JoJe Bar Pauses Production
Alete Active Nutrition will pause the production of JoJé Bars for the indefinite future. Founder of JoJé, Jess Cerra, shared the message on her Instagram account on March 26, 2024, announcing the difficult decision after 14 years of leading the brand. Cerra cited challenges during the post-Covid economic slow down and increased competition in energy bar market as reasons for the pause. "We are taking a pause on production, and will run through our current stock. We will remain out of stock for the indefinite future", Cerra said.
In 2021, Jess made the decision to join Alete Active Nutrition, adding JoJé to a strong portfolio of nutrition brands including Bonk Breaker, Vitassium, and SaltStick. Alete was able to leverage Cerra's talents in the kitchen and with the athlete community, where she grew into her role as Vice President of Product and Community Development at Alete. Moving forwards, Cerra will lead innovation across their entire portfolio of brands. Jess, along with her husband Sam Boardman, will continue to promote and direct The Last Best Ride, a non-profit gravel event in Jess’ hometown of Whitefish, MT.
Jess Cerra ripping singletrack in San Diego, CA. PC: Jesse Oksanen
”I am so proud to make this massive announcement with the team at Alete Active Nutrition lifting me up. The future will be full of fun, flavor, adventures and lots of snacks on mountain tops, as we move forward with intensity on a refocused mission.” - Jess Cerra