Alright – so today we’ve got the honor of introducing you to Nora Fierman. We think you’ll enjoy our conversation, we’ve shared it below.

Hi Nora, thanks for joining us today. Alright, so you had your idea and then what happened? Can you walk us through the story of how you went from just an idea to executing on the idea

It took me six years to launch Neve (ne-vay). I had the idea, but no idea where to start, so I began reaching out to manufacturers. Almost immediately, they told me I needed a recipe. That led me to hire a food scientist, but the first one didn’t deliver, so I had to start over.

Meanwhile, I was searching for a manufacturing partner. The food scientist I had hired was supposed to connect me with suitable manufacturers, but the options they provided all had unrealistically high minimum order quantities (MOQs) for a startup.

I found and hired a new food lab and started iterating on the product again. This lab was also supposed to help me identify manufacturers but once again, the options they gave me were only feasible for large-scale production. After four total years of researching, calling, asking questions, and repeating the process, I finally found a manufacturing partner that could bring my vision to life.

The process was long, frustrating, and full of setbacks, but every step taught me how to navigate the world of product development and manufacturing. Without that persistence, Neve wouldn’t exist today.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

Hi, I’m Nora, the founder of Neve (ne-vay), a plant-based sports nutrition brand built for endurance athletes. I am an endurance athlete, and for years I struggled to find food that actually supported my performance. Energy bars felt heavy, gels lacked balance, and I had a hard time fueling myself on long days outside.

That is why I created Neve alongside a registered dietitian. We offer plant-based, resealable smoothie pouches that deliver the macros of an energy bar with the taste and nutrition of real fruits and vegetables. Our two flavors, Boysenberry Beet and Tart Cherry Cacao, are formulated to provide sustained energy and recovery support so athletes can perform and recover efficiently. Unlike traditional bars or gels, Neve is smooth, portable, resealable, and easy to eat while on long days outside, making it convenient for any adventure.

What sets Neve apart is that it is an entirely new nutrition category, delivering real fruits and vegetables to athletes in a portable, easy-to-eat format no matter where their adventure takes them. Neve is also backed my registered dietitians who work specifically with endurance athletes. I am proud to have created a product that feels intuitive, approachable, and genuinely helpful for athletes, while being a women-led brand in a space that has historically been male-dominated.

I want potential customers and followers to know that Neve is not just another sports nutrition product. It is real food designed to help you fuel for what you love, so you can focus less on your snack and more on your adventure. But the snack if pretty darn good!

Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?

A lesson I had to unlearn is that just because someone is experienced, it doesn’t mean their advice is right for you.

Everyone wants to give advice, but more experience doesn’t automatically make it the right perspective for your business or product. In my first year, I was advised to prioritize Amazon to help move inventory, so I didn’t invest in Meta ads at all. Amazon has only been a net loss, and I’ve been through two agencies already, neither of which delivered results. Looking back, I wish I had started advertising online immediately. No one knows your product like you do, you likely created it to solve a problem you personally experienced.

There are countless distractions and voices telling you what to do. The lesson I learned is to find your lane, focus, and commit. If you’re a D2C brand, be a D2C brand, and don’t let wholesale or other opportunities pull you away from building the foundation that actually matters.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

What helped me build my reputation within my market was teaming up with experts in the field. For me, that meant registered dietitians who work specifically with athletes. They validated my product, provided testimonials, and even referred it to their clients. These connections opened doors, like introductions to new wholesale partners, and added a stamp of credibility that strengthened my brand.

Contact Info:

• Website: https://eatneve.com
• Instagram: https://www.instagram.com/eat_neve/
• Facebook: https://www.facebook.com/profile.php?id=61565242208896
• Other: TikTok: https://www.tiktok.com/@eatneve