I think marketing was an issue when they were in several states. Anyone who tried Apple Rush loved it, but it should have been hit with a massive ad campaign at the same time. Their sales were good when Ronnda was doing taste demos (I talked to Lucky's manager at the time and she confirmed this). Then Lucky's went out of business, St. Louis died off and we never heard about what happened in the NE. Amazon also was never sent a re-stock. It seemed to totally collapse without much fanfare. It's sad because APRU appeared to be poised for national distribution, but it didn't happen. Batches were expensive to make and I don't blame Tony for not trying it again as something obviously wasn't working out.
Tony then came up with a "seed to sale" plan that potentially solves most of his issues with expensive batches. Now he's starting over and has the expertise of Lena, and we all know that Lena is a solid and proven partner. They're obviously moving in together so this is something that is really happening, but confusing as to why the issues clearing the deal haven't been resolved yet. If Tony can't close the deal, it's going to be a messy breakup, so he must be confident that it's going to happen.
To your point, this is a pretty hard reset from where we were, and I don't know that there is a plan B, but I also don't speak for Tony.
This is probably a good time to invest, but I've personally not put any more money into it lately... just being honest.
