Yelloh has announced that it will cease all operations in November, closing out a storied 72-year history as a pioneer in the frozen food home-delivery market in the United States. Founded in Marshall, Minnesota, and rebranded from Schwan’s Home Delivery to Yelloh in 2022, the company grew over the decades to become a nationwide frozen food delivery leader with the country’s largest fleet of freezer trucks.
Since 1952, Schwan’s and Yelloh made high quality frozen meals, foods, treats and ice cream accessible to American homes by delivering products to one’s doorsteps. The company set itself apart with the friendly, trusting relationships it built among customers and employees.
“It’s with heavy hearts that we made the difficult decision to cease operations of Yelloh,” said CEO Bernardo Santana. “We are thankful to our many loyal customers and hard-working employees for everything they have done to support us. I am deeply grateful for our employees’ tireless and bold efforts, and our customers’ dedication. It has been our utmost pleasure and honor to serve our customers their favorite meals and frozen treats.”
“As it is for the people of Yelloh, closing this company is a heartbreaking decision for me personally,” said Michael Ziebell, a board member and 22-year veteran of the organization. “Our concern is now for our employees and caring for them as we all come to terms with the fact that this business – that served millions of families and provided a livelihood for thousands over the decades – has regrettably run its life cycle.”
The company cited multiple insurmountable business challenges for the decision, including economic and market forces, as well as changing consumer lifestyles.
“The current Yelloh team has worked hard against external headwinds such as the nationwide staffing challenges and crushing food supply chain disruption caused by the pandemic,” said Ziebell. “These challenges, combined with changing consumer lifestyles and competitive pressures that have been building for over 20 years, made success very difficult. Digital shopping has replaced the personal, at-the- door customer interaction that was the hallmark of our company.”
Yelloh will wind down operations over the next two months, taking care of its approximately 1,100 employees with notice and pay in accordance with the WARN Act. The last day products may be purchased via Yelloh trucks will be November 8.
