A popular Australian meal delivery service has collapsed after a deal meant to help keep the business afloat fell through.
Jordan Hartley, founder of NSW-based company Hartley Health, announced on Friday that the business would no longer be taking orders and that operations would be ceasing “effective immediately”.
She said a deal to help financially sustain the company had not gone ahead as expected and as a result she was forced to pull the pin.
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“Early this morning a deal fell through which was to help sustain Hartley Health’s high standards and rising costs,” Hartley said.
“With increasing costs in the food industry and the tool it has taken on my mental health, I have made the difficult decision to prioritise my wellbeing.
“Unfortunately, I do not have the mental capacity to continue raising funds and creating working capital.”
After six years in operation, Hartley said the decision to close the business was “devastating”.
“I am incredibly proud of the impact we’ve created at Hartley Health and the lives we’ve changed.”
According to a notice posted by the Australian Securities and Investments Commission, Rapsey Griffiths Turnaround + Advisory were appointed as liquidators on Thursday.
Hartley Health set itself apart from other meal delivery services by providing its clients with wholefoods-based meals cooked within 48 hours.
The meals were made by chefs without preservatives or additives and were personalised to the customer’s needs.
Customers were devastated by the news but offered their support to the company’s founder.
“So sorry to hear this news, Jordan. Hartley Health really filled the gap in the market for high quality, nutritious meals. You should be so proud of what you built,” one person said.
Another said: “Your food and service is wonderful and you will be much missed. Look after yourself and take care.”
In 2019 healthy meal delivery company Five Point Four went into administration blaming competition and rising costs.
Fine-dining restaurant meal delivery service Providoor collapsed in 2023 owing customers over $4 million in unredeemable gift cards.
The business went into liquidation when an investor suddenly pulled out, however months later the company announced that it was relaunching under a new ownership and with a new model.