Jovial King: Founder, CEO, Creative Director
:::::: Mother, Herbalist, Entrepreneur, Adventure Seeker, Dreamer ::::::::
Jovial started Urban Moonshine in her kitchen six years ago and it has grown from a booth at the local farmers market to a national brand. Raised deep in the countryside of Northern Vermont, Jovial grew up on an off-the-grid homestead where she spent endless hours wandering in the woods, swimming in the creek, climbing trees, and digging around in the garden. It was a childhood deeply immersed in plants and exploration of the wild, uncultivated power of nature. She found she had a great love of plants and herbal medicine. Her goal is to bring herbal medicine out of the cupboard and onto the counter, into everyday life.
Inspiration: big ideas, the stack of books by my bed, the Sunday New York Times, people that live the life they love, and the thought that I can do anything I want if I set my mind to it.
Favorite Things: space to think and dream, my garden, morning snuggles from my boys, travel.
Nourishment: good conversation, my girlfriends, herbal baths, peaceful runs outside, hot soup in the winter, and cold creek swims
in the summer.
Astrology sign: Virgo.
Hometown: Bakersfield, VT.
Guido Masé: Chief Herbalist
:::::: Clinical Herbalist, Runner, Father, Author ::::::::
Guido is a clinical herbalist, herbal educator, and garden steward specializing in holistic Western herbalism, though his approach is eclectic and draws upon many influences. Guido works clinically and teaches at the Vermont Center for Integrative Herbalism and is a professional member of the American Herbalists Guild. He is the author of The Wild Medicine Solution: Healing with Aromatic, Bitter and Tonic Plants.
Inspiration: Late-night work, mythology and folktales, research on medicinal plants and the study of consciousness. Who are we? Where are our edges?
Favorite Things: Old books. Boxes. Artifacts from nature, like sticks, stones and bones; or from humans, like talismans, small art and bottles.
Nourishment: Spending time in the forest, either running alone on trails or wandering aimlessly with a friend, my wife or my daughter, but also sharing a bottle of wine at a small table and watching the city streets.
Astrology sign: Aquarius.
Hometown: Ferrara, Italy.
Lexie Donovan: Financial and Administrative Manager
:::::: Herbal Enthusiast, Botanist, Excel Nerd, Forest Lover, Artist ::::::::
Lexie has a BS in Plant Biology and Environmental Sciences; she is a plant-lover at heart, and was drawn to Urban Moonshine’s mission of reconnecting people to plant-medicine. Since she started at the company in 2012, Lexie has grown quickly from administrative assistant to a managerial position. With proficiencies in data and systems analysis, financial planning, project management, and company oversight, Lexie has learned the many intricacies of Urban Moonshine from bottom up. A love for ecology, holistic health, and sustainability, combined with intelligence and drive, make her a valuable asset to Urban Moonshine’s leadership team..
Inspiration: Outdoor adventures, learning, beautiful landscapes, sustainable design, challenge, love, DIY projects, dreaming big.
Favorite Things: Deep woods, yoga, dogs, the ocean, reading a good book in a sunny spot, autumn.
Nourishment: Cooking delicious & healthy food, swimming, forest bathing, getting lost in The Sun magazine every month, yoga, running, lots and lots of tea, spending time with loved ones & my pup, painting.
Astrology sign: Taurus.
Hometown: Newark, DE.
Megan Foster: Sales Director.
:::::: Mother, Gardener, Skiier, Environmentalist, Sister ::::::::
Megan jumped into selling Urban Moonshine in early 2010. She honed her strong communication skills in the start-up phase as sales grew quickly year over year, and she developed a cohesive sales team around the emerging and expanding brand. Megan brings commitment and enthusiasm for Urban Moonshine’s mission and solid analytic and linguistic aptitude to the position. Her joys in the position are connecting with buyers, looking for trends and insights to sustainable long term growth, and developing sales strategy with the team.
Inspiration: Our mission to broaden access to herbal medicine.
Favorite Things: Books and films, putting food by with friends, Lake Champlain, the seasons.
Nourishment: Spending time with my family in the woods, by the lake, on the river.
Astrology sign: Scorpio.
Hometown: Brandon, VT.
Amy Trynoski: National Accounts Manager & Broker Management.
:::::: Traveler, Yogi, Herbalist ::::::::
Amy Trynoski leads the sales team at Urban Moonshine, specializing in managing our national accounts and chains, acting as our herbal ambassador on the ground and most recently working with our brokers. Amy brings an excellent set of skills to the company, including in-depth knowledge of botanical medicine coupled with business management experience and a knack for personal connection. After completing a program and apprenticeship with the renowned 7Song at the Northeast School of Botanical Medicine, Amy studied herbal medicine under other teachers. She honed her strengths in business organization and management while owning her own restaurant for 5 years, thereafter. Amy is an outdoor enthusiast, health advocate, and a certified yoga teacher. As a traveling sales rep and educator, she enjoys spreading herbal knowledge to Urban Moonshine’s nation-wide network of enthusiasts.
Inspiration: Traveling to new places.
Favorite Things: Being outside, yoga, funny people, snowboarding, soccer.
Nourishment: Yoga, fresh air, laughing.
Astrology sign: Aries.
Hometown: Shickshinny, PA, now Burlington, VT.
Vicki Kuskowski: Marketing & Design Manager.
:::::: Mother, Graphic Designer, Nature Lover, Bookworm ::::::::
Vicki majored in English and French but somehow found her way into graphic design and marketing. Her love of books led her to the publishing industry where she worked as a book designer for many years before becoming the art director for Juniper Ridge. Thus began her interest in the natural products industry and her love of organic and sustainable goods. After 7 years in California she moved to Vermont to work as the senior graphic designer for Zutano. When a marketing manager position opened for Urban Moonshine in 2015, she jumped at the opportunity. She is so happy to have joined the world of herbalism and plant medicine and loves working for such a meaningful, community-minded brand.
Inspiration: Nature, my family, knowledge, color, patterns, amazing writers, the stars.
Favorite Things: Walking in the woods, laughing with my kids, going to the library, visiting new places, date night.
Nourishment: Reading, crafting, hiking, hot showers.
Astrology sign: Scorpio.
Hometown: Huntington, NY.
Lauren Pomerson: Production Manager, Inventory & Warehouse Controls
:::::: Adrenaline Junkie, Tree Climber, Doggy Lover, Outdoor Enthusiast, Explorer ::::::::
Lauren joined the team in 2013 as a part-time bottler and has worn many different hats at Urban Moonshine since then to get where she is now. Lauren manages the production schedule, incoming shipments, and inventory. She loves having a job that challenges her and requires lots of problem solving. She’s a plant lover who went to school at UVM for Environmental Studies and was drawn to Urban Moonshine in order to learn and expand her herbal knowledge.
Inspiration: Night skies, wilderness, big mountains, co-workers, yummy food, travel.
Favorite Things: Really old trees, runners high, spicy food, climbing on rocks, mountain biking.
Nourishment: Mountain air, family, sunshine, cooking, hot drinks.
Astrology sign: Capricorn.
Hometown: Roanoke, VA.
Elysia Nelson: Bookkeeper
:::::: Learner, Music Lover, Yogi, Feminist, Flower Child ::::::::
Elysia has a BA in Sociology and Environmental Studies and MA in Public Administration. A lover of all things natural, she was drawn to Urban Moonshine’s mission to bring herbal medicine into the mainstream and to inspire people to create their own herbal healthcare regimens. Elysia maintains Urban Moonshine’s financial records with a keen understanding of the company’s day to day activities. She loves a job that puts her organization, close attention to detail, and critical thinking skills to the test. Her enthusiasm for herbalism, sustainability, and the natural world keep her focused and driven.
Inspiration: Activism, meditation, animals, love, travel, the wilderness, the stars
Favorite Things: Yoga, reading, cooking healthy food, astrology, seeing live music, cuddling, being in the woods, exploring
Nourishment: Herbal tea, vegan food, spice, deep stretching, sunshine, laughing with loved ones
Astrological Sign: Virgo
Hometown: Erie, PA
Iona Woolmington: Design & Marketing Assistant
:::::: Cartoonist, Bookworm, Science Nerd ::::::::
Iona has a B.A. in Geology and an M.F.A. in cartooning & design. She joined the team at Urban Moonshine after years of enjoying their bitters, and was drawn to their mission to make herbal medicine easy and enjoyable. Iona is one half of Urban Moonshine’s design team. She loves the challenge of using image and text to communicate complex ideas. Her enthusiasm for accessible basic medicine, plants, and the natural world keep her excited & engaged every day.
Inspiration: Activism, DIY spirit, Art, Music
Favorite Things: Plants, underground comics, reading
Nourishment: Playing music, drawing & writing in a coffee shop, tracking wildlife, studying the natural world, swimming
Astrological Sign: Scorpio
Hometown: North Bennington, VT
Cara Murasko: Customer Support & Administrative Assistant
:::::: Mama Bear, Summit Seeker, Runner ::::::::
Cara started at Urban Moonshine after realizing her passion for herbal medicine coinciding with her love for helping people. Running away from suburban New Jersey many years ago, she found peace and solitude in the Green Mountains and has not left since. She has worn many hats in her time at Urban Moonshine, from holding down shipping to dabbling in sales, but at the end of the day she’ll always support our customers to the best of her ability.
Inspiration: kindness and compassion, bad ass humans, nature
Favorite Things: deep belly laughs, a good hug, finding the perfect avocado, sunrises, napping in the sunshine, dogs
Nourishment: hot yoga, early morning runs before the world wakes up, loving and being loved, feeding the soul with nature and roasted veggies
Astrology sign: Virgo
Hometown: Wayne, NJ
Lindsay Helwig: Inside Sales Rep Manager
:::::: Yogi, Tiny House Dweller, Gardener ::::::::
The best part of Lindsay’s job is connecting with our amazing brick-and-mortar accounts across the country. She also serves as support and cheerleader for the Inside Sales Team here at Urban Moonshine. Lindsay graduated from UNC Asheville with a BS in Environmental Science. Plants were her gateway into a world of holistic medicine. Over the years, Lindsay has studied medicinal herbs, natural childbirth and yoga. She has worked in the natural products industry for Whole Foods Market and New Chapter and now loves being a part of the amazing and creative team at Urban Moonshine. Lindsay is also the owner of River House Yoga, a community yoga studio in Plainfield, VT.
Inspiration: Botanical gardens, art
Favorite things: Yoga, Hiking
Nourishment: Gardening, being home, a cup of tea
Hometown: Dover, MA, now Montpelier, VT
Aisling Badger: Herbalist and Social Media Coordinator
:::::: Clinical Herbalist, Botanist, Alchemist, Nature Lover, Adventurer ::::::::
Aisling grew up in a family of herbalists and naturalists so loving the outdoors was hardwired. She studied Ethnobotany on the West Coast in college, which only deepened her love of plants. She later moved back to Vermont where she completed the 3-year clinical herbal program at the Vermont Center for Integrative Herbalism, and she has been working as a herbalist ever since. A life-long lover of the outdoors and of healthy lifestyles, Aisling was drawn to Urban Moonshine’s mission of reconnecting people to plant medicine; she joined the team in 2013 and loves working with such a vibrant, inspiring group of people.
Favorite Things: The woods, plants of all kinds, fresh vegetables, Nordic design, coffee in bed, snuggling, travel
Inspiration: Love. Nature, plants, wide open water, wood fires. Photographs, Kinfolk magazine. My herbal community, planning and dreaming adventures.
Nourishment: Hiking, the outdoors, hot herbal baths. Yoga, cooking healthy meals with lots of green veggies. The people I love. Reading inspiring poetry or books by my favorite authors. Resting, laughing, crafting and keeping in touch with dear friends..
Astrology sign: Leo
Hometown: Freedom, NH
Kimberly Trenholm: Sales Support
:::::: Mother, Grateful Spirit, at peace in nature, Music Lover, Warrior ::::::::
Kim is forever a student of herbalism and loves sharing that passion in her work with Urban Moonshine. Being able to connect with customers and retailers through her position as sales support, she is able to interact with other herbal wisdom seekers and deepen her knowledge. In school she studied Biology and English, and worked as a makeup artist for many years.
Inspiration: My children, our connection with the world, music
Favorite things: Being outdoors and enjoying a hike, walk, meditation, snowboarding, yoga, art, seeing live music, delicious food, poetry and books, the stars, animals, my family and my friends
Nourishment: Genuine laughs, smiles, scents and subtle sounds, beauty in all forms
Astrology sign: Gemini
Hometown: Methuen, Massachusetts