WE’RE THE FUN-GUYS

A STORY WORTH READING

THE FABLE

So here’s a true story: a vegetarian, a celebrity chef, and a mushroom geek walked through the woods… (cue ray of light) and discovered a more high five-awesome way to eat.

Cultivating better

We don’t just make food. We’re making good food, a force for good. We’re driven by our mission to change the way we eat, so we can nourish the world more healthily and sustainably.

Jim grew up as a BBQ lovin’ whiskey swillin’ Texan. He began his career as a fine dining chef 21 years ago in Texas. Jim went on to study Chemical Engineering and Agricultural Science before embarking on a career as a Mycologist.

Combining his unique knowledge of mushrooms, chemical engineering, nutritional science with his expertise as a chef, Jim heads up research and development at Fable, where he has foraged new ground with Fable’s delicious mushroom-based creations.

JIM FULLER

MICHAEL FOX

Michael grew up as a meat loving Aussie. As a child he once penned a song (more like a demanding chant) entitled “Steak of Glory”. He became vegetarian in 2015 for health, environmental and ethical reasons and has since gone fully vegan.

Michael follows a whole food, minimally processed diet. He even bakes his own sourdough and brews his own kombucha! By taking this passion, he wanted to create a whole food plant based protein. The result is Fable.

“In a world of increasing challenges with food, materials & medicine, mushrooms have always presented themselves as a simple solution.”

- Jim Fuller, Fable Co Founder & CSO

HOW FABLE IS MADE

HARVEST

Our journey begins with shiitake mushrooms grown on hardwood logs, a traditional and time-honored method that yields mushrooms with deeper flavor. We double-cut the stems from both cap and log, upcycling what’s typically a byproduct and giving it a delicious new purpose.

SUN DRY

The stems are laid out to bask in natural sunlight. This simple act intensifies their already rich umami notes and naturally increases their Vitamin D content. Think of it as sunbathing with benefits. Their flavor deepens, nutrients multiply, and energy use stays low.

SHRED

We rehydrate the stems to bring back their pliability by boiling them. Boiling mushrooms is a fool proof method we use to achieve the perfect texture. Then, they’re shredded to expose their dense, fibrous texture.

MIX

The shreds are mixed together with a short list of natural ingredients. Yeast Extract, Gluten Free Soy Sauce, Isolated Soy Protein, Tapioca Flour, Coconut & Canola Oil, Mushroom Powder, Salt and Pepper.

VOILÀ!

A delicious morsel is formed. A canvas for a truly center of plate protein with unrivaled taste and texture. It’s simply mushrooms, but better.

OUR IMPACT

We don’t have beef with beef. We’re just doing our bit to make good food…good.

92%
less fossil fuels

MegaJoules per kg

Fable 1 mJ | Beef 76 mJ

94%
less carbon

CO2e per kg

Fable 3 kg | Beef 40 kg

98%
less water

Liters per kg

Fable 0.09 L | Beef 2.4 L

Based on June 2024 life cycle assessment of Fable and study of industry-average beef production in the U.S.

Last year, 5 million dishes were served using Fable mushrooms.
That’s over 17 million kg of carbon saved compared to beef.

(Not bad for this little fun-guy)

MIGHTY MUSHROOMS, MIGHTY BENEFITS

Our in-house mushroom guru has always known what science is now shouting: mushrooms aren’t just delicious, they’re nutrient-dense powerhouses!

Here are some fun shroom facts you probably didn’t know:

  • Mushrooms are the only non-animal food source of Vitamin D

  • The proteins in mushrooms hold all the essential amino acids needed in your diet

  • Shiitake mushrooms contain eritadenine, a compound known to reduce cholesterol levels in the blood

  • A single portobello mushroom can contain more potassium than a banana (say what?!)

  • A single serving of shiitake mushrooms contains 72% of your daily copper intake, essential for immune support and producing energy