Chapter 4: History Repeats Itself

Update: Is Abeego closing? TBD. Read my update here.

CHAPTER 4

You, the consumer, are more powerful than ever and the proof is in the pudding. 

You’ve shaken corporations hawking single-use- ever-lasting plastic, their shareholders are putting the pressure on, and R&D teams are scrambling to invent a plastic that will get you off their back and back into their pockets. 

People demanded a plastic wrap alternative for the environment's sake and corporations seized the day. The wave of transparent, cheap, airtight rolls of compostable plastic wrap is about to crest and wash up on shores with billions of marketing dollars ensuring the tide stays in for as long as humanity remains appeased. 

And still, the needs of living fruits, vegetables, and cheeses remains unaddressed. Fresh food will continue to die an untimely death and the environmental cost and the frustration of wasted food will persist. 

I’m looking to the horizon and beyond and foresee history repeating itself. An old competitor is back with fresh compostable lipstick. This competitor has all it needs to win, the marketing dollars, the distribution, and the exhausted consumers who just need to get home to make dinner and tomorrow's lunch.

And yet, here I stand, determined to Keep Food Alive. To look at the bigger problem with real solutions and hold that space until those with deep pockets and influence are ready to expand this frontier.

And maybe they are ready to expand the Keep Food Alive frontier. Maybe they just don’t know which expert to invite to the table yet. 

So I guess I’ll invite myself. 

Abeego is closing and this is just one reason it’s a smart decision.

Toni Desrosiers
Founder & Inventor