A historic pizza brand in the United States is closing its doors. Rustic Crust, known for its craft-made pizzas and frozen doughs, announced its permanent closure in 2025.
The news surprised many, especially in Pittsfield, New Hampshire, where its plant was a key economic driver. What led this iconic company to disappear?
The unexpected end of Rustic Crust
Rustic Crust isn't just any pizza brand. Its products could be found in popular supermarkets like Whole Foods, Stop & Shop, or Hannaford. They were recognized for their craft-made quality and the variety they offered.
The main manufacturing plant was in Pittsfield, with 301,389 sq. ft. (28,000 m²) and high-tech machinery to make and package pizzas and other products that could be kept at room temperature.
However, in August 2024, the brand made an unexpected decision: to close the plant without giving advance notice to its employees. For many, it was a hard blow, especially for those who depended on that job and the stability it provided.
Why did Rustic Crust close?
The main reason was economic. The company was facing a severe financial crisis. Although they entered a protection process to reorganize their debts, they ultimately couldn't stay afloat.
Investors lost trust and decided not to provide more capital, as they saw little chance of success in such a competitive market. Meanwhile, banks rejected the conditions to refinance the debts. The situation became unsustainable.
The founder, Brad Sterl, expressed his surprise at how quickly the decision had to be made. He acknowledged that they weren't prepared for a closure, but they had no alternative.
The auction that marked the end
In May 2025, a judge ordered the auction of the plant and machinery. The initial bid was $1.375 million, a strategy known as a "Trojan horse bid" to attract higher offers.
The buyer only acquired the plant and equipment, but not the Rustic Crust brand or its recipes. This means that, although the machinery will continue to operate, pizzas won't be made under that name.
What happens with the plant now is uncertain. The new owners see potential for food production, but it's still unknown what products will come from there.
The blow for Pittsfield and its community
Behind the bankruptcy, there's a huge human impact. For Pittsfield, Rustic Crust was a vital source of employment. Many residents had health insurance and stability thanks to this company.
In addition, nearby businesses like coffee shops, stores, and laundromats also felt the blow, since they depended on the workers as regular customers.
The closure has left a sense of uncertainty and sadness in the community, which now must look for new opportunities to recover.