Nadine Joseph knows the brain. She attended John Hopkins University and studied neuroscience before moving to the west coast to become a research assistant at the University of California, Berkley.
Additionally, she has seen firsthand the lack of diversity in the wellness, holistic medicine, and herbal supplements industries. As a black woman, she wanted to produce a product that allowed everyone to benefit from adaptogens.
Peak and Valley, a plant-based adaptogen-based herbal supplements brand, launched in 2018 and is now available in The Vitamin Shoppe, regional Whole Foods, and numerous independent businesses nationwide.
"One big problem with the wellness industry is that it caters to Caucasian women with a disposable income," Nadine said in an interview with Fashionista. "That's seen in every single marketing message. I'm a woman of color in the wellness space, and it's pretty frustrating to see that minorities just aren't being represented in an industry that's supposed to be about self-care and mindfulness."
Each Peak and Valley adaptogen blend jars feature a graphic of a black woman on its label, all designed by Nadine.
A 2021 Pitch Competition Finalist, Nadine talked to us about Peak and Valley's origins, her unique supply chain, and a special connection she created with another finalist.
Enthuse Foundation (EF): Tell us a little bit more about Peak and Valley and how you came up with the business.
Nadine Joseph (NJ): I started Peak and Valley in January 2019. Before that, I studied stress and its effects on our learning and memory ability. I was working 12-hour days and getting home late. I wasn't sleeping very well. I had a lot of fatigue and just ever-present anxiety. Even when my schedule went back to normal, all of the symptoms were still there - classic adrenal fatigue. I wanted to find something that could help me, but I didn't want to go down the pharmaceutical path. I had a holistic upbringing and wanted to see if there were options at the intersection between science and natural medicine. I learned about adaptogens, a category of herbs and mushrooms that help balance your body's reaction to stress. Once I saw a correlation, Peak and Valley was born.
EF: You were ahead of the adaptogen craze! How did the pandemic impact Peak and Valley?
NJ: A big part of Peak and Valley is to create the first fully integrated, directly sourced supply chain for an herbal supplement business. The pandemic slowed us down in that regard. We would like to add more suppliers to our ecosystem. I meet the farmers we're working with and vet the entire process. With travel restrictions, it made meeting those farmers challenging.
EF: I know that the supply chain is a massive part of the Peak and Valley story. You explain that in your business plan and pitch. Speaking of which, you've had quite a bit of success in grants/pitch competitions. What's your secret?
NJ: We are entirely bootstrapped. I did not start this company with a lot of money and still don't have access to a lot of capital. In 2021, I received $160K in grant money from competitions or other grants I've been applying to. You've got to have a hook at the beginning. Whatever makes your company unique, you need to include it right at the beginning because that's what investors are looking for. If your product isn't differentiated, that's something you might want to work on. I used to get very nervous pitching, making me stumble through my words. So, one thing that helped is remembering the judges want you to succeed. They're rooting for you. Once you make that transition in your mind, it makes the actual pitching process easier.
EF: Absolutely. You're so right. People want you to succeed. So, speaking of pitching, what did you learn from the Enthuse Foundation Pitch Competition?
NJ: I connected with a few of the competition participants afterward. I talked with Tiffany Leong, founder of Bo-yi. She also sources ingredients like mine. She gave me good tips about a trip to India and how I should manage the import-export process. Talking with other founders in the space and getting their advice was nice.
EF: I love that example. I'm so glad you could connect with Tiffany across the world in New York. What advice would you give other women entrepreneurs?
NJ: The biggest thing is you cannot pour from an empty cup. You absolutely need to make sure your personal wellness is on point. If you're going to start a business, it's going to be an emotional roller coaster. There are many challenges and things that are going to hit you every single day. Making sure to implement a wellness routine enabling you to weather through all of those challenges is crucial. If you aren't taking care of yourself, it's going to be harder for you to make a plan of action when challenges arise.
Yes, we enter Pitch Competitions with the intent to win. While only a few can walk away with cash and prizes, everyone can leave a winner. Nadine connected with fellow finalist Tiffany Leong of Bo-yi and received tangible advice that potentially saved her money and time. A victory isn't guaranteed by entering this year's Pitch Competition. However, you are guaranteed to be a better entrepreneur from experience. Apply now to the 4th Annual Enthuse Foundation Pitch Competition.
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