Blue Apron has made too many missteps since its logic-defying IPO, allowing founder Matt Salzberg to remain CEO far longer than he should have been.

The Blue Apron brand is damaged, and it is only getting weaker.

I still respect Blue Apron, but economics have caught up with the company.ĭuring the earnings call with analysts, Blue Apron CEO Brad Dickerson referred to 2018 as “a year of transition and building for the future.” Blue Apron doesn't have a future, and here's why: Blue Apron executives continued to reach out to me into 2018, and I continued to provide my advice free of charge. I knew that was hope wrapped inside wishful thinking. It was clear to me from the beginning that Blue Apron's executive team believed the company could succeed on its own. I respected Blue Apron for introducing a new food option for customers, but I understood how economics would eventually work against the company. I was never a paid consultant for Blue Apron because my desire wasn't to make money off of the company my goal was to sincerely help the company realize where it was making mistakes in terms of strategy, operations and especially the supply chain. Executives and employees of Blue Apron began to reach out to me, seeking my advice on and off the record. After I wrote my article in 2017, I began speaking at conferences and participating in round table business discussions where I voiced my concerns about Blue Apron's operations, business model and future.

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