Tony Jimenez’s passion for wellness began abruptly in 2000, when his 47-year-old father experienced a sudden heart attack. Fast forward just over a decade, and Tony is creating a grad school thesis project with three other students who have a shared passion for healthier lifestyles and a quest to make the world more sustainable. The idea: An innovative solution to make plant-based milks cleaner, more accessible and more eco-friendly.
The four founders, Hector Gutierrez, Izzy Shu, and Dave Korstad founded JOI in 2016, offering a one-of-a-kind product that’s the ultimate dairy replacement – a “Swiss Army Knife” for all of your clean, sustainable cooking needs.
“JOI was born out of a desire to radically improve plant-based milks, and offer a human-centric approach to clean eating and sustainability,” states Hector Gutierrez, CEO of JOI. “We want to empower the world to take the first step into a plant-based lifestyle by providing a simple, sustainable, whole food solution that is free of all preservatives.”
Today, over 75,000 tubs of JOI have been shipped to consumers in all 50 states. Additionally, JOI’s products have helped over 250 stores, restaurants and other businesses provide clean, sustainable food options to their customers.
JOI is even backed by celebrity nutritionist and author Marco Borges. Here’s a bit more about how the startup is changing the industry:
- Designed to be a jumping off point for a plant-based diet. With just whole and natural ingredients, it is the perfect replacement for dairy products in just about any dish you can conceive. A proprietary milling process creates its unique and versatile nut base consistency. JOI products are great for milk, creamier, dairy-free ice cream, dairy-free sauces, plant-based dips, smoothies and other vegan baking. (Check out some recipes here).
- Reducing impact on the planet is at the heart of the minority-owned company’s mission. It has an exponentially decreased carbon footprint when compared to dairy milk and its traditional plant-based milk competitors.One truckload of JOI is the equivalent of five truckloads of plant based milk in a carton.One tub of JOI saves seven milk cartons from the landfill and its unique consistency also means it can last up to 18 months on your counter – without any additives or preservatives.
The Product JOI’s Plant Bases are ideal for anyone considering a plant-based lifestyle. A proprietary milling process forms the products’ unique, creamy consistency, which is great for just about any dish you can possibly conceive, including milk, creamer, dairy-free ice cream, dairy-free sauces, plant-based dips and dressings, smoothies and vegan baking.
Most people don’t know that most pre-packaged plant-based milks only contain 2% of their featured ingredient. These boxed products are full of preservatives, additives, fillers, gums and binders. With just whole and natural ingredients, JOI is the perfect replacement for dairy products.
JOI requires no refrigeration, and its shelf life displaces other plant-based milk products – even without the additives – lasting up to 18 months. JOI’s revolutionary products are also an effective plant-based solution for cafes, juice shops and restaurants. The flexible applications allow businesses to have fresh, homemade quality plant-based dishes for a variety of recipes without the added time, labor and costs.
Additionally, JOI’s products have helped over 250 stores, restaurants and other businesses provide clean, sustainable food options to their customers. By educating consumers about plant-based milks and their production processes, JOI continues to provoke the food industry towards more sustainable practices and introduce the possibilities behind plant-based foods.
For more information on JOI products and recipes, visit www.addjoi.com or follow on Instagram @addjoi.
