Whether she’s skinning up snowy peaks or shredding down single track trails near her Vail, Colorado home, endurance athlete and Neve founder Nora Fierman lives for big days in the mountains.
“To be outside with friends for a full day…there’s fewer ways to get to know someone than spending a whole day outside with them doing the things you love,” she said.
Nora began to notice people packing apple sauce pouches in the backcountry as a source of fuel. “Clearly people want to have plant-based options out here, but at 70 calories a pouch, you just can’t slam five of those,” she laughed.
“I built Neve for the outdoor community,” she said of the portable blends of fruits and vegetables. Neve, (pronounced ne-vay) is not a gel, not a bar, but just smart nutrition in a pouch. “You don’t have to be a certain type of athlete either, this product is for everybody.”
Neve Founder Nora Fierman out on the trails!
Nora knows firsthand how daunting the endurance sport space can be and aims to make Neve an approachable brand. “These sports, the gear, and the nutrition can be so intimidating,” she said. “This product is not designed to be scary or intimidating, it’s designed to get the job done. The nutrition is sound, and it’s one less thing you have to worry about.”
When Nora’s determination outgrew her own kitchen, she sought the expertise of a food scientist and registered dietitian in Boulder, Colorado. “My ambition was big, and I knew I couldn’t create a scalable product in my own kitchen. I wanted to do it really well from the beginning.”
Neve is and always will be built on the foundation of delivering high quality, tasty ingredients that serve a purpose. Be it for energy, muscle repair, electrolyte replacement or tasty flavor, each component is carefully thought out and intentional.
Photo: Justin Holder
The two varieties launched in 2023 have distinct flavors, specific purposes and unique stories. “I wanted these ingredients to be interesting and not what you’d expect,” Nora said. “I didn’t want strawberry banana,” she laughed. “It’s been done and it’s tired. I wanted something interesting and exciting.”
Rich in antioxidants and packed with essential ingredients, Boysenberry Beet delivers quick energy for a pre-adventure snack or for fueling during a workout.
Tart Cherry Cacao offers both anti-inflammatory benefits and antioxidant powers, providing a great post-adventure snack to aid in muscle recovery.
Even though the 4.2-ounce pouches are easily portable, reusable, and stashable, Nora wondered if the pouch itself would have an unfavorable impression. When people see the pouch, she feared they might think: baby food.
Perfecting its texture, Neve is not baby food, it’s not apple sauce, and it’s not a gel. “It holds its form and is more like pudding,” Nora said. “People are surprised when they try it because it’s thicker than expected. This is real food.”
And as if food and safety standards weren’t challenging enough, finding a manufacturer with reasonable minimum SKUs for a startup like Neve derailed the brand more than once.
After years of hearing “no” more times than she’d like to admit, Nora found an excited and eager manufacturer to share the Neve story and get the product in the hands of outdoor adventurers. “It was the wildest moment,” Nora recalled. “After four years of searching, I finally found someone. That was the hardest part, and I don’t know how I got so lucky.”
When asked about the Neve crew, “I am the team,” Nora laughed. The product packaging and graphic art she adores was designed by her fiance. “He is an incredible support. I couldn’t do it without him.”
Still in its infancy, the response, in Nora’s words, has been insane. “It was so vulnerable and scary because I put so much into this, and it’s all me.” It’s one thing to see her own friends enjoying Neve, but seeing complete strangers place orders and leave positive reviews cultivates a whole new level of gratitude for Nora.
“People see why this product makes sense. They’ll say how it’s unfamiliar, but how it makes so much sense.”
The impact Neve has on fueling adventurers makes Nora speechless. “I love being outside. It’s shaped me as a person. To empower others to love being outside by supporting what they love, it’s hard to put into words because it’s so special. They’ll always have a piece of my heart,” she laughed.
“This is definitely the biggest, craziest adventure I’ve been on yet, and I’m gonna just keep going and hold on!”
Originally from Alaska, Maria currently resides in Montana with her husband, two young daughters and chocolate lab named Echo. When she’s not chasing her kids or that next running goal, you can find her weekend-warrioring in the mountains or thinking about her next cup of coffee.
