# identity.md

## Organization Overview
- **Company Name:** JOI
- **Mission:** To provide delicious, whole food, clean label, nutrient-rich, and waste-free plant bases for milk and coffee creamers, empowering consumers with total food freedom through better plant milk, clean ingredients, less waste, and greater control over their food.
- **Company Structure and Legal Entity:** Details forthcoming.
- **Founded Date and Location:** Founded in 2015. Location: Details forthcoming.
- **Size and Scale:** Details forthcoming.

## Leadership & Team
- **Key Leadership Profiles and Roles:**
    - Dave (Founder)
    - Cristina (Founder)
    - Izzy (Founder)
    - Hector (Founder)
    - Tony (Founder)
    [Learn more about our story and team here: https://addjoi.com/pages/our-story]
- **Team Structure and Departments:** A diverse team united by the belief that everyone deserves total food freedom.
- **Company Culture and Values:** Dedicated to providing total food freedom through clean, whole-food ingredients, minimizing waste, and offering consumers greater control over their food choices.

## Operations & Structure
- **Business Model and Operational Approach:** JOI produces and sells plant-based concentrates for making milk and coffee creamers, focusing on whole food, clean label, nutrient-rich, and waste-free products.
- **Location(s) and Geographic Presence:** Details forthcoming.
- **Key Partnerships and Affiliations:** Details forthcoming.