Our Team

Meet the People Behind Urban Moonshine

Jovial King

Founder & Creative Director

Jovial started Urban Moonshine in her kitchen in 2008 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.

Guido Masé

Chief Herbalist

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

Lexie Daly


Lexie has always felt a deep affinity to plants, natural medicine, and spending time in the forest, and her path has led her through many different explorations of her love for the natural world.


Lexie joined the original UM team in 2012, shortly after completing her studies in plant biology, ecology, and environmental science. A true generalist, she spent her early career at UM learning every aspect of the business, eventually becoming part of the leadership team as Chief Operating Officer. She honed her financial skills during her time away from UM in the non-profit sector, and is thrilled to return to leading UM through it's next chapter.


Lexie enjoys spending as much time as she can outside, enjoying country living, gardening, and walks in the woods withher two little ones and her husband. Lexie is passionate about sustainability, cooking nourishing & delicious food, and living an intentional, present, peaceful life.

Aisling Badger

Marketing Communications Manager

Aisling grew up in a family of herbalists and naturalists, so her love for the outdoors was ingrained from an early age. She pursued her passion by studying Ethnobotany and clinical herbalism, and has been working with plants for over a decade.


A lifelong enthusiast of healthy living, savoring the moment, and being outside as much as possible, Aisling was drawn to Urban Moonshine's mission of reconnecting people with plant medicine. She joined the UM team in 2012 and has remained a dedicated member through the brand's various chapters. With her unique blend of herbalist expertise and a creative mindset, she leads Urban Moonshine's marketing endeavors.


Aisling finds inspiration in the beauty of plants, good meals with loved ones, bodies of water, travel, and stories. You can often find her outdoors or traveling with her pup and fiancé.

Morgan Messersmith

Sales Director

Living and working from the mountains outside Boulder, Colorado for the last 22 years, Morgan has started and worked with several companies and nonprofits from their infancy to scale. Focusing on food, sustainability and hospitality along the way, Morgan is a dedicated foodie, passionate cook, and avid adventurer, and looks to combine her passions accordingly in every venture she undertakes.

Betsy Ross

Inside Sales Rep

Betsy, a returning employee to the company, collaborates diligently with our retail partners to ensure they receive top-notch care. Her enthusiasm and knowledge of Urban Moonshine keeps partners informed and organized, and she represents the brand with a friendly face!


Betsy operates from her remote workspace in the cozy Adirondacks, alongside her sidekick Bernie, a happy Black Lab. Her life's passion revolves around the simple goal of feeling great in mind, body, and soul through activities like yoga, enjoying the outdoors, music, and connecting with the ever-changing flow of life.

Amelia Kaufhold

Quality Control Specialist

Amelia comes from a background in small-scale sustainable agriculture, where she developed an affinity for herbal medicine. For over a decade she grew gardens and worked as an agricultural educator, helping others find the connections between plants, food and medicine. She stepped out of the field and into manufacturing at Badger Balm for the last few years while building her home on a small mountain in New Hampshire.


Amelia's reverence for plants, and diverse work experience supports Quality Assurance + Quality Control at Urban Moonshine.When not working, Amelia's love for plants is highlighted through her hobbies. She can most often be found outdoors, tending to her gardens, wandering in the woods, or following creeks in search of a new swimming hole.


If she isn't outside, Amelia is likely in the kitchen, or taken up with a plant based craft like basket weaving or natural dyeing.

Lindsay Kluge

Education Coordinator

Lindsay (MS, CNS, LDN) is a clinical herbalist and licensed nutritionist with a deeply rooted love of plant medicine, organic gardening and planet stewardship. She received her masters of science degree in Herbal Medicine in 2012 from the Maryland University of Integrative Health (MUIH) and has since enjoyed a variety of perspectives of herbal medicine and holistic nutrition including full time clinical practice, product development, apothecary creation, and currently serves as adjunct faculty in the MS Nutrition program at MUIH.


Lindsay has been a devoted fan of Urban Moonshine from the first days of their existence and has kept bitters close in her apothecary ever since. With her expertise in clinical herbalism and nutrition and her love of teaching. Lindsay will be leading the education endeavors of UM through their future chapters.


Lindsay joins us from her cottage in the blue ridge mountains of Virginia where she tends a massively large organic garden and delights in the everyday magic of Appalachian beauty.