Press release

Blue Apron Appoints Irina Krechmer as Chief Technology Officer

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Blue Apron Holdings, Inc. (NYSE: APRN) today announced the appointment
of Irina Krechmer as Chief Technology Officer, with an expected start
date of June 17. Krechmer brings over 20 years of experience designing,
developing and implementing customer-focused technology solutions,
primarily at e-commerce, media and consumer technology companies. She
will be responsible for all aspects of the company’s technology
strategy, focusing on enhancing its platform to drive growth, and will
report to President and Chief Executive Officer Linda Findley Kozlowski.

“We’re thrilled to welcome a technology executive of Irina’s caliber, an
experienced and multifaceted leader with a drive for growth, to the Blue
Apron team,” said Kozlowski. “Technology fuels our business, from our
supply-demand coordination activities and operational effectiveness to
how we connect with customers and arm them with tools to manage their
relationship with us. As we chart our strategic roadmap, we’ve
identified significant opportunities to enhance our technology platform
to deliver the best possible experience to our customers. Irina’s
leadership will be critical as we drive an integrated strategy that
ensures engaging with Blue Apron is intuitive, convenient and flexible
across all of our customer touchpoints.”

Krechmer most recently served as VP of Engineering at XO Group Inc., the
premier technology company that helps millions of couples navigate and
enjoy life’s biggest moments through industry-leading digital brands,
including The Knot, The Bump, The Nest and GigMasters. As VP of
Engineering, she led the successful transformation of the company’s
technology platform to drive customer engagement. Prior to XO Group,
Krechmer was Executive Director of Engineering at Amplify, a curriculum
and assessment company where she focused on designing tools and services
to improve educators’ ability to teach and test students. Before that,
Krechmer was a Director of Enterprise Platform Engineering at Redcats
USA, a global online home shopping retailer with a number of sites and
brands, where she spearheaded its global e-commerce platform
implementation.

“I’m very excited to join the incredibly talented team at Blue Apron and
to have the opportunity to make an impact on the company’s next
chapter,” said Krechmer. “I’m inspired by Linda’s customer-centric
vision and see a great future ahead for Blue Apron. I believe its
technological capabilities will be paramount to its long-term success.”

Krechmer received a Bachelor of Science degree in Applied Mathematics
from Odessa National ‘I.I. Mecnikov’ University in Ukraine.

Forward-Looking Statements

This press release includes statements concerning Blue Apron Holdings,
Inc. and its future expectations, plans and prospects that constitute
“forward-looking statements” within the meaning of the Private
Securities Litigation Reform Act of 1995. For this purpose, any
statements contained herein that are not statements of historical fact
may be deemed to be forward-looking statements. In some cases, you can
identify forward-looking statements by terms such as “may,” “should,”
“expects,” “plans,” “anticipates,” “could,” “intends,” “target,”
“projects,” “contemplates,” “believes,” “estimates,” “predicts,”
“potential,” or “continue,” or the negative of these terms or other
similar expressions. Blue Apron has based these forward-looking
statements largely on its current expectations and projections about
future events and financial trends that it believes may affect its
business, financial condition and results of operations. These
forward-looking statements speak only as of the date of this press
release and are subject to a number of risks, uncertainties and
assumptions including, without limitation, risks related to its
announced management and organizational changes; the continued service
and availability of key personnel; the company’s anticipated growth
strategies, including its decision to prioritize customer segments
within the direct-to-consumer business; its ability to execute on its
digital strategy and enhance its technology strategy and platform and
the results of such initiatives; its ability to expand its product
offerings, strategic partnerships and distribution channels; its ability
to cost-effectively attract new customers, retain existing customers and
increase the number of customers it serves; other anticipated trends and
challenges in its business; and other risks more fully described in the
company’s Quarterly Report on Form 10-Q for the quarter ended March 31,
2019 filed with the SEC on April 30, 2019, and in other filings that the
company may make with the SEC in the future. The company assumes no
obligation to update any forward-looking statements contained in this
press release as a result of new information, future events or otherwise.

About Blue Apron

Blue Apron’s mission is to make incredible home cooking accessible to
everyone. Launched in 2012, Blue Apron is reimagining the way that food
is produced, distributed, and consumed, and as a result, building a
better food system that benefits consumers, food producers, and the
planet. The company has developed an integrated ecosystem that enables
the company to work in a direct, coordinated manner with farmers and
artisans to deliver high-quality products to customers nationwide at
compelling values.