Three MBA students turned their homemade almond milk hobby into JOI, a plant-based milk company that's now making waves in the food industry. Since launching as Not A Milk Company in 2018, JOI (Just One Ingredient) has evolved to offer clean, single-ingredient alternatives to traditional dairy products. Their story shows how identifying a market need led to creating an innovative new product category.

How JOI Was Born: From Grad School Almond Milk Experiments to a Plant-Based Milk Brand

The idea for JOI began in grad school, where Dave Korstad, Izzy Shu, and several other graduate business and design students found common ground making almond milk by hand. Tony Jimenez meticulously prepared his batches to maintain his vegan lifestyle, Izzy Shu collected stacks of empty milk cartons that fueled her mission to reduce packaging waste, and Dave Korstad experimented with recipes to find a dairy-free alternative that wouldn't trigger his sensitivity. Soon, they identified a market opportunity in the dairy alternatives space, noting that existing options were:

"dominated by two brands... [giving] you a lot of water, gums, additives and emulsifiers," as Jimenez later told the Miami Herald.

Along with Hector Gutierrez, a fellow Miami native whose experience ranged from Burger King to Jugo Fresh, they formed a team. The group spent the first few years developing their product and process, slowly building JOI.

Tony Jimenez’s Health Journey: How a Personal Diagnosis Led to the Creation of JOI

A routine medical check transformed Tony Jimenez's path when doctors diagnosed him with pre-diabetes, high cholesterol, and hypertension in his mid-30s. His family history painted a grim picture—every direct relative battled cardiovascular disease.

"I was always told that this disease is a reality of my heritage and that it would eventually be something I need to deal with — but I refused to settle for that," Jimenez recalls.

His determination led him to overhaul his entire diet. Moving away from animal products became his mission, starting with homemade plant-based milk experiments in his kitchen. Each new recipe brought him closer to better health and what would eventually become JOI's foundation.

Identifying the Market Gap: The Need for Clean, Additive-Free Plant-Based Milk

During a 2015 supermarket visit, Tony Jimenez noticed a concerning pattern in plant-based milk products.

‍Jimenez stated, "The milk was full of gums, emulsifiers, and water. There were almost none of the featured ingredients in them".

The market data also shows that store-bought almond milk brands contained as little as 2% almonds, the rest being water, flavorings, and emulsifiers. Most manufacturers used additives like xanthan gum, locust bean gum, and carrageenan to prevent separation and improve consistency.

Plant-based milk sales rose steadily, capturing 13% of the dairy case market share by 2018. However, consumers faced limited options for clean, additive-free alternatives. 

The standard products relied heavily on the following:

• Artificial thickeners and stabilizers
• Added sugars for flavor enhancement
• Synthetic vitamins for fortification
• High water content with minimal plant ingredients

Building the JOI Brand: From Keurig-Style Machine to Versatile Plant Milk Concentrate

JOI stands for "Just One Ingredient," reflecting the founders' commitment to pure, clean, plant-based products. The initial vision was to create a Keurig-style machine for instant plant milk.

"We paid engineers in India to develop a small kitchen countertop friendly “Keurig” type machine, so that everyone at home could make plant-based milks in seconds by simply inserting a pod and pressing a button. We hoped that the result would have been homemade almond milk in seconds, without all of the related inconvenience of making it at home in the traditional process… We hopped on a Zoom call and soon saw a tour of a very large refrigerator-like machine, that stood 4 feet tall, was made out of steel, and probably weighed 750lbs!" recalls CFO and co-founder Tony Jimenez.

The team spent three years refining their approach before realizing a dedicated machine would limit their reach. The solution already existed in most kitchens: the standard blender.

"We trust our consumers can introduce water in their own kitchens as they see fit," says CEO and co-founder Hector Gutierrez.

The pivot led to their concentrated paste format, packaged in 15-ounce tubs. Each tub produces three half-gallons of milk, reducing packaging by 85% compared to store-bought alternatives while eliminating the need to ship water nationwide.

Product Evolution: How JOI Innovated Plant-Based Milk with Single-Ingredient Concentrates

JOI's journey from concept to kitchen staple involved continuous innovation. The team mastered their almond milk base using a temperature-controlled grinding technique, preserving nutrient content and setting them apart from typical nut butter makers.

"We originally started JOI to make it easier for everyone to make plant milks, but what happened once we started selling our product to customers was a complete surprise! We quickly learned that although we had created a product to produce milks, we had also created something that, although it was just one ingredient, had endless possibilities," says co-founder Tony Jimenez.

Their concentrated paste quickly became a versatile ingredient for chefs and home cooks. JOI introduced cashew, oat, and hazelnut options, expanding beyond almonds while maintaining its single-ingredient focus. The simplicity aligns with its sustainability mission: to save you money and saving the planet from wasteful milk cartons.

JOI has reimagined plant milk by creating concentrates made of 100% plants. The concentrated form offers kitchen flexibility, from creamy risottos to dairy-free condensed milk. While initially using plastic packaging for cost reasons, JOI has prioritized more eco-friendly options.

Co-founder Hector Gutierrez emphasizes their commitment:

"We are a sustainability-first company. There's no waste in the manufacture, since consumers get to use the entire nut, seed, or grain. We minimize waste in the supply chain, because we have manufacturing locations on both coasts and we're not shipping around water."

Scaling Sustainably: How JOI Grew Rapidly While Staying True to Its Core Values

JOI's growth rate soared from $450,000 in sales in 2019 to $3 million in 2020. The pandemic sparked increased demand as consumers sought healthy alternatives with home delivery options.

"Everyone was looking for healthy alternatives and couldn't go to the grocery store. Since our product is shipped direct to the consumer and is shelf-stable, we were able to benefit while helping our customers through this craziness," says Gutierrez.

The company expanded its reach to over 300 food service providers across 40 states. From Miami's Threefold Cafe and Under the Mango Tree to New York City's startup scene—where JOI was featured in Clear.co's NYC Cocktail Hour giftbags—the brand continued to gain recognition as an innovator in the plant-based space. Maintaining their sustainability focus, they introduced 100% compostable packaging for their oat milk powder.

Impact and Future: JOI’s Commitment to Sustainability and Innovation in Plant-Based Milk

JOI launched fully compostable packaging for their oat milk powder in fall 2021, marking a new chapter in sustainable food packaging. The company's concentrated formula significantly reduces environmental impact—one truckload of JOI concentrate equals nine truckloads of traditional boxed milk.

Beyond nuts, the team continues developing innovative plant-based options while maintaining their single-ingredient standards.

"We're creating products that serve personal health and environmental sustainability," says co-founder Hector Gutierrez.

Ready to discover your perfect plant-based milk match? Take JOI's quick quiz to find your ideal blend and join the sustainable food revolution.