Ep. 69 | The Sharks Tried to Buy Her Plant-Based Fried Chicken Company: Deborah Torres and the Atlas Monroe Story
Release Date: 07/01/2021
Fishing for High-Margins in Cultivated Seafood: BlueNalu’s Path to Scale
Business for Good Podcast
BlueNalu is one of the better-funded companies when it comes to cultivated meat. Having raised more than $100 million, including about $35 million toward the end of 2023—a notoriously difficult time to fundraise—their founder and CEO Lou Cooperhouse is optimistic about their path to success. But as you’ll hear in this episode, Lou isn’t working to compete against the commodity meats like chicken, pork, and beef. Rather, he’s pursuing a strategy to compete against products that are exponentially higher-cost, like bluefin tuna, which can often sell for more than $100 a pound. In this...
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Is the Future of Cultivated Meat in Thailand? Aleph Farms is Betting on It
Business for Good Podcast
When you think about cultivated meat, Thailand isn’t exactly the first country that comes to mind. Sure, you may think about the US, Netherlands, Israel, and Singapore. But the Southeast Asian kingdom is where Israeli cultivated meat juggernaut Aleph Farms recently announced its first commercial factory will be. Having just received Israel’s first regulatory approval to sell cultivated meat—and the world’s first regulatory approval for cultivated beef in particular—Aleph Farms CEO Didier Toubia discusses his company’s rollout strategy with me in this conversation. As you’ll...
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Flying Cars or Electric Cars? Isha Datar’s Thoughts on Where Cultivated Meat Tech Stands Today
Business for Good Podcast
When the New York Times recently ran an declaring the infant fatality of the cultivated meat industry, Isha Datar, CEO of , was quoted as saying of the sector, “this is a bubble that is going to pop.” Given that New Harvest is intended to promote and advance the field, what did Isha mean by this? She expounded on that thought in a asserting that while she disagrees with the columnist’s conclusion that cultivated meat can never become a viable reality, she believes that the sector has been plagued by “exaggerations, lies, and broken promises.” In this episode, Isha and I talk...
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Mark Post, A Decade After the First Cultivated Burger
Business for Good Podcast
In 2013, Dr. Mark Post when he debuted the world’s first-ever burger grown from animal cells. Weighing in as a quarter-pounder, the burger carried a price tag of a mere $330,000—all of which was funded by Google co-founder Sergey Brin. A decade later, what does Mark think about the movement and the industry he helped birth? When his burger was debuted, a grand total of zero companies existed to commercialize what would come to be called cultivated meat, no serious investment dollars had flowed into cultivated meat research, yet hopes were high that such meat would be on...
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Are Smaller Cultivators the Answer for Cultivated Meat’s Success? Niya Gupta Thinks So
Business for Good Podcast
Some of the companies in the cultivated meat space are betting that massive stainless steel cultivators—think 100,000L to 250,000L—are the path to commercialization. Niya Gupta, CEO of , is thinking smaller. She argues that there may be a more realistic path using a , void of the impellers that agitate the more conventionally used reactors in the sector. Founded in 2018, the company was spun out of , the first-ever cultivated animal product company which is now focused on materials like leather rather than meat. Having raised more than $20M in its first six years, Fork and Good...
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Josh Tetrick on the Future of the Cultivated Meat Movement
Business for Good Podcast
If you listened to the , you already know that there’s an updated paperback edition of my book that’s coming out April 9, 2024. I announced in that episode that, aligning with that release, this show will be devoted for a couple months exclusively to interviews with leaders in the cultivated meat space, many of whom are profiled in the book. And there’s perhaps no person in the cultivated meat sector who’s generated more headlines than Josh Tetrick, CEO of both and . Along with people like Mark Post and Uma Valeti, both of whom will also be guests in this podcast series,...
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Brief thoughts on the alt-meat movement and my role in it
Business for Good Podcast
I’m excited to announce in this short new podcast episode that there’s a new, updated, that’s coming out on April 9, 2024. Published by Simon and Schuster’s Gallery Books, the new Clean Meat is now available for preorder everywhere books are sold. Aligning with this new edition release, for the next couple months, this podcast is going to focus squarely on the issue that’s animated my life for the past 30 years: how to wean humanity off our animal-centered diets. The extraordinary suffering of the literally trillions of animals who we farm and kill for food has plagued me for...
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Incubating Tomorrow’s Alt-Protein Unicorns: The Kitchen
Business for Good Podcast
If you’ve spent any time in the startup ecosystem, you start realizing pretty quickly that the US isn’t alone in producing a lot of startups, but that there are some very small countries, like Israel and Singapore, that consistently punch above their weight when it comes to new company creation. In fact, Israel is often known as the startup nation, and there’s even a on the topic with that very title. And if you’re in the startup food technology space, whether in Israel or elsewhere, there’s one name you’re sure to know: . Founded a decade ago, The Kitchen has...
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When Nonprofits Start Businesses: Garden for Wildlife and the National Wildlife Federation
Business for Good Podcast
Most startups are founded by entrepreneurs hopeful that their idea will be the next big thing and pad their bank accounts in the process. Yet sometimes companies are started not by enterprising capitalists, but rather by a far less likely progenitor: nonprofit charities. That’s exactly what happened when the nonprofit decided to spin out a for-profit corporation devoted to advancing the charity’s mission to protect wildlife. The company, , is already selling native plants to homeowners seeking to make their yards a bit more nonhuman-friendly. The basic premise is this: Too much...
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Can Tech Improve Farm Animals’ Lives? Robert Yaman Is Betting On It
Business for Good Podcast
Many times when we talk about technology that can improve animal welfare, we’re talking about innovations that either have displaced or could displace the use of animals. Think for example about cars replacing horse-power, kerosene replacing whale oil, and animal-free meats displacing factory farming of animals. But can technology also be used to make better the lives of animals who are still being used? Long-time tech enthusiast and animal advocate is betting on that idea, and has launched a new charity, , designed to help the animal-use industries implement such new technologies. In its...
info_outlineSo often you hear about start-ups that raise millions or even tens of millions of dollars from venture capitalists before beginning to generate revenue and start making a dent in the marketplace. That is very far from the story of our guest in this episode.
Meet Deborah Torres, founder and CEO of Atlas Monroe, a start-up making plant-based fried chicken. As you’ll hear, a chance encounter with a stranger in a supermarket led Deborah to become vegan, which ultimately transitioned her whole family into a plant-based lifestyle. Pretty soon Deborah was making her own plant-based fried chicken, and people really liked it, leading her to offer it as a one-off at a VegFest in Chicago. Well, one thing led to another, and the next thing you know Atlas Monroe won the best chicken at the National Fried Chicken Festival. That’s not just best vegan fried chicken--that’s the best fried chicken of all the fried chicken offered at this festival.
As the company’s fame grew, Deborah found herself on Shark Tank being offered a million dollars to buy her newly formed company, an offer she promptly rejected. Today, just a couple years later, Atlas Monroe operates its own factory, is on track to bring in $5M in revenue in 2021, and just keeps expanding.
Amazingly, Deborah has achieved all this without ever taking outside investment, and she continues to own 100% of her company. It’s an inspirational tale of an entrepreneur bootstrapping her way to success.
Discussed in this episode
- You can watch the Atlas Monroe pitch on Shark Tank (best viewed at 0.5x speed since this clip is sped up)
- Deborah recommends exploring Small Business Association loans and Lendistry
- The Simply Raw documentary had a profound impact on Deborah’s family
- Paul ate Atlas Monroe chicken from Pure Soul in Sacramento
- Clean Eating magazine’s interview with Deborah Torres
More about Deborah Torres
Deborah Torres is the founder and CEO of the world’s largest vegan fried chick’n manufacturer - ATLAS MONROE. Atlas Monroe was the first and only vegan company to be invited to the National Fried Chicken Festival and was named best fried chicken dish out of all the conventional chicken by Time Magazine’s Extra Crispy. Atlas Monroe was also featured on ABC’s hit show, Shark Tank, in a viral episode where Ms. Torres turned down $1 million dollars from Mark Cuban and Rohan Oza. Atlas Monroe has been featured on Yahoo!, Black Enterprise, NBC, VegNews, AfroTech, Clean Eating Magazine, Medium, Forbes, Plant Based News, LiveKindly, and more. Now this plant-based production company has recently acquired a multi-million dollar manufacturing facility and their products are sold and shipped nationwide. In addition to delectable plant-based fried chick’n products the company also specializes in all vegan, non-gmo, plant-based bacon, apple wood-fired ribs, deep fried and stuffed turkeys, signature sauces, decadent cakes, and much more mouthwatering items.