InnaJam comes to an end
This week, I took a trip down CPG memory lane, talking about what I had seen and learned. Reflecting on all the different startups I invested in is always a shot to the head.
I always had a place in my heart for the CPG (consumer products) business. It is insanely hard. Connecting with a repeat customer in DTC is costly, and selling in grocery stores that operate like 1980s businesses with competitors already paying for space is challenging.
Most CPG founders have a true passion for their product. You have to. Out of all the CPG businesses I invested in, Sweet Lorens wins the cake (no pun intended). She is also an insanely smart, savvy, positive businessperson who cares passionately about her product, because she filled a void in her life that turned out to fill a void in millions of people. Sweet Lorens has become the #1 natural cookie dough that is plant-based, non-GMO, gluten free, peanut free and vegan so no dairy.
This weekend, I received an email from InnaJam stating that, after 15 years, she is closing shop. Her heartfelt note is below. She should absolutely celebrate her incredible run.
These businesses are rarely financed and never become huge. InnJams are seasonal and the organic fruit is sourced within 150 miles of their kitchen. I have been watching this company for fifteen years. First it was the jams, and then other products, pantry, shrubs and subscription models over the years These are hard businesses yet loved by the people who build them. And if you can find some of them, like InnaJam, you are lucky to have enjoyed the love put into them all these years. My favorite is the pretty spicy Fresno chili jam, perfect on a cheese platter, and a grilled cheese sandwich.
Hello friends,
I have news and gratitude to share.
The last 15 years at INNA have been truly beautiful and extraordinary, and I am so grateful for your support, encouragement, and kindness over the years. INNA has been a meaningful and challenging effort, and I consider myself fortunate to have been able to pour all my passion and dedication into it.
This is my bittersweet news: this upcoming year will be INNA’s last. I wanted to tell you about this as soon as possible, so you could enjoy the fruit (preserves) of our labors while we are still around.
Believe me, this has not been an easy decision to make. There’s no problem with INNA that is causing this upcoming closure – INNA is good! Thanks to you! It’s simply time for a personal change – being a jam maker and running a jam company has been fulfilling work, but also hard work. It’s time for me to change gears and make space in my life for other things. What started as a neighborhood foraged fruit preserving hobby has grown beyond my wildest dreams! We have worked hard, with care and dedication, to strive for excellence in everything we do at INNA – I’m so proud of all that we’ve accomplished. This final year will be the careful and intentional culmination of this beautiful INNA project.
I realize that this might be sad news for many of you, and I am deeply humbled by your appreciation of our work. I don’t take it lightly that you’ve welcomed the food we make into your homes and lives. I would love this final year to be a celebration – an opportunity to enjoy the ephemeral deliciousness of the incredible fruit we are so lucky to preserve, for just a little bit longer.
We will be working hard to keep you supplied as best we can for the next twelve months or so, and I expect to have a wide selection of products and gifts available for this holiday season. I’m hoping to keep our shop well stocked for the next year, to allow you to take advantage of this last chance for stocking up your pantry and gift giving.
The essence of our work at INNA has always been about holding onto the beauty, joy, and deliciousness of a fleeting moment: preserving the brief glimpse of peak season fruit, extending that unparalleled flavor a little longer. Like all things, INNA itself is a fleeting moment. Thank you for sharing this meaningful moment with me. It is the greatest honor, truly.
With my deepest gratitude,
Dafna