My guest for Episode 111 of The Startup Playbook Podcast was Michael Fox, the Co-founder & CEO of Fable Food Co.
Michael started his career as a lawyer before jumping into tech, launching Shoes of Prey as the Co-founder & CEO in 2009. Fast forward 9 years and the company had grown to over 200 staff, had raised $35M from some of the leading global VCs and had partnerships with David Jones and Nordstrom.
However, despite growing from $2.5M to $12M in revenue and being loved by a niche community of creators, they were not able to break into the mass consumer market and as a result had to shut down the business in mid-2018.
Michael is now back with his 2nd startup, Fable Food Co, which turns mushrooms into delicious meat alternatives and is backed by some of the same investors that joined him on the Shoes of Prey Journey.
We covered a range of topics including:
The ups and downs of the Shoes of Prey journey
Overcoming obstacles with manufacturing and supply chains