Product Offerings
Products:
Plant-Based Meat Alternatives: Shiitake Mushroom-Based Meat, Plant-Based Braised Beef, Plant-Based Burgers
Fable Food Pty Ltd is a pioneering Australian company in the rapidly growing plant-based meat sector. Based in Hunchy, Queensland, the company leverages culinary expertise, food science, and sustainable agriculture to create whole-food, mushroom-based meat alternatives that cater to health-conscious consumers and environmentally responsible food systems.
Brief History
Fable was co-founded in 2019 by Michael Fox, a former footwear entrepreneur turned food-tech innovator, alongside Chef Jim Fuller and mushroom scientist Chris McLoghlin. The company emerged from a shared mission to reduce global meat consumption by offering better-tasting, healthier, and more sustainable alternatives made primarily from mushrooms. Their signature product, inspired by the texture and umami of braised beef, gained rapid traction in Australia and internationally.
Core Business
Fable’s core business lies in the research, development, and commercial production of whole-food, plant-based meat alternatives. The company uses shiitake mushrooms as the primary ingredient, combining minimal processing and clean-label practices to create a meat-like texture without synthetic additives.
Product and Service Offerings
- Plant-Based Braised Beef: Made from shiitake mushrooms, coconut oil, soy protein, and natural flavorings. Designed for use in slow-cooked dishes.
- Fable Pulled Mushroom Meat: A versatile meat alternative used in tacos, burgers, and stir-fries.
- Pre-Cooked Meals & Foodservice Packs: Available for hospitality, quick service restaurants, and institutional food services.
These products are available via retail channels, online direct-to-consumer sales, and wholesale foodservice distribution. Fable partners with grocery chains like Woolworths and independent retailers across Australia.
Specialisation and Core USP
Fable’s unique selling proposition centers on:
- Whole Food Ingredients: Focus on mushrooms over highly processed soy or wheat isolates.
- Minimal Processing: Clean-label with fewer than 10 ingredients.
- Culinary Quality: Products co-developed by fine-dining chef Jim Fuller to appeal to flexitarians and foodies.
Their mushroom-based meats replicate the taste and texture of slow-cooked animal proteins more authentically than many soy or pea-based counterparts.
Financials
Fable has attracted significant investment and industry recognition:
- AUD $6.5 million raised in a seed funding round in December 2021 led by Blackbird Ventures, including participation from celebrity chef Heston Blumenthal and former Sequoia Capital partner Warren Hogarth.
- Revenue growth doubled year-over-year between 2021–2023, driven by international expansion and foodservice deals.
Shipment Records
While exact export shipment volumes are not public, Fable has confirmed partnerships and distribution agreements in:
- Singapore
- United Kingdom
- United States
- New Zealand
Their products are available through retailers like Whole Foods Market (UK and USA), and foodservice operators such as Guzman y Gomez and Grill’d in Australia.
Target Market
Fable targets:
- Flexitarians and Health-Conscious Consumers: Seeking clean-label, plant-based protein alternatives.
- Foodservice Industry: Looking for chef-quality vegan meat solutions.
- International Markets: With particular emphasis on English-speaking countries and Asia-Pacific regions.
Capabilities
- In-house product development and culinary team
- Scalable production facilities in partnership with third-party manufacturers
- National and international cold-chain logistics
- B2B and DTC supply chains
Certifications and Compliance
- Vegan Certified
- Non-GMO Ingredients
- Australian Made Certification
- Compliant with FSANZ (Food Standards Australia New Zealand)
Customer Testimonials
- Heston Blumenthal, Michelin-starred chef: “Fable is delicious, innovative, and bridges the gap between plant-based and gourmet.”
- Numerous positive user reviews across social platforms highlight the product’s authentic texture and ease of preparation.
Major Achievements
- Partnership with Heston Blumenthal for menu integration at The Fat Duck and Dinner by Heston.
- Selected as one of the Top 50 APAC FoodTech Startups by Forward Fooding.
- Named Best Meat Alternative Product at the 2021 Nourish Vegan Awards.
- Featured on menu at over 1,000 foodservice locations globally by 2023.
Fable continues to gain recognition as a premium brand in the alternative protein space, merging culinary excellence with environmental and ethical consciousness.