About Fable Food
Fable Food is a Consumer company based in Australia founded in 2019 by Jim Fuller. Mushroom-based plant meats mimicking texture and taste are provided. It operates on a Direct-to-Consumer (D2C) and Reseller / Distribution model. Fable Food has raised $14.77 million across 4 funding rounds from investors including Ban Choon Marketing, K3 Ventures and Greg Creed. Its website fablefood.co draws about 17 thousand monthly visits. Fable Food offers products and services including Shiitake Mushroom Protein. Its focus areas include Food & Beverage, Plant-Based Foods and Alternative Proteins. Its legal entity is FABLE HOLDINGS PTY LTD. Its competitors include Fenn Foods, vEEF and Flexible Foods; 1 of its 3 listed competitors has raised funding.
Company details
Fable Food is engaged in producing sustainable, umami-rich proteins crafted from upcycled shiitake mushroom stems. The company operates within the plant-based food sector, offering versatile culinary solutions for chefs and home cooks. Products are designed to elevate flavors and textures in various recipes with minimal processing. Emphasis is placed on natural ingredients, free from GMOs, preservatives, and artificial additives. Distribution is facilitated through restaurants, retailers, and meal kits, targeting a broad audience seeking alternative protein sources.
- Headquarters Sunshine Coast, Australia
- Founders Jim Fuller
- SectorsConsumer
- Website category Food and Drink · Vegetarian and Vegan
- Email••••••••
- Phone•••• ••••
- Website fablefood.co
- Social LinkedIn X Instagram
- Legal Name Fable Holdings Pty Ltd
- Total Equity Funding$14.77M (USD)
in 4 rounds
- Latest Funding Round$8.5M (USD), Series A
Feb 2023
- InvestorsBan Choon Marketing
& 12 more
Products & Services of Fable Food
Fable Food offers a comprehensive portfolio of products and services, including Shiitake Mushroom Protein.
Umami-rich protein is crafted from shiitake mushroom stems.
Funding Insights of Fable Food
Fable Food has successfully raised a total of $14.77M across 4 strategic funding rounds. The most recent funding activity was a Series A round of $8.5 million completed in February 2023. This substantial capital infusion reflects strong investor confidence in the company's business model, growth potential, and market opportunities. The funding enables strategic expansion, product development, market penetration, and operational scaling to drive long-term value creation and competitive advantage.
- Total Funding $14.77M
- Total Rounds 4
- Last Round Series A — $8.5M
- First Round $1.5M
(Jun 2020)
- Investors Count 13
All 4 funding rounds of Fable Food with amounts and investors; the two latest post-money valuations are shown, the rest are part of the premium plan.
| Date | Amount | Transaction Name | Valuation | Lead Investors | Investors |
|---|---|---|---|---|---|
| Feb 2023 | $8.5M | Series A | – | K3 Ventures | |
| Feb 2022 | Seed | – | Better Bite | – | |
| Aug 2021 | $4.77M | Seed | – | Blackbird Ventures | |
| Jun 2020 | $1.5M | Seed | – | Blackbird Ventures, Grok Ventures | – |
13 investors in total: 9 institutional and 4 angel.
Investors in Fable Food
Fable Food has secured backing from 13 investors, including venture fund, angel, and institutional investors. Prominent investors backing the company include Ban Choon Marketing, K3 Ventures and Greg Creed.
| Investor | Description | Founded Year | Domain | Location |
|---|---|---|---|---|
Investments are made by K3 Ventures in early-stage technology startups. | k3ventures.com | Singapore, Singapore | ||
Investments are made in seed, early, and later-stage tech companies. | blackbird.vc | Surry Hills, Australia | ||
Venture capital fund focused on ag-tech and food-tech sectors | agfunder.com | San Francisco, United States | ||
Aera VC is focused on investing in deep technology and sustainability. | aera.vc | |||
Investing in food, agriculture, and climate tech startups in Asia Pacific. | betterbite.vc | |||
Micro-venture capital firm investing in pre-seed to seed stage startups | better.vc | Oakland, United States | ||
Early-late stage tech-focused venture capital firm | grok.ventures | Surry Hills, Australia | ||
Invests in Food-Tech, Agri-Tech, and Food-Loss companies to address environmental issues. | 2021 | newtreeimpact.com | Watermael Boitsfort, Belgium | |
Organic products are distributed by Ban Choon Marketing in Singapore. | 1988 | banchoon.com.sg | Singapore, Singapore | |
GC Greg Creed | Former CEO of Yum! Brands, active angel investor in India | unknown_a9060f5861ac452c9 |
Investor details for Fable Food
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People of Fable Food
13 people are tracked at Fable Food (7 in leadership, 6 in team).
| Name | Role | Group |
|---|---|---|
Jim Fuller | Co-Founder & CSO | Leadership |
Michael Fox | Co-Founder & CEO | Leadership |
Matt Martin | Head Of Sales Uk/eu | Leadership |
Huw Watson | Food Service Partner Manager Australia | Leadership |
Christopher McCallum | Chief Operating and Finance Officer | Leadership |
Ji Davis | Chief Of Staff | Leadership |
Chris McLoghlin | Co-Founder | Leadership |
Danielle Schwab | Business Development Northeast | Team |
Leanne Le | Marketing & PR Manager | Team |
Edmund ong | Product Development Manager | Team |
Kieli Wei | Finance & Operations Manager | Team |
Monica Wen | Operations Manager | Team |
Chanelle le | Marketing & PR Manager | Team |
Complete people profiles for Fable Food
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Timeline of Fable Food
3 dated milestones of Fable Food across 4 years, from founding to its latest funding, stage changes and deals.
- Founded Fable Food is founded.
- Funding First funding round of $1.5M.
- Funding Latest funding round, Series A, of $8.5M.
Competitors of Fable Food
Fable Food has 3 listed competitors in our database, 1 of them funded. They include Fenn Foods, vEEF and Flexible Foods.
| Company Name | Domain | Founded | HQ Location | Total funding | Employees | Description |
|---|---|---|---|---|---|---|
| fennfoods.com | 2015 | Sunshine Coast, Australia | $3M | Provider of plant-based meat alternatives | ||
| veef.com.au | 2018 | Sunshine Coast, Australia | vEEF produces innovative plant-based meat substitutes for consumers through retail and online channels. | |||
| flexiblefoods.com.au | 2020 | Brisbane, Australia | Direct-to-consumer brand offering high-quality plant-based food products. |
Detailed competitors of Fable Food
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Web traffic of Fable Food
The website of Fable Food (fablefood.co) receives about 17.3K visits a month and ranks #1,191,891 among all websites worldwide, #528 in Vegetarian and Vegan.
- Monthly visits17.3K
▼ 25.3% vs previous month
- Unique visitors7.4K
per month
- Global rank#1,191,891
among all websites
- Category rank#528
Food and Drink · Vegetarian and Vegan
- Bounce rate38%
- Pages per visit2.4
- Average visit1 min 26 sec
- DevicesDesktop 14% · Mobile 86%
Websites whose visitors overlap most with Fable Food. Affinity shows how closely the audiences match.
| Website | Domain | Audience affinity | Monthly visits | Global rank | Profile |
|---|---|---|---|---|---|
| vegconomist.com | 100% | #427,836 | View details | ||
fablemelbourne.com.au | fablemelbourne.com.au | 93% | #2,413,054 | – | |
artisanals.com.au | artisanals.com.au | 82% | #755,273 | – | |
realfoods.co.uk | realfoods.co.uk | 76% | #841,073 | – | |
insidefmcg.com.au | insidefmcg.com.au | 65% | #1,046,034 | – | |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
All 6 similar websites and full traffic analytics for Fable Food
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- 6 similar websites
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Related news about Fable Food
Complete news archive for Fable Food
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Frequently Asked Questions about Fable Food
Fable Food was founded in 2019 and raised its 1st funding round 1 year after it was founded.
Fable Food is headquartered in Australia. It is registered at Queensland, Australia.
Fable Food is a funded company, having raised a total of $14.77M across 4 funding rounds to date. The company's 1st funding round was a Seed of $1.5M, raised on Jun 2020.
Fable Food is engaged in producing sustainable, umami-rich proteins crafted from upcycled shiitake mushroom stems. The company operates within the plant-based food sector, offering versatile culinary solutions for chefs and home cooks. Products are designed to elevate flavors and textures in various recipes with minimal processing. Emphasis is placed on natural ingredients, free from GMOs, preservatives, and artificial additives. Distribution is facilitated through restaurants, retailers, and meal kits, targeting a broad audience seeking alternative protein sources.
Fable Food's top competitors include Fenn Foods, vEEF and Flexible Foods.
Fable Food offers Shiitake Mushroom Protein.
Fable Food has 13 investors. Key investors include Ban Choon Marketing, K3 Ventures, Greg Creed, Frantz Braha, and Adrien Desbaillets.
Fable Food operates through Fable Holdings Pty Ltd.