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Key Takeaways

Leopold wanted to build a regenerative cookie brand with a taste that appeals to consumers.

She raised about $700,000 to get Joy Supply off the ground earlier this year.

The business drew rapid inbound interest and is expanding its retail presence.

This as-told-to story is based on a conversation with Lindsay Leopold, founder of Brooklyn, New York-based crispy oat cookie brand Joy Supply, which uses regeneratively farmed U.S. ingredients. Joy Supply launched in May 2026 and did about $20,000 in pre-launch sales in month one. Currently, the brand is available at Nordstrom’s holiday market, Westside Market, Big Night and additional select grocery stores in the New York City area. The piece has been edited for length and clarity.

Image Credit: Joy Supply. Lindsay Leopold.

I’ve built a career in food over the past 12-plus years. I worked in restaurant kitchens in New York and in food media test kitchens.…