Goodbye from Noomi

We're so glad you found this letter below from our Owner and Founder, Krystina, and hope you'll take the time to read it. We loved filling your pantries, and will miss you all dearly. And remember, always stay true to your "new me."

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Hi there,

I never thought I’d have to write this note, but it’s with a heavy heart and tears in my eyes that I am.

I’ve decided to wind down Noomi, and work toward closing up shop by the end of this year (2023). It was by no means an easy choice to make, but I believe it’s the right one for the business at this time.

Over the last five and a half years, I’ve poured my heart and soul, energy and passion, and true love for organic peanut butter (PB) into building this brand, and a business I am incredibly proud to call my own. I made over 100 recipes to find our signature blend, and watched so many of you fall in love with Noomi peanut butter after your very first spoonful—and it has kept my heart so full, and my passion so alive.

I’ve had mentors to guide me; friends, family, and partners to support me; and people near and far to encourage me every step of the way. I’ve learned so much! I’ve shed tears when times were tough, or totally unforeseen challenges tried to shake me and break my small business. But my passion always persisted—allowing me to overcome what was thrown my way, and achieve some unbelievable milestones that I will forever cherish. (Our sofi Award during our first year of business, hitting the shelves of two Wegmans locations in NY, and getting featured by SHAPE magazine and Katie Couric)!

I’ve always been a one woman owned and run company, managing my business alongside a full-time corporate job. But I was able to succeed in following my “new me,” solely because I believed that I could. That’s powerful.

I’ve had so many great laughs at markets and events with vendors and customers alike. Getting to know each and every one of you has been so amazing; you’ve made my entrepreneurial story so special and given me memories to last a lifetime. I cannot express enough gratitude for your unwavering support for Noomi—whether it was scooping up a jar (or case!), visiting me at a market to chat or restock, or reaching out with kind words about our PB. You believed in Noomi and you believed in me; it never went unnoticed. I could go on and on, but YOU are the reason Noomi will always be a lifelong success in my eyes. Thank you.

I don’t want this email to end, but if I’m being honest, I don’t think it’s the end for me—or the idea that inspired Noomi’s foundation. 

While our peanut butteriest chapter may be coming to a close, the essence of Noomi will live on in all that we do. And if you’ve made it this far reading, that’s what I’d like you to take away with you.

Of course you will remember our “organic peanut butter sweetened with dates!” Who wouldn’t?! (I may be a bit biased). But sealing the lid on this chapter doesn’t defy or go against the Noomi name, as I once thought it would. Instead, it embodies all that Noomi has come to mean. I see that now.

Your “new me” can and will evolve—it can grow, change, or come back in a totally different form, at any time, whether you expect it to or not. And that’s the beauty of it.

So if your “new me” then, is still what it is now, keep at it! If it’s taking a different turn, let it! No matter what it is, I 110% encourage you to find what you’re passionate about in life and wholeheartedly pursue it.

Thank you for being a part of my Noomi journey. I couldn’t have done it without you! Please feel free to stay in touch. I'd love to hear from you.

This isn’t the end. It’s the start of so many new beginnings. And I’m excited to see what’s next.

Until then…

Stay nuts!

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