The company tackled a huge problem and was helping make it better, but that was not enough (even with Bono and Edge of U2 as investors).
Just because a business solves a problem, starts with huge resources, and gets a lot of publicity does not guarantee success.
You still need to win over customers in markets that are often very competitive. Plant-based meat companies like Beyond Meatsand Impossible Foods help the planet by, in theory, cutting down on meat consumption, which has environmental and health benefits, but both companies have struggled. Bezos, essentially, has had a front-row seat in seeing the inefficiencies of the freight industry and invested in Convoy, a startup that could help companies be more efficient while also helping the planet by using its technology to end empty miles.
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