We’re excited to introduce you to the always interesting and insightful Ina Joves. We hope you’ll enjoy our conversation with Ina below.

Ina, looking forward to hearing all of your stories today. To kick things off, we’d love to hear about things you or your brand do that diverge from the industry standard

InaNuts products redefine healthy snacking by offering indulgent options that align with industry standards for clean eating and wellness. Candied pecans and nut butter, traditionally considered indulgent, are transformed into guilt-free, nutritious treats by removing added sugars and using minimal, natural ingredients. These qualities cater to increasing consumer demand for snacks that prioritize health without sacrificing taste.
The absence of added sugars in InaNuts products makes them a great choice for individuals managing metabolic health concerns, such as prediabetes, diabetes, or metabolic syndrome. This aligns with industry trends emphasizing low-glycemic and diabetes-friendly foods as critical components of healthy diets. Furthermore, InaNuts snacks meet keto and paleo diet requirements, providing versatile options for individuals pursuing low-carb or clean-eating lifestyles. These products also address common dietary restrictions, being gluten-free and dairy-free, ensuring accessibility for a wide consumer base.
Snacking has become an integral part of modern diets, often bridging nutritional gaps between meals. Health experts recommend incorporating nutrient-dense snacks, like InaNuts Candied Pecans and Nut Butter, which provide energy-boosting healthy fats, protein, and dietary fiber. Pecans are a recognized superfood, rich in antioxidants and heart-healthy monounsaturated fats, which support cardiovascular health. Additionally, the nut butter’s creamy, easy-to-spread texture enhances usability, whether paired with fruits, drizzled over oatmeal, or enjoyed directly.
InaNuts’ mission stems from a deeply personal story, born out of a family recipe and a desire to innovate after facing economic adversity. The business exemplifies resilience and creativity, offering customers snacks that are as thoughtful as they are delicious. By upholding the principles of clean eating and sustainability, InaNuts not only satisfies snack cravings but also inspires healthier lifestyle choices, making indulgence compatible with well-being.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

Hi, I’m Ina—the baker, founder, and heart behind InaNuts.
My journey into this delicious world started with a deep love for pecans and a desire to put a healthier spin on the classic candied pecan. As a passionate home baker, I spent countless hours in the kitchen, experimenting with ways to replace traditional ingredients with cleaner, more wholesome alternatives. After numerous trials (and some spectacular failures), I finally created a recipe that brought together irresistible flavor and guilt-free goodness.
In 2019, InaNuts was born in Sugar Land, Texas. What started as a passion project—crafting small batches of treats for friends and family—quickly grew into something much bigger. By 2021, I turned this personal endeavor into a thriving business, fueled by a simple mission: to share my healthy, delicious “super-nut” creations with a broader community.
The name “InaNuts” is a special reflection of my journey. It’s inspired by my full name, Andreina, though everyone calls me Ina. The name is a nod to my hands-on approach and personal touch in everything I create. Each batch of pecans is made with love, care, and an unwavering commitment to quality.
What makes InaNuts unique is our focus on providing a guilt-free indulgence. Our candied pecans are not just a snack; they’re a wholesome treat crafted for health-conscious foodies. Low-carb, gluten-free, dairy-free, and made with zero added sugar, they are packed with flavor while staying true to clean, nutritious living.
But it’s more than just the ingredients that set us apart—it’s the versatility and joy our pecans bring. Whether you’re enjoying them straight out of the bag, sprinkling them on your favorite dishes, or gifting them to someone special, InaNuts elevates every moment with its signature crunch and sweetness.
What I’m most proud of is the growing community of loyal customers who have embraced InaNuts not just as a snack, but as a lifestyle choice. Their excitement and feedback inspire me to keep innovating and crafting treats that don’t compromise on taste or health.
To anyone new to InaNuts, I want you to know this: our brand isn’t just about pecans—it’s about bringing happiness and health to your table, one bite at a time. Thank you for letting me share my passion with you, and I can’t wait for you to experience the magic of InaNuts for yourself!

How’d you think through whether to sell directly on your own site or through a platform like Amazon, Etsy, Cratejoy, etc.

For our e-commerce operations, we use platforms like Amazon, Walmart Online, and Target Online to connect with customers and expand our reach.
Why these platforms?
Each platform offers unique benefits, and together they allow us to diversify our clientele and tap into the powerful reach of well-established online marketplaces. Amazon brings unmatched customer loyalty and extensive market reach, while Walmart Online and Target Online enable us to connect with a broader audience, each with their own shopping preferences and habits. This multi-platform approach helps us ensure that our products are accessible to as many people as possible.
The Pros:
• Customer Loyalty: All three platforms are trusted by millions of loyal shoppers.
• Market Reach: By selling on Amazon, Walmart Online, and Target Online, we expand our visibility and connect with diverse customer bases.
• Ease of Transactions: These portals simplify the e-commerce process, from payment to delivery logistics.
• Customer Service: Each platform is known for prioritizing customer satisfaction with easy returns and helpful service.
• Convenience for Customers: Options like free delivery for Amazon Prime members and Walmart+ subscribers enhance the shopping experience.
The Cons:
While these platforms provide incredible opportunities, there are challenges for small, family-run businesses like ours:
• High Fees: Service fees, marketing fees, and other costs can be substantial, impacting profit margins.
• Increased Competition: Each platform has a competitive marketplace with brands of all sizes vying for attention.
Despite these challenges, we find that leveraging multiple platforms allows us to balance the costs while reaching more customers. By being present on Amazon, Walmart Online, and Target Online, we’re able to diversify our audience and make InaNuts more accessible to nut lovers everywhere. This multi-platform approach plays a crucial role in our growth strategy, helping us share our guilt-free indulgences with an ever-growing community of customers.

We’d love to hear a story of resilience from your journey.

Starting a business is a venture with countless paths to success. Some begin with substantial capital, equipped to acquire everything necessary for production and operations. Others take a more challenging route, beginning with minimal resources, relying on creativity to reduce costs and spark innovation. InaNuts, started the second way—a journey defined by resourcefulness, resilience, and sheer perseverance.
With only a small amount of capital generously contributed by close family members who believed in my vision, I embarked on this entrepreneurial adventure. I didn’t have the luxury of outsourcing tasks or hiring teams to help me get started. Instead, I embraced the challenge of doing everything myself, driven by determination and a clear vision of what I wanted to create.
My background in interior design was an unexpected yet invaluable asset. Creativity, a skill that comes naturally to me, became my greatest ally. Despite this, I lacked the tools and experience necessary for building a brand from scratch. With a lot of perseverance and the most basic software, I began crafting InaNuts’ identity from the ground up.
From designing the logo, labels, and packaging to creating marketing materials, taking product photos, building a website, and managing social media (my biggest challenge, admittedly!), I was involved in every step. Beyond the brand image, I also perfected the product itself, meticulously refining every detail of its production in our kitchens. Each task was an opportunity to learn, grow, and pour my heart into something I believed in.
Sales and marketing are the only aspects I don’t handle—those are in the capable hands of my amazing husband. Four years later, everything else that defines InaNuts is still a result of my two hands, my unwavering dedication, and the love I invest in every aspect of my daily work.
Resilience and perseverance are more than just qualities; they are the foundation of InaNuts. From the early days of crafting the business to its ongoing growth, these principles have been our guiding lights. Achieving success through hard work and overcoming obstacles has brought unparalleled joy and a sense of accomplishment at every stage of this journey.
Today, InaNuts stands as a testament to what can be achieved with passion, creativity, and determination. It’s more than a business; it’s a story of belief—in an idea, in a process, and in ourselves. And that belief, paired with relentless effort, has made all the difference.

Contact Info:

• Website: https://www.inanuts.com
• Instagram: @myinanuts

Image Credits

Ina Joves
Mariana Joves