Joey Shepp’s entrepreneurial career reflects a fusion of vision and execution. With the discipline of an MBA-trained entrepreneur, the creativity of a designer, and the foresight of a futurist, he has founded, grown, and successfully exited multiple ventures. His work demonstrates that business can be both viable and visionary—achieving real-world success while advancing ecological values and technological innovation. Across his ventures, Joey has consistently brought together sustainability and emerging technologies, creating companies and platforms that anticipate the future while delivering measurable results.
All The New
Founder (2014–Present)
All The New is Joey’s current consulting and research platform, helping organizations integrate emerging technologies into their businesses. His areas of specialization include artificial intelligence, blockchain (with a focus on Ethereum), and web3 technologies. Through All The New, Joey advises on business plans, startup consulting, and technology adoption strategies. The platform also serves as a hub for research, futurist insights, media sharing, and selective investing, positioning Joey as both a trusted advisor and a thought leader on how innovation can serve people and the planet.
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DailyNutra
Founder (2014–2024)
Joey founded DailyNutra, a herbal supplements company that combined traditional wisdom with modern science. Over 10 years, DailyNutra developed more than 20 unique products, became a top seller on Amazon in multiple categories, and generated over $10 million in revenue. With offices in Fairfax, Joey oversaw product formulation, packaging design, marketing, logistics, finance, and operations. In 2024, he successfully exited the company, selling it to a natural foods brand aggregator.
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Earthsite
Founder (2001–2016)
Founded in 2001, Earthsite was a pioneering digital agency focused on natural food brands, sustainability organizations, and nonprofits. Over 15 years, Earthsite grew to employ 10 people and serve more than 100 clients, including Wallaby Yogurt, Numi Tea, Rumiano Cheese, WholeSoy, Redwood Hill Farm, Artisana Foods, Annie’s, and Fetzer Vineyards. Earthsite became a trusted digital partner, delivering professional web design, hosting, and strategy for mission-driven organizations well before “green business” was mainstream.
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Green Festival
New Media Director (2005–2010)
For five years, Joey served as New Media Director for the Green Festival, one of the largest sustainability events in the United States with more than 50,000 attendees per show. He managed web infrastructure, online ticketing, and digital content catalogs, while also overseeing media teams that recorded speakers across five stages at 25 shows nationwide. His work brought the Festival’s thought leadership to a global audience through online video and content distribution.
Dominican University
Green MBA Program Director (2010–2011)
Joey directed the innovative Green MBA program at Dominican University, helping to shape its curriculum and successfully integrate it into the broader MBA offerings. He recruited and admitted new students, managed faculty and operations, and increased enrollment to capacity. As Program Director, Joey positioned the MBA as a nationally recognized program blending business education with ecological and social values.
Green Maven
Founder (2006–2010)
Joey launched Green Maven, a lifestyle search engine curating the best of the green web. Recognized by TIME Magazine as one of the top green websites, Green Maven became a go-to directory for conscious consumers. Its success demonstrated Joey’s ability to identify early market needs and create digital platforms that bridged sustainability and mainstream adoption.
Shepp Family Farms
Compliance Director (2015–2021)
Joey supported his family in transitioning an existing Humboldt County cannabis farm into a fully licensed operation, serving as business manager and lead for land development, licensing, and compliance. Working closely with the Humboldt Planning Department, the California Department of Cannabis Control, and Fish & Wildlife, he guided the farm through one of the most demanding regulatory landscapes in agriculture. His work included implementing seed-to-sale tracking systems, coordinating construction of ponds, solar-powered water systems, and erosion-controlled roads, and ensuring compliance with strict environmental standards. Located on the Mattole River in a protected ecosystem home to endangered species such as the spotted owl, the farm required a deep understanding of ecosystem stewardship and watershed protection, balancing commercial viability with ecological responsibility.
Humboldt’s Finest
Brand Manager (2016–2018)
Joey helped shape the vision and growth of Humboldt’s Finest, a premium cannabis brand rooted in the region’s heritage of small-batch, sustainable cultivation. He led efforts in brand development, sustainable packaging, website design, and event marketing, while also curating memorable brand experiences — including managing cannabis sampling at Snoop Dogg’s birthday party. To elevate the brand story, Joey produced and directed a series of video commercials highlighting Humboldt farmers and their natural, environmentally conscious practices, working with film crews, editors, and distribution partners. He also consulted on the development of a processing and packaging facility, guiding SOP creation, equipment sourcing, and team training, ensuring that Humboldt’s Finest embodied both its artisanal legacy and modern compliance standards.