January 31, 2025

A Hot Start to a Cold Month!

Only a month into the year, it sure feels like we have got a lot done – We’ve added four States (Colorado, Utah, Arizona, Idaho) to the list of places you can find TruJoy Yogurt, launched in three chains, made two new flavors all in one month!

Maybe it may seem that this all got done in a month, but the truth is that all these exciting developments are a year (or longer!) in the making.  I’ve been dreaming of making Chocolate TruJoy Yogurt for years, but it took this long to figure out how to ‘legally’ make it for you (There are literally federal laws preventing us from making Chocolate the way I really want to, and I am no outlaw...). 

We live in a world of instant gratification and are accustomed to being a swipe of the finger away from instant joy.  But true joy can be found in delayed gratification.  Patience is not always easy and is a learned skill, but I can assure you that it is worth the wait!

New Year, New Flavors

If you’ve been following along, you may have heard that we added two new flavors at the beginning of the year.  And if you’ve had a chance to try them yet, I hope that you enjoyed eating them as much as I enjoyed making them!  Bringing new products to share with you is quite easily the most fun and energizing part of running TruJoy.

Offering our customers new flavors is critical to TruJoy’s mission – to make the world a happier & healthier place by making the healthy choice the easy one – as a broader selection will draw more folks towards TruJoy and away from less nutritious options.

It takes time, but hopefully you see our Mint Chip & Chocolate float up at your favorite retailer soon!

Whole Foods Market - LEAP On the Verge

We have been stocking the freezers at Whole Foods Market for nearly a year now and have been selected by the Whole Foods team to be a part of the 2025 LEAP: On the Verge Cohort.  The Whole Foods LEAP - Local & Emerging Accelerator Program - selects a handful of each brand that have serious growth potential and have a vision and values that are aligned with that of Whole Foods. This is a phenomenal opportunity for us work closely with one of the leading retailers as we gear up to grow.

I’m humbled that we are listed amongst these other amazing brands that were selected: Bon AppeSweet, Chuza, Pricklee Cactus Water, FOND Bone Broth, Mimi Cheng’s, NUFS, Tamalitoz, Umaro Foods & Ziba Foods.  Next time you’re at the store, give some of these a try, I can assure you that you will not be disappointed!  I’ve had the pleasure of getting to know some of the founders behind these brands over the past couple of years now and am excited for us to learn and grow together.

From Sea to Shining Sea!

Over the past few weeks, pictures of our pints in some pretty wonderful places have been tricking in – From Santa Fe to Aspen and my happiest place of all: Telluride.  My life isn’t getting any simpler and I do not get to spend as much time in the mountains or on the ocean as I’d like.  But it brings me tremendous joy knowing that TruJoy can call these places home!

If you’re curious to see where you can find TruJoy next, please check out our map. And if you see TruJoy somewhere close to a friend in a far of please, please share the joy!

As I write, pallets of TruJoy Yogurt are making their way across the deserts Arizona and the swamps of Louisiana.  In a few days TruJoy Yogurt will be stocked in select freezers at Sprouts from California to Florida – making us a coast-to-coast brand!

Truly & Joyfully,

Charlie