A gourmet pie company that appeared on the US television show Shark Tank earlier this year has filed for bankruptcy amid a pending lawsuit from its main lender.
Joyebells, a family-run bakery based in Virginia, was founded in 2019 and gained early success through local media appearances and a spot on the Today show in 2022. Its most popular products included sweet potato, peach, and pumpkin pies.
CEO Joye Berry-Moore pitched the business on Shark Tank in February 2025. Although the sharks praised the quality of her pies, none chose to invest. Just five months later, the company filed for Chapter 11 bankruptcy after being sued by Locus Bank for defaulting on a $350,000 loan.
According to court documents, the bank loaned Joyebells up to $350,000 in May 2023, with a maturity date of May 11, 2025. On May 12, 2025, Locus Bank sent a default notice and demanded payment. The bank is seeking at least $344,500. Three days before the maturity date, Berry-Moore and her husband, Eric Moore, filed for personal bankruptcy, listing debts of around $1.27 million, including $144,000 owed to the Internal Revenue Service and $570,000 to pie manufacturer Apple Valley Foods.
The company had previously faced difficulties in 2023 when more than 315,000 peach pies were recalled due to a manufacturing issue involving unripened peaches. This led to reduced profits and a reliance on QVC sales in 2024.
Berry-Moore has spoken publicly about overcoming homelessness as a teenager to become a first-generation business owner. The Independent has contacted lawyers for both parties for comment.
