An insightful conversation with Michael Fox, CEO of Fable Food Company. We explore the journey and innovative approach of Fable Food in creating meat alternatives from mushrooms. Michael shares his personal motivations, including health and environmental concerns, that led him to start Fable. We discuss the challenges and successes in the market, consumer behavior, and the intricacies of scaling the business globally. The conversation also touches on the impact of family, personal lifestyle choices, and the exciting future plans as Michael prepares to move to New York to further expand Fable's reach.00:00 - Consumer Reactions to Fable's Product00:36 - Welcome and Introduction01:02 - Starting a Veggie Garden02:23 - Benefits of Growing Food at Home03:04 - Michael's Journey to Veganism05:12 - Founding Fable Food Company06:52 - Evolution of Meat Alternatives09:57 - Why Mushrooms?11:06 - Processing Challenges and Innovations14:18 - Financial Viability and Fundraising17:07 - Consumer Insights and Behavior21:00 - Naming and Menu Placement in Restaurants26:05 - Importance of Consumer Research27:29 - Global Market Differences30:54 - Distribution Challenges in the US32:01 - Moving to New York34:34 - Defining Success for Fable40:13 - Team Culture and Hiring45:00 - Explaining Fable to Kids48:07 - Final Thoughts and Contact InformationConnect with Mere Mortals:Website: https://www.meremortalspodcast.com/Discord: https://discord.gg/jjfq9eGReUTwitter/X: https://twitter.com/meremortalspodInstagram: https://www.instagram.com/meremortalspodcast/TikTok: https://www.tiktok.com/@meremortalspodcastValue 4 Value Support:Boostagram: https://www.meremortalspodcast.com/supportPaypal: https://www.paypal.com/paypalme/meremortalspodcast  Connect with Mere Mortals:Website: https://www.meremortalspodcasts.com/Discord: https://discord.gg/jjfq9eGReUTwitter/X: https://twitter.com/meremortalspodsInstagram: https://www.instagram.com/meremortalspodcasts/TikTok: https://www.tiktok.com/@meremortalspodcastsValue 4 Value Support:Boostagram: https://www.meremortalspodcasts.com/supportPaypal: https://www.paypal.com/paypalme/meremortalspodcast