Thrive Hive takes top spot in annual C4 Competition
The annual C4 Business Development Series is supported by the Floyd County Board of Supervisors, Floyd Economic Development Authority, and the Greater Roanoke/New River Valley Small Business Development Center.
Five new local businesses received funding following the Floyd County Community and Economic Development’s 11th annual Floyd C4 (Creators, Curriculum, Coaches, Challenge) Business Pitch Competition earlier this month.
The 2025 C4 series kicked off with seven weekly sessions in late-September and concluded with Pitch Day on Monday, Nov. 3. This year’s panel of judges included Chelsey Hodge of Southeast Rural Community Assistance Project (SERCAP), Rachel Johnson of Onward New River Valley, and Leo Priddy of the New River Valley Regional Commission.
Tabitha Hodge, assistant director of Community and Economic Development, said this year’s C4 class of 28 individuals highlighted a “shared commitment to building a stronger local economy, creating meaningful opportunities, and enhancing the overall quality of life here in Floyd County.” She added that the winners exemplify “the creativity, resourcefulness, and community-driven spirit of Floyd County’s small business ecosystem. “
“From promoting wellness and healthy living, to expanding access to healthcare, to offering dependable local services, to nurturing the heritage of creative arts and music that define our county, each winner identified a unique need and delivered an innovative solution,” Hodge said.
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Karina Miller and Mitchell Pittman placed first this year and were presented with an award of $5,000 for their business, Thrive Hive — Smoothie and Juice Cafe.
“Thrive Hive is a juice, smoothie, bowl, and bites cafe dedicated to fueling wellness through nutritious, vibrant, and locally sourced food,” Floyd County Economic Development officials said in the announcement of this year’s C4 winners. “Situated in the Blue Ridge Mountains and directly connected to a thriving gym community, Thrive Hive will serve as both a wellness cafe and community gathering hub centered on nourishment, recovery, and healthy living.”
Pamela Logan, CEO of WIN Care, placed second in the competition and received $3,500 to benefit the new healthcare facility, which is located at 706 E. Main St., across from DJ’s and CVS. In addition to routine family medicine, WIN Care also offers urgent care and in-home wellness visits.
Logan said this week that she "learned a great deal about marketing and how social media is evolving to benefit businesses looking to target specific markets in various areas."
"I felt truly supported by the Economic Development Authority and Small Business Development team every step of the way, and hope to continue this partnership as I grow my business in alignment with the needs of the community," Logan said. She added that she plans to use the award money to upgrade WIN Care's electrocardiogram machine.