Good Eggs, the VC funded farm-to-fridge online purveyor of locally grown foods, is pulling back from New York, Los Angeles, and New Orleans, to concentrate on the San Francisco Bay market-space.
In a blog post, CEO Rob Spiro explains:
What we didn’t fully understand when we started was that we were creating a new category that required a different approach to supply chains, logistics, and commerce – all of the pieces of getting food from local producers to the kitchens of our customers. It was, and is, complicated, way more complicated than we ever anticipated. We have learned so many lessons, many of them learned “the hard way” by making mistakes and seeing the consequences. As soon as we realize a mistake, we need to correct it, learn from it, and proceed onwards in service of our mission. When building a software business, hard lessons are learned in code and quickly corrected; when building a food and logistics business, hard lessons involve people, and partners, and are very hard to correct.
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