After spending the spring and summer under a media microscope, Juicero finally has squeezed its last bag of produce.
Just as the rest of the U.S. was heading into Labor Day weekend, the much-hyped, much-invested in (more than $120 million), and much pilloried brand of wifi-enabled juicers revealed that it was giving up and seeking a buyer.
A letter posted on the company’s web site today explained that the company was shutting down due to the infrastructure challenges in “creating an effective manufacturing and distribution system for a nationwide consumer base.”
The letter, presumably penned by CEO Jeff Dunn, announced the immediate suspension of sales of the company’s much-maligned $400 juice presses and produce packs. The company said it would be offering refunds for the presses for the next 90 days.
Text of the letter is below:
To our loyal customers and partners,
Since our launch 16 months ago, we’ve been grateful for the support you’ve shown toward our mission of bringing more fresh produce into people’s lives. Juicero has grown so much thanks to your loyalty.
However, today, after selling over a million Produce Packs, we must let you know that we are suspending the sale of the Juicero Press and Produce Packs immediately.
In order to fulfill our mission, we announced last month that we would shift our resources to focus on lowering the price of the Press and Produce Packs. We began identifying ways that we could source, manufacture and distribute at a lower cost to consumers.
During this process, it became clear that creating an effective manufacturing and distribution system for a nationwide customer base requires infrastructure that we cannot achieve on our own as a standalone business. We are confident that to truly have the long-term impact we want to make, we need to focus on finding an acquirer with an existing national fresh food supply chain who can carry forward the Juicero mission.
For the next 90 days, we are offering refunds for your purchase of the Juicero Press. Please contact email@example.com by December 1, 2017 to request a refund for your purchase. If you have an active Pack subscription, you will receive your final delivery next week (week of September 4th).
As we enter this new chapter, we also want to express the deepest gratitude to our employees who have poured their hearts and souls into developing, launching and growing Juicero over the past 3 years. Words alone cannot express how humbled we are by their commitment, ingenuity and talents; they have showed true care for each other, our amazing customers and our shared mission. While this decision will affect them personally, we’re committed to ensuring a fair transition for all. We could not be more proud of our team and are excited to see the positive impact they will continue to have in the world. If your company is hiring and has interest in talking with any of our employees, please contact us at firstname.lastname@example.org.
In a short period of time, you’ve validated that there is national demand for easier access to fresh produce and hassle-free cold-press juicing — thank you again for coming on this journey with us.
The Juicero Team