Aussie start-up convinces Michelin star chefs with their plant-based meat alternative

The rich flavours of a bolognese sauce. The melt-in-your-mouth texture of slow-cooked meat. There are some dishes that are irresistibly delicious and comforting. So much so that they are making it difficult for many people to adopt a more plant-based diet. Even if they are otherwise convinced that it’s a better choice. 

It’s a conundrum that is all too familiar to Sunshine Coast entrepreneur Michal Fox. After becoming vegetarian four and a half years ago for ethical, health and environmental reasons, he sometimes still found himself craving his favourite dishes that were difficult to recreate without meat. 

And the former CEO of now closed shoe retailer Shoes of Prey kept hearing similar stories in his network. People wanted to reduce their meat consumption, but were struggling with the practicalities. 

The brains behind Fable's plant-based meat creations: Jim Fuller, Michael Fox and Chris McLoghlin (LTR).
Jim Fuller, Michael Fox and Chris McLoghlin (LTR) are the team behind Fable’s plant-based meat creations.

 “I’m a terrible activist, but have some entrepreneurial experience” says Michael. So, after a six months sabbatical during which he kept diving deeper in the complex issues of industrial animal agriculture, he decided to use his skills to help people reduce their meat consumption and launched Fable Food Co.

The plant-based meat company is promising to make it easier for people to create meat-free versions of their favorite recipes without having to compromise on flavour or texture. 

A plant-based meat that harnesses the natural goodness of mushrooms

“When I started to explore the plant-based meat category, two things became really important to me. Firstly, I didn’t want to create another burger or minced beef alternative. There were already quite a few very good products in the market,” explains the self-taught food entrepreneur. “And secondly, I wanted to use only natural ingredients that required minimal processing.” 

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