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.

amyAmy 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.