Yesterday HUCK went from a company of nearly 40 to a company of 6. Let that sink in for a moment! That things went, in 3 days, from thriving & growing to fighting for our very existence after losing 80% of our revenue is shocking.
We're gutted. We're sad. We're angry. If we had any emotional energy left, we'd keep weeping for failing our people. Right now, though, we are just angry.
When (real talk: “if”) we come back from this, we’ll continue to offer our people health benefits, PTO, vacation days & sick leave. We'll continue to donate to your fundraisers, to serve as your remote office, and all the stuff we love to do! However, it cannot be a burden we alone carry on the same tiny margins.
Everything is going to have to change on the other end of this thing. Y’all will have to get used to the new reality. We're going to charge what we should be charging for our products because this moment calls for a reset.
This moment HAS to change how we interact with people across the entire supply chain. We need to build higher margins for all of our people & our partners – fiscal resilience should not just be a privilege – it should be an ethical imperative that all of us strive to help build…for each other!
Frankly, we should have done this years ago. Most of us coffee people have talked about it quietly amongst ourselves — about how unsustainable our current pricing model was, but every time we thought about charging $5 for a small drip coffee, or $10 for a latte, or $30 for a bag of coffee, we got scared and/or there were accusations of snobbery, square reviews, veiled threats to go elsewhere.
Look at us now. A company that, in spite of all that, was stubbornly headed with great momentum towards its 10th anniversary, may not even make it there.
We're resilient and scrappy enough that we'll find a way to exist to the other side, and rebuild if some version of normal returns. (continued in comments)