S3E15 Kristin Howard | Building a Clean Energy Drink with Purpose: Joie Energy Drinks

Kristin Howard shares the fascinating journey of how she ended up co-founding Joy Energy Drinks after spending 10 years as a bookkeeper and then becoming a production manager for another beverage company. The idea arose from a personal connection to CBD during her mother's cancer treatment, leading her to design a healing-focused drink. After some initial setbacks with a different product, she pivoted towards developing an energy drink that would cater to health-conscious consumers, launching Joy Energy on February 20, 2020.

The episode highlights Joy Energy's commitment to clean and natural ingredients. Kristin explains the meticulous 18-month development process for the drink, aimed at delivering optimal flavor and health benefits without harmful additives. Joy Energy currently boasts three flavors and is designed to provide focused energy with ingredients like L-theanine to mitigate jitters, addressing the needs of consumers wanting guilt-free energy options.

Kristin discusses the success Joy Energy Drinks achieved at its initial launch with Market of Choice and subsequent placements in major retailers like Safeway. The community reaction has been overwhelmingly positive, with consumers appreciating the clean energy concept. As for future aspirations, Kristin aims to grow the brand locally before aiming for national recognition, even dreaming of featuring Joy Energy at the Super Bowl.

Kristin candidly shares the complexities of running a startup, where she often wears multiple hats, including bookkeeper and delivery driver. As they navigate financial constraints and competitive markets, she emphasizes the need for strategic partnerships and community support. She discusses the unique challenges of entering an energy drink market dominated by established brands, and the importance of brand loyalty.

Kristin's advice to new entrepreneurs emphasizes the necessity of passion and belief in the product. She stresses surrounding oneself with supportive individuals who will champion your dreams rather than undermine them. She encourages networking through entrepreneurial groups, such as those in Oregon, which provide valuable resources and mentorship opportunities.