Chapter 1: Beeswax wrap is “meh” and I’m to blame.
Update: Is Abeego closing? TBD. Read my update here.
CHAPTER 1
A 10 second Google search will tell you all you need to know about what people think about beeswax wrap today. I’ll summarize.
“Meh.”
Beeswax wrap is “meh” and I’m to blame.
When introducing the world to Abeego I mistakenly thought everyone understood it like I did; a new skin, peel or rind for fresh living food. A food wrap that would form, mold and shape around a half avocado or swaddle a head of lettuce. It was protective, yet breathable, tacky but not sticky with ingredients that could be eaten (not that you’d eat it).
But that’s not how everyone understood it. They understood it as an alternative to plastic wrap. A thin material coated in with ingredients that would allow it to cling, stick and seal over a bowl of egg salad from the fridge to the family bbq.
They understood it differently and made their own promises for its performance which informed its composition. And in the end, everyone has a different idea of what a good beeswax wrap is and no one is really right and no one is really wrong.
So, beeswax wraps are too sticky, not sticky enough, too thin, crumbly, too thick, too stiff, too smelly, not worth it.
Loads of people had a great experience with beeswax wrap, many more have not—once bitten, twice shy. And so, overcoming “meh” is costing too much financially. Maybe more emotionally because Abeego isn’t “meh”, it's revolutionary but too few people know that and who could blame them.
Abeego is closing and this is just one reason it’s a smart decision.
Stay tuned for the next one.
Toni Desrosiers
Founder & Inventor
Next: Chapter 2
I’m sad and sorry that you are closing! I’ve been using your products since the inception in my bid to be more ‘green’ and environmentally conscious. I’ve tried many brands and farmers market versions and Abeego almost always performed the best. You’ve saved a lot of food for longer in our house. My only suggestions would have been to colour code the sizes and make a giant size (20″ × 20″) for my big round loaves of homemade sourdough. Thank you and all the best!!
Dear Toni, I got the value of your beeswax wraps immediately! Granted, I’ve devoted my life to the field of sustainability, but I’m also outspoken about the importance of keeping our food fresh. My family were less than convinced about your wraps at first, especially my husband who had fought my attempts to break him off his cling wrap fetish. Today we wrap bread, cheese, pans of baked goods, some fruits and veggies, and he’s a real convert: it helped that I pointed out that his chemist parents would have approved! I’m sorry to see Abeego close however, and want to express my deep gratitude for your invention, your commitment to keeping food fresh, your hard work, and your honesty in revealing why you’re closing up shop. Best wishes to you in your future endeavors, I’ll be waiting to hear what you do next! -Ellen W.
Thank you so much for changing how people think about food wrap. If you’re 17 years old that means I am still using 17 year old wrap!!! I’ve loved it. You’ve changed the world and my whole family congratulates you and thanks you. We look forward to your next adventure!! Good luck!
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