We recently had the chance to connect with Nora Fierman and have shared our conversation below.
Good morning Nora, it’s such a great way to kick off the day – I think our readers will love hearing your stories, experiences and about how you think about life and work. Let’s jump right in? Who are you learning from right now?
My customers. Anyone who interacts with Neve (ne-vay), whether they walk by a booth, taste the product, or engage with a post on Instagram. I’m constantly trying to understand why. What did they think of the flavor and texture, why they chose to spend their hard-earned dollars on Neve, what they don’t like or wish were different. Your customers give you the information you need to build a better brand!
Can you briefly introduce yourself and share what makes you or your brand unique?
Hi, I’m Nora, the founder of Neve (ne-vay). I’m an endurance athlete who created Neve after years of struggling to fuel long days in the mountains with food that actually felt good to eat and supported performance.
Neve is a line of plant-based, resealable smoothie pouches designed by an athlete and developed with a registered dietitian. It’s real food built for real adventure! I wanted to move beyond boring energy bars and create nutrition that tastes great, delivers electrolytes and nutrients, and actually makes athletes feel good.
The pouch is also such a value ad for athletes. It’s resealable and easy to eat on the move. Neve is redefining what it means to fuel as an athlete.
Okay, so here’s a deep one: Who were you before the world told you who you had to be?
I think I’ve always been the same person, now I’m just less embarrassed to be myself.
As a teenager, so much works against you. Bullying, growing pains, and trying to figure out what you even like. You’re rarely given the freedom to lean into who you are. That space doesn’t really open up until college, and often not fully until after.
Now that I’m older, surrounded by friends who love me for who I am and pursuing my passion openly through Neve, I don’t really have a choice but to be myself. And honestly, that’s the only way this works.
Was there ever a time you almost gave up?
Yes, more than I can count. The most prominent period of questioning whether I should keep going was Q4 of 2025.
There are more reasons to quit than to keep going, and more forces working against you than helping you win. In the end, it’s a mental game of resilience. You have to decide that you want to stay in the fight.
I think our readers would appreciate hearing more about your values and what you think matters in life and career, etc. So our next question is along those lines. What are the biggest lies your industry tells itself?
You need more protein. 😉
Okay, so let’s keep going with one more question that means a lot to us: Could you give everything your best, even if no one ever praised you for it?
I think starting a business means giving something your best without expecting praise for it. Most of the hardest work happens behind the scenes, like moving manufacturers, managing inventory with expiration dates, or making difficult decisions that truly move the business forward.
You don’t get recognition for those moments. You get likes for social content, not for the stress, responsibility, and judgment calls that actually keep the business alive.
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
