13. Plant-based meat, startups, and life after Shoes of Prey with Michael Fox.

What is the perfect recipe for launching a successful new startup?

In episode 13 of The B-side, I speak to Michael Fox, CEO and Co-founder of Fable Food Co. An exciting new Australian company that has entered the fast-growing plant-based meat alternatives market, with the likes of Impossible Foods, makers of the 'Impossible Burger' and Beyond Meat.

Michael talks about how he started Fable Food with co-founders, fine-dining Chef and mycologist Jim Fuller, and organic mushroom farmer Chris McLoghlin. And how the product 'Fable' is made with shiitake mushrooms as the core ingredient, to mimic the texture and flavour of favourites like pulled pork and slow-cooked beef brisket. We also chat about their marketing strategy, and how he launched the product with celebrity chef Heston Blumenthal.

He shares insights into his entrepreneurial journey, the rise and fall of his previous business, Shoes of Prey, that he co-founded with ex-partner Jodie Fox, and the learnings he's made along the way. The ethical and personal reasons that led him to adopt a vegetarian diet and a healthier lifestyle. And we discuss his mission of helping end large-scale animal agriculture by encouraging people to reduce or change the role meat plays in their diets and dining culture.

Michael is an inspirational, highflying entrepreneur, with his feet firmly planted on the ground. A salt of the earth type of dude, with big ambitions to improve the way we eat and live our lives. I really enjoyed our chat, and I know you will too.

Fable is available at Woolworths from June 15 2020.

Learn more about Fable here: https://fablefood.co
You can find Michael Fox here: https://www.linkedin.com/in/michaelfox1/