Rediscovering Mission with Michael Fox

Co-founder of Shoes of Prey has started a new company, Fable.

Fable sells braised beef. With one caveat, the main ingredient is shiitake mushrooms.

Michael Fox was a co-founder of Shoes of Prey - the business raised $30m, hired 100s of employees and was on a tear to give shoe lovers the chance to design their own shoes. In 2018 the business shut its doors. Shoes of Prey was hugely ambitious and Michael and his co founders Jodie and Mike, almost pulled it off!

While working on Shoes of Prey as the co-founder and CEO, Michael read a book that would change his eating habits forever and unbeknownst to him, set him on the course of his next startup, Fable. The team at Blackbird is absolutely thrilled Michael dared to go again on another startup!

In this episode we’ll hear from Michael on how this discovery turned into co-founding Fable, a plant based meats company that uses mushrooms to create alternative protein, like braised beef.

We’ll hear about the magical properties of mushrooms and what lessons he’s leaning on from his Shoes of Prey journey.

Blackbird’s Partner Rick Baker will share what stood out during Fable’s pitch, what's defensive about Fable’s business model and why Blackbird is excited to be working with Fable.

And finally, Co-founder Jim Fuller will share his favourite Fable recipe and go-to mushrooms.

Key Notes:

• “Society has lost the plot” when it comes to animal agriculture. Learn why.
• Mushroom meat can beat it’s animal equivalent. How?
• Heston Blumenthal describes Fable as “delicious, versatile and natural slow cooked meat alternative.”
• What lessons from Shoes of Prey apply to Fable's supply chain, R&D investment and manufacturing processes.
• Blackbird co-founder and Partner describes what's defensive about Fable’s business model.
• How to cook a Texan braised beef speciality using mushrooms.

Buy Here:

https://www.woolworths.com.au/shop/productdetails/90856/fable-plant-based-braised-beef