Mere Mortals

Revolutionizing Meat Alternatives: Michael Fox on Fable Food's Mushroom-Based Innovations

Jul 28, 2024

49:59

An insightful conversation with Michael Fox, CEO of Fable Food Company. We explore the journey and innovative approach of Fable Food in creating meat alternatives from mushrooms. Michael shares his personal motivations, including health and environmental concerns, that led him to start Fable. We discuss the challenges and successes in the market, consumer behavior, and the intricacies of scaling the business globally. The conversation also touches on the impact of family, personal lifestyle choices, and the exciting future plans as Michael prepares to move to New York to further expand Fable's reach.

00:00 - Consumer Reactions to Fable's Product
00:36 - Welcome and Introduction
01:02 - Starting a Veggie Garden
02:23 - Benefits of Growing Food at Home
03:04 - Michael's Journey to Veganism
05:12 - Founding Fable Food Company
06:52 - Evolution of Meat Alternatives
09:57 - Why Mushrooms?
11:06 - Processing Challenges and Innovations
14:18 - Financial Viability and Fundraising
17:07 - Consumer Insights and Behavior
21:00 - Naming and Menu Placement in Restaurants
26:05 - Importance of Consumer Research
27:29 - Global Market Differences
30:54 - Distribution Challenges in the US
32:01 - Moving to New York
34:34 - Defining Success for Fable
40:13 - Team Culture and Hiring
45:00 - Explaining Fable to Kids
48:07 - Final Thoughts and Contact Information

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