Earth Data

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Increasing World Population (in Billions)

Growing population at such a staggering rate can be seen as the root cause of many problems arising today or threaten to arise in near future. The population is expected to rise by 25% from 7.8 Billion in 2020 to 9.7 Billion in 2050, a rate which is highly unprecedented when compared with survival drivers like arable land, natural resources, etc.

CO2 emissions (K gigatonnes CO2 equivalent/yr)

In the time of crisis, when the world comes at a stop the CO2 emissions goes down (like in 2008 & 2019 Covid), but as soon as things get back to normal, those emissions starts increasing multifold. As we all know, CO2 acts as a greenhouse gas and can absorb & emit infrared radiation. The constant check to keep CO2 emissions at lowest, is one of the major driver in dealing with the climate change.

Per Capita Meat production (Kg/Y)

Production of a single ounce of meat requires significant amount of natural resources and also has to handle the methane gas emission from Cows (20% of total methane gas emission). Reduced per capita meat production, between 2018 & 2020, a decline of about 5.7% was likely because of an outbreak of African swine fever in China that reduced the pork supply.

Ruminant Livestock Numbers (billion individuals)

Never have we seen the world ruminant livestock numbers soaring past 4 billion, which represents much more mass than all human and animals combined. We can agree that although these are important source of protein & livelihood, but they are also a significant contributor to environmental challenges like methane and CO2 emissions, deforestation & water usage.

Global Monthly Mean CH4 (CH4 ppb)

One of the most dangerous GHG, Methane, set new year-to-date records for atmospheric concentration for years 2020 and 2021. Methane traps 86 times more heat in the atmosphere that CO2 and 20% of planet warning can be contributed to Methane. All five of the hottest years on record has happened since 2015, which shows the direct relation between the earth's temperature & GHGs.

Global tree cover loss (MHa/Y)

World lost 1.6 million hectares of undisturbed forest land last year (2020), up 7% of 2019, according to the Global Forest Watch. Losses in the tropics have now increased for two years in a row, driven mostly by forest clearance for agriculture. The EU and UK government are considering using trade deals and regulations to apply pressure on countries such as Brazil (most forest loss in 2019-2020) to curb deforestation.

Energy Consumption (Exajoules/yr)

Fossil fuel energy consumption has decreased since 2019 (COVID-19). However, these declines appear to be transient and projected to rise again from 2021. Conversely, solar and wind power consumption increased by 57% from 2018 to 2021, but it's still 19 times lower than fossil fuel. Although we can see the increasing trend in Solar/Wind energy, the rate of increase for other conventional fossil fuels energy sources is comparatively higher.

Fable Foods

AU Food-Tech
  • €284,495
  • Michael Fox
  • Capital Raised: $10 Million

Fable is a carbon neutral, plant-based venture based in Queensland, Australia producing braised meat-like products primarily from mushrooms – the only alternative protein venture to do so in the world. By using the discarded stems of shiitake mushrooms as a core ingredient in its products and with minimal processing required, Fable has positioned itself as a differentiated, premium, whole-food, clean label offering in what is fast becoming a very crowded market of meat analogues.

The initial phase of Fable’s go-to-market strategy (domestic launch) involved various pivots and iterations across product and channel categories, and they are now focused on deepening their reach in the foodservice and QSR space now that product-market fit has been established. The team has inked deals with several premium QSRs in Australia, including Guzman y Gomez (160 locations), Grill’d (135 locations), and Fishbowl (24 locations) and also launching in The Coffee Club, which has 300 locations. As of 2022, Fable has landed on several hundred additional menus across Singapore, the UK, and the US, with further expansion preparations underway.


Problem they solve

  • Fable seeks to effect material change with the company’s mission to end industrial animal agriculture. They have achieved a carbon neutral business and is committed to reducing their waste streams in any way they can.
  • Fable’s base ingredient – mushrooms – uses ~1000x less land and water compared to beef. Comparing with market leaders that use primarily pea or soy protein, mushrooms still use ~5-10x less land and water.
  • Aside from using discarded components from other agriculture activities, the cultivation of mushrooms is also highly beneficial from a regenerative agriculture perspective.


Why we believe

  • A combination of entrepreneurship, deep product knowledge, technical expertise, and culinary flair. A good example where the whole is greater than the sum of its parts.
  • Fable has the advantage of being among the first-movers in a relatively nascent domestic market, with the ability to fly the Australian flag on the global stage when expanding. Furthermore, Fable launched as the world’s only alternative protein formulated primarily from mushrooms, and the venture continues to hold that title over 2 years later.
  • Fable’s IP strategy has evolved for proprietary ownership of their IP, covering the entire Fable production methodology. Fable has three patents in place and three more expected in the near term, all designed to maximize their defensive moat and the consumer experience.


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