Company Destroyed by Wellness Influencers

 This Company Was an American Success Story. Until MAHA Influencers Sank It. by Laurie P. Cohen at the Free Press. 

At Apeel’s peak, 60 percent of the avocados sold in American grocery stores were coated with Apeel. The number is now zero. Almost all of Apeel’s revenue in the U.S. has disappeared, and the company was forced to lay off most of its employees. Rogers was replaced as CEO in 2024.

“I love the product. It’s a pity it’s not out there,” said Debora Langston, a consultant who spent months testing Apeel for Limoneira, comparing it with the wax coating used for decades. Friends in the food industry warned that Apeel was dangerous and could cause cancer. She expected poor results but reached the opposite conclusion. Her customers in Europe still use Apeel...

Robyn Openshaw, a wellness influencer who markets herself as GreenSmoothieGirl, published over 60 anti-Apeel posts on social media and her own website from July 2023 to May 2025. She wrote that Apeel’s coating was made with heavy metals and solvents, including chemicals found in gasoline, and encouraged her “Green Smoothie Girl Army” to protest by phone and email and in person.

In June 2024, Openshaw called Edwards, the Limoneira CEO, on his personal cellphone, asking him if the company was selling Apeel-coated products. He replied by text: “Hi Robyn, We tested Apeel but never sold any products (avocados or lemons) with Apeel on them. We stopped when the market told us it doesn’t want Apeel.” She published a blog post with the headline: “GreenSmoothieGirl Gets Apeel Shut Down at Billion-Dollar Produce Company.” A video on YouTube boasted that she got Limoneira to “quit using Apeel products.” 

I get a lot out of Instapundit, which is mostly pro-MAHA. But they are too pro-MAHA, never giving you both sides of the story. Every mention of it is positive now.