“Those kinds of products helped me to transition to a plant-based diet, and I decided the best way for me to contribute to ending animal agriculture was to apply my entrepreneurial skills to produce alternatives to meat,” he says. But while living in Los Angeles, where he helped run now-defunct footwear startup Shoes Of Prey, he was introduced to a whole host of convincing plant-based meat alternatives made by brands like Beyond Meat and Impossible Foods. They just find it hard to give up meat.”įor Fox, too, completely cutting out animal products had been tough. “In six years I’ve only managed to convince like, three people – and I bumped into one of them the other day, and they’re back eating meat! But in having all those conversations, it became clear to me that a lot of people really do want to reduce their meat consumption. But he soon realized that the didactic approach didn’t have the best results, he tells AFN. His decision to go veggie - and later, vegan - was for health and dietary reasons, as well as concerns about the sustainability and ethics of animal-based food production.įox admits to being “one of those annoying vegans” trying to convince family, friends, and colleagues to give up animal products entirely. “Fable has certainly been a staple in our house since it arrived at our supermarket and we’re proud to have joined their journey as an investor.”įox set out on his mission to create a whole-food meat analog after becoming a vegetarian six years ago. “I first met Michael when I was mentoring teams for a foodtech accelerator and was struck by his passion to develop vegan alternatives so good that they convert meat eaters,” AgFunder founding partner Michael Dean told AFN. The Sunshine Coast, Queensland-based startup will use the seed capital to expand its international presence and boost its R&D activities, with the aim of enhancing and adding to its existing product lineup of pulled barbecue-style ‘beef’ and a burger patty. Other participating investors include VC firms AgFunder, Aera VC, and Better Bite Ventures Singaporean fruit and vegetable importer Ban Choon Marketing and former Sequoia Capital partner Warren Hogarth.įounded by CEO Michael Fox, chef-turned-chief science officer Jim Fuller, and organic mushroom farmer Chris McLoghlin in 2019, Fable is producing vegan meat substitutes using shiitake mushrooms and a ‘whole foods’ philosophy. Disclosure: AgFunder, AFN’s parent company, is an investor in Fable Food Co.Īustralia’s Fable Food Co has raised A$6.5 million ($4.79 million) in a seed round led by Blackbird Ventures.
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