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Jessica Khourie looked in her pantry and realized her "wellness" routine consisted entirely of lab-made pills and powders. Watching her pregnant sister force down a chalky protein bar was the final straw. Leveraging her background as a Procter & Gamble executive, Jessica launched Jova—a brand of dietitian-backed, real-food smoothie kits designed to deliver foundational nutrition without the artificial aftertaste.
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In this special episode of Recipe to Revenue, host Leah Messina talks with Jessica about transitioning from corporate food innovation to startup founder. She unpacks her strategy for owning customer data, why she deliberately targets the first trimester of pregnancy to build an industry-leading 4.5-month subscription retention rate, and the brutal truth about securing massive retail purchase orders before you're ready.

Listen to learn:

🥤 Why the "food first, supplement second" philosophy is disrupting the pill-heavy wellness industry.
📈 How targeting the specific pain point of first-trimester morning sickness allowed Jova to 4x their subscription business and extend retention.
💻 The strategic reason Jessica initially paused Amazon sales to reclaim her e-commerce data and build a powerful direct-to-consumer lifecycle engine.
🛑 Why landing a massive retail PO (like Target or Walmart) on day one can actually destroy an early-stage CPG brand if they lack the capital to drive shelf velocity.
🗣️ The P&G framework for conducting unbiased consumer research and why brands should lean into polarizing flavor feedback instead of trying to please everyone.

Whether you are building a subscription-based DTC brand or navigating the leap from corporate to startup life, Jessica breaks down the exact plays needed to build a purposeful and predictable revenue engine.

Learn more about Jova:
🌐 Website: https://livejova.com/

🚀 Learn More About Our Sponsors:
Sinuate Media: https://sinuatemedia.com/

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