. Just pure plant nutrition. That simple act of subtraction became one of our greatest innovations.

At the same time, the sustainability benefits were undeniable. Shipping a product that consists mostly of water simply didn’t make sense anymore. By removing the water, we slashed waste, reduced packaging by 85%, and increased shipping efficiency up to ninefold. The cleaner the product became, the cleaner the entire system became. This was no longer a novelty. It was the future.

JOI’s new squeezable milk bases represent the next evolution of our category-defining concentrates, designed to make plant milk even more intuitive, functional and delicious. These 9-ounce bottles are filled with smooth, cold-milled plant concentrates that deliver fresh, clean milk in seconds with nothing more than a squeeze and a splash of water. The new format also unlocks an entirely different experience outside of the glass, allowing you to drizzle JOI over yogurt, fruit bowls, toast, smoothies and your favorite healthy snacks with ease. By pairing exceptional flavor with effortless usability, our squeezables bring JOI’s signature purity and versatility into a form that fits seamlessly into everyday routines.

As we expanded the line, something important became clear: we weren’t just creating different flavors. We were building a platform with almost limitless adaptability. Almond, oat, cashew, pistachio, macadamia, quinoa, sesame, hemp, coconut, and more. Each ingredient behaves differently, yet they all flow naturally through our system.

This diversity is our competitive advantage. JOI can serve home consumers, cafés, hotels, institutional partners, manufacturers, and even emerging brands looking for a clean plant-based input. Few CPG businesses get to operate with this type of flexibility. For us, it is the cornerstone of our growth strategy.

With every iteration, we push ourselves to question what plant milk could look like in the real world. The runny, single-ingredient drizzlers emerged from a desire to create something that felt both playful and incredibly functional. The powders evolved from the convenience of quickly dissolving into beverages and shakes. Plant milk is no longer limited to a carton in the fridge. It can be something you pour, drizzle, blend, or fold into recipes with total freedom.

A slight change in the consistency and form opens a world of culinary possibility and reveals how much untapped creativity still lives in this category.

As we delved deeper, the substantial opportunity within the adjacent Creamer category became clear. Despite its enormous size, the category is fundamentally misaligned with contemporary consumer values. Traditional products were relics from a time when convenience mattered more than health or transparency. By applying our formula to a creamer and comparing it to legacy alternatives like Coffee mate, you immediately see the JOI difference. The absence of inflammatory oils; the low sugar content; the biodegradable packaging; and the elimination of additives like carrageenan or casein - all reveal a product rooted in transparency and built with intention. While they lean on corn syrup solids, emulsifiers, and oils, JOI delivers real food and clean energy.

Thanks to our JOIBlend - a purposeful mix of functional, good-for-you ingredients - our creamers dissolve instantly, taste exceptional, and respect the human body. They fit seamlessly into offices, homes, carry-ons, and cafés.

The ability to create instant milk or instant lattes from a single packet is one of the simplest yet most powerful expressions of what JOI stands for. Consumers crave convenience, but not at the expense of quality. Operators crave efficiency, but not at the cost of taste. We’ve built something that serves both effortlessly, and that kind of versatility is rare in the category, proving to be one of our strongest touchpoints with customers.

Our customers are increasingly discerning, and they can feel the difference in how a product tastes, performs, and aligns with their values. The JOI creamers invite them into a better everyday ritual, one that reflects the future of food rather than its past.

We have introduced new flavor profiles that are vibrant, modern, intentionally crafted, and packaged in landfill-biodegradable materials. This marriage of creative flavor and responsible packaging reflects our focus on building a brand with both personality and principles.

JOI’s evolution has crystallized into a multiphase roadmap that lets us scale with purpose. It begins with core flavors, expands through JOIBlend, and unlocks a host of functional additions such as protein, collagen, vitamins, adaptogens, matcha, and coffee. This modularity ensures we innovate intelligently rather than reactively.

Every new SKU emerges from the same backbone. This gives JOI what so many CPG brands dream of: the ability to grow without complicating operations or diluting identity. It is a system built for the long-term.

Our multi-channel opportunity is flourishing, with partners approaching us from wildly different industries. Hotels want premium plant-forward experiences that match their guests’ expectations. Retailers want clean, shelf-stable products with strong brand energy. Foodservice operators want consistency and storage efficiency. Manufacturers want a clean, high-performance ingredient they can trust.

Instead of picking a single lane, we have built a model that serves each of them with precision. That adaptability is a defining strength of JOI, amplifying our impact and broadening our reach in ways traditional plant milk brands simply cannot mirror.

What has been most inspiring is watching our partners turn JOI into a catalyst for creativity. In cafés, juice bars, hotels, and university kitchens, JOI has become more than an ingredient. It has become a tool that unlocks flavor, consistency, and sustainability in ways that improve both the operation and the guest experience.

Here are the voices of the people who have built JOI into their menus, their workflows, and their vision for a better food future:

Dairy milk consumption continues to fall. Half of American households now keep plant milk in their homes as plant-based adoption continues to climb. Consumers are seeking cleaner, more functional products with honest ingredients. And yet, liquid plant milk and powdered creamers remain nutritionally weak and unnecessarily heavy on wasteful packaging and shipping.

JOI is at the center of a generational shift. We offer a more nutritious, more sustainable, more logical alternative to the old model. We are not chasing a trend. We are rising into a vacuum the industry created by standing still.

Today, JOI generates revenue across direct-to-consumer channels, wholesale, foodservice, hospitality, ingredient partnerships, and retail through Whole Foods Florida. This diversity gives us stability and optionality. It also gives us real-time insight into how our products behave in different contexts, which strengthens our ability to scale intelligently.

What excites us most is that each of these channels is still in its early innings. With strong retention, improving acquisition metrics, and a unified platform behind all innovation, we are positioned for meaningful expansion across all revenue streams.

JOI was built by founders who understand firsthand how difficult and rewarding the food industry can be. Each of us has lived through the operational realities of entrepreneurship, supply chain management, hospitality, product development, and venture. We know how to navigate complexity. We know how to stay resilient. And we know how to build with intention.

This is the team that spent years experimenting, refining, and listening. It is the team that built JOI from a prototype into a category-defining company. And it is the team that will take JOI into its next phase of national and global growth.

To date, JOI has prevented more than 10 million non-recyclable containers from ending up in landfills. That number is not symbolic. It represents a measurable, compounding environmental benefit driven by the simple choice to remove water from plant milk.

Imagine what happens when we scale further, and this becomes the new standard rather than the exception. That is the legacy we are building.

The JOI story is one of continuous evolution and strength, built on essential learnings at every stage. We began with a hardware product for fresh almond milk, then pivoted to plant concentrates to disrupt an entire industry. This led to expansion into foodservice and DTC, culminating in a mature company defined by robust distribution, strong performance metrics, and a reliable supply chain. Every pivot has made us stronger.

We have built JOI patiently, intentionally, and with a clear long-term vision. Now is the moment to scale what works and bring this new category to the world in a way that reflects its full potential.

As JOI moves into its next phase of growth, we will focus our newly raised capital on two essential drivers of scale: expanding our sales team and strengthening our inventory position. Building a high-performing sales organization will allow us to deepen our presence in priority regions such as California, Texas, Florida and the Northeast. These markets contain dense concentrations of cafés, hotels, grocers and wellness-oriented consumers who are already aligned with our brand. By placing dedicated account managers and regional specialists in these areas, we can accelerate distribution, nurture stronger relationships and unlock larger strategic partnerships.

In parallel, we will invest in healthy, forward-looking inventory levels that support this expansion with consistency and reliability. Strengthening our supply chain, raw material access and production capacity will ensure we can meet surging demand across hospitality, retail, foodservice and e-commerce without interruption. This balanced approach positions JOI to scale ambitiously, while maintaining the operational strength and trust required to grow into a national, category-defining brand.